BUS710 Semester 2: ENGO's International Marketing Plan for India

This report presents an international marketing plan for ENGO, focusing on entering the Indian market. It begins with an overview of ENGO's objectives, including providing a platform for entrepreneurs, brand awareness, and reducing unemployment. A PESTLE analysis of India is conducted, examining political, economic, social, technological, environmental, and legal factors. A SWOT analysis identifies ENGO's strengths, weaknesses, opportunities, and threats. The marketing mix (place, price, promotion, product) is outlined, followed by competitor analysis. The target market and consumers are defined, with justification for the chosen strategy. References support the analysis, providing a comprehensive view of ENGO's market entry strategy in India. The report is a valuable resource for students studying international marketing, offering practical insights and strategic recommendations.

MARKETING
IN
INTERNATIO
NAL

OBJECTIVES
ENGO enter the Indian market with some
objectives:
Provide the platform to the
Entrepreneurs.
Brand awareness
Remove unemployment

Pestle analysis of India
 Political factor-
• India contribute for the Industry profit.
• India is influenced by the many factors these are government
policies, political interest and several political parties.
• Well developed tax system which imposed the taxes (Siguaw,
and Simpson, 2015).
 Economic factor
• Government of India allow the foreign companies to enter
the Indian market.
• Government of India make the policies these are
liberalisation of foreign capital and formation of FIBP.
• Unemployment rate of the economy is increasing
 Social factor
• The population of India is rising continuously
• India offers the cheap labour cost and the labour force
 Technological factor
• India is the third most technological advance country in the
world
• India has an advance technology

PESTLE ANALYSIS OF
INDIA
Environmental factor
Air pollution, earthquake and others are the
challenges faced by the economy.
Legal factor
Government of India allowed the foreign
companies to investing in the economy
(Sridhar, 2016).

SWOT ANALYSIS
 STRENGHT-
Natural resources
High technological power
 WEAKNESS-
Lack spirit of entrepreneurship
Legal system is very poor
 THREAT-
International competition for the natural resources
Rising labour cost
 OPPORTUNITY-
Develop the Chinese and export market
Create the global brands (Mishra, 2018)

Marketing mix
Place: ENGO can use the internet to reach at
the international level of the company.
Price: ENGO charge the helping fees in
lower prices.
Promotion: ENGO organise the events and
seminars to aware the entrepreneur for its
services.
Product: It offers the services to
entrepreneur to help them in expanding the
business at international level.

COMPETITOR
ANALYSIS
 There are many leading NGO’s in
India like Lepra society, sargam
sanstha, and others .
 ENGO charge the lower prices for
the services as compare to Indian
NGO’s.
 ENGO can take the advantage of
cost structure, resources and new
techniques of Indian market.

Target market
and consumers
 ENGO’s target the
entrepreneurs and new
start-ups.
 ENGO’s target the
Indian market to spread
the awareness.
 In Indian market, ENGO
target the small
enterprises,
entrepreneurs, new
starters and new ideas.

Justification
 ENGO can take the advantage of the subsidies
and promote their services in the market.
 Opportunity to the reduce the unemployment
rate in India by encourage entrepreneur to
expand the business (Nikolaou, and Evangelinos,
2010).
 ENGO can grasp the advantage of growing
country by establishing their business in the
economy
 ENGO will achieve the goals with the growing
technology sector (Paley, 2017)

References
Sridhar, R., Sachithanandam, V., Mageswaran, T., Purvaja, R., Ramesh, R., Senthil Vel, A. and
Thirunavukkarasu, E. (2016) A Political, Economic, Social, Technological, Legal and
Environmental (PESTLE) approach for assessment of coastal zone management practice in
India. International Review of Public Administration, 21(3), pp. 216-232.
Mishra. , KN. (2018) GST and SWOT Analysis in India perspective. GST Simplified Tax System:
Challenges and Remedies, 1(1), pp. 129-133.
Nikolaou, I. E. and Evangelinos, K. I. (2010) A SWOT analysis of environmental management
practices in Greek Mining and Mineral Industry. Resources Policy, 35(3), pp. 226-234.
Paley, N. (2017) How to Develop a Strategic Marketing Plan: A step-by-step guide. Oxon:
Routledge.
Siguaw, J. A. and Simpson, P. M. (2015) A Marketing Plan for Marketing Instruction: A Satirical
Look at Student Comments. In Creating and Delivering Value in Marketing. New York:
Springer, pp. 129-133.