Ambr Eyewear: Expanding to India - Market Analysis and Strategy Report

This report analyzes the potential for Ambr Eyewear, an Irish eyewear company, to expand into the Indian market. The report begins with an introduction and then delves into a PESTLE analysis of the Indian business environment, examining political, economic, social, technological, legal, and environmental factors to assess opportunities and risks. The report proposes the development of a new product, multi-color contact lenses, tailored for the Indian market. It further outlines an international marketing strategy, including a discussion of the competitive landscape and potential modifications to the product line to enhance market appeal. The report also addresses key challenges to global expansion in India. Overall, the report aims to provide a strategic framework for Ambr Eyewear's successful entry and growth in the Indian market.

Financial
Customer
Internal process
Innovation & Learning
BUSINESS ENVIRONMENT AUDIT
Increase
Revenue
Increase the
revenues by
10% in the
target market.
Reduce the
costs and
increase the
profitability.
Improve the
marketing
communication
and design
Increase the
market share
by 7%.
Provide with the
customized
customer
experience.
Improve cost
control
Manage the
acquisitions
and also
improve the
capacity
Improve
supply chain
Optimize
through the
installation of
the latest
technology
Development
of the human
capital.

Table of Contents
INTRODUCTION.....................................................................................................................................2
TASK..........................................................................................................................................................2
Pestle analysis..........................................................................................................................................2
Developing new product with nation of origin the Ireland, which would consider has potential for
expansion into India................................................................................................................................5
Developing an international marketing tactic so that nation for Ireland based item.................................5
Key challenges to global expansion for the Ambr eye wear in India.......................................................8
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................12

INTRODUCTION
Business environment audit plays strong role for further bringing on varied scale
rise for larger efficiency goals in international business management aspects, bringing on
technical productive strength evolved on. Globally, business environment audit plays strong role
for further bringing on technical competitive growth based on international market scope. For
this report, Ambr Eyewear has been taken as company origin in Ireland which is planning to
expand in India which is one of the fastest developing country within recent time (Amber
Glasses and Sunglasses, 2021). Ambr Eyewear makes varied types of creative innovative lenses
within anti glare coding for clarity and scratch resistant aspects for varied efficiency targets. The
report will analyse opportunity in country for new products and varied services, with detailed
focus on competitive landscape for offering varied productive growth efficacy time periods.
Study will further identify aspects of international marketing strategy, based on varied market
establishments and presence goals, distribution choices for brand for reaching larger customers
target market. Research will further bring on pestle international marketing strategy linked for
decisions and choices, towards which company has advanced working scope.
TASK
Pestle analysis
External varied growth rise functionally has strong role to generate varied structural rise
among competitive functional analytical benchmarks rise informatively, where India country as
one of the fastest developing economy has large opportunities for structural growth rise
innovatively. Ambr Eyewear for expanding on India will be further heading on towards best
functional scale growth based on expertise paradigms for strengthened working innovation.
Pestle factors for further extending corporate scale rise can be analyzed as follows: Political factors: Indian economy has stable political structure aspects variedly, for
strengthened working innovation based on new companies to extend commercial
channels diversely. Ambr Eyewear further will be able to further generate larger
functional rise, for strengthened rise innovatively within India. Also company innovation
product strategy to bring on multi lenses products, and variedly competent productive
structured rise among services will be able to further expand actively. Ambr Eyewear

political working strengths platform for determining rapid working engagement goals,
higher keen working strengthened pace networks rapidly and strengthen up best shaped
up ideologies competitively (Alrishani, 2020). Economic factors: Ambr Eyewear will be able to enhance economic consistency aspects
informatively, where Indian economic situations are stable and investments have good
opportunity to further expand outputs. Economic factors further strengthen up larger
scope to enhance varied consistency aspects, expand commercial strengths variedly based
on corporate working goals dynamically. Tax rates and economic parameters further
strengthen up larger functional rise actively, based on functional working synergies rise
technically for strengthened working productive benchmarks. Economic competencies
further opens up new business scope for stringent connective benchmarks rapidly, where
Indian economics strength is functionally established based on best working paradigms.
 Social factors: The social factors such as changing rapid customer’s preferences have
high scope for further extending new varied structural growth rise innovatively. India on
basis of social factors further has high potentialities for extending new business chains
actively, where eyewear products have high demand to competitively expand. Dynamic
competitive factors within socially changing culture opens up further scope for
strengthened working strengthened varied efficiency paradigms. Indian economy is also
welcoming for new innovative businesses, where people varied preferences have high
scope for further strengthened goals informatively based on larger new expertise
competition (Cherunilam, 2020). Technological factors: Usage of technology factors, evolving within external business
has extended varied range of competitive aspects among business avenues where Ambr
Eyewear has large opportunity. It can be understood that technology factors further
enhances varied larger scope for leveraged strengthened scale expansion keenly based on
specific avenues. Company by bringing on new multi lenses services within products of
specs and varied creative working benchmarks will be able to enhance competitive
functional working scenarios. Technological factors further open up new paradigms on
stronger enlarged working scope, for which Indian business landscape holds strong
positional aspect variedly. Ambr Eyewear further also holds specific working pace for

stronger working pace networks, larger stronger vision oriented goals advancing to raise
best quality standards (Loon, Otaye‐Ebede. and Stewart., 2020).
Legal factors: The legal factors within business aspects further open up new scope for
strengthening vivid range of functional abilities, where quest paradigms further enhance
scope to evolve on higher profits. Company has been able to further generate stronger
competent scope, generate higher standardised profits within longer periods for higher
growth competent scenarios (Contractor and et.al., 2020). Ambr Eyewear needs to further
extensively head on corporate growth targets for evolving on larger competent scope
goals, keeping up with legal frameworks of international marketing determinants.
Furthermore, technical scope to generate stronger vision oriented scope further opens up
new rise parameters for larger time periods competently, for longer time period goals
informatively.
Environmental factors: Ambr Eyewear by bringing on new CSR factors being implemented
within functional parameters, strengthening corporate functional scope rise innovatively will be
able to further head on best goodwill targets. Corporate social responsibility and being ethically
sustainable opens up further rise for strengthening larger scale rise technically within longer time
periods, enhancing functional rise productively. The usage of environmental factors further
leverages wider functional scope for higher quest domains, bring on strategic connective goals
rise on towards stringent range of growth. Sustainability factors evolving on business will further
open up new scope rise actively, evolve on recent goals for bringing change in recent time period
(Sergeevna, 2021).
From the above discussed factors of pestle analysis, it can be understood that Ambr Eyewear
company by further synchronising functional productive innovation rapidly, will be able to
evolve on higher business international growth domains (Kahiy, 2020). The brand by
determining new functional benchmarks rapidly, will be further able to extensively evolve on
larger external business scope in India where economy has varied growth. Company by further
heading on corporate scale expansion, will be able to evolve on stringent rise actively based on
specific keen performance functional rise actively which further opens up new rise. International
marketing is widely correlated with external factors shaping up new business scope rise

functionally, determining new vision oriented goals actively and strengthen up larger scope on
revenue growth.
Developing new product with nation of origin the Ireland, which would consider has potential
for expansion into India
Without developing and introducing any new item or service into profitable market, a
company is unable to obtain competitive edge and key opportunities that offer by several factors
like technology, social, legal etc. Ambr Eyewear as Ireland brand may take efforts to enter into
Indian market because India is one of those nations where firm may obtain many business
growth opportunities in term of increasing profits margin, generating revenue, and maximizing
customer base, as population in India may capable to afford a product which they prefer to buy
because of economic stability. Furthermore, company may gain other opportunity and that is
technology advancement and usage within new market or nation where people prefer to utilize
social media and other digital communication channels to get basic, but important information
about a thing whether it is an item or service.
By grabbing these two and many more opportunities that may exist within Indian market,
Ambr Eyewear may successfully introduce its new item and that is multi-color contactless which
target customer prefer to purchase exchange of money and wear a new confidence that allow
them to capture eye of those (Jabbou and et.al,., 2020).
In the India, people may adopt innovative items and tend to buy these and Ambr Eyewear
may give them this chance in term of launching multi lenses that gain the attention of innovation
lovers and offer them appropriate satisfaction, which in turn increase sales, and profitability of
company even better than existing rivals. It may take initiative of offer varied forms of lenses in
many color that may gain attention of new customers and provide proper satisfaction to them,
which is quite essential for brand to do so.
Developing an international marketing tactic so that nation for Ireland based item
Executive summary-
Global marketing is defined as procedure of promoting a business or product worldwide
for commercial purpose (Aashirwad Kumar and Kumar, 2020). This process provides several
advantages to a marketer who is accountable to do so and also provide benefits to owner for

which they may take initiative to develop effective and most influencing global marketing
strategy. Here, this tactic may develop in the context of Ambr Eyewear that efforts to enter into
Indian market to offer customers, multi-color eye lenses. With the help of developing strategy
company grab each opportunity related to business growth in term of increasing web traffic even
wider than earlier within Ireland market.
Justification based on opportunity in India for multi-color eye lenses-
In India there are many valuable and beneficial opportunities in regard to multi-color eye
lenses success may accessible that firm may achieve in precise manner. The most advantageous
chance is innovation preferences of Indian in term of tending to buy creative item such as current
one that provide unexpected benefits to them and enhance their satisfaction level, which is quite
essential for company to increase more than any other brands as competitors that existed within
Indian market. High technology and stable economic are those opportunities that firm may find
within target market and grab to grow continually. These chances may bring a lot of advantages
to Ambr Eyewear in term of building its strong brand image and generating brand awareness all
over the world (Loizidou and Argyri, 2020).
Providing an overview of competitive landscape for offering that organization developing
in allocated nation
Competitive landscape is a kind of business analysis approach that help to determine
direct or indirect rivals who are capable to put negative impact on a company and their offerings.
The existence of well-reputed brands like Lenskart, Freshlook, Bausch & Lomb soflens, clear
contact lens, etc. may determine as the main competitive landscape for offering that Ambr
Eyewear may develop in Indian market in term of multi-color lenses. Each company in term of
key rivals may offer quality items to Indian on the basis of their demand and preferences, which
may give tough competitive to chosen firm and drive the attention of marketer to do something
creative that help to gain competitive edge (Schmidt and von der Oelsnitz, 2020).
Discussion based on item and modifications –
Ambr Eyewear in order to expand its business and increase profits margin, may take
decision to enter into Indian market, where it may tend to offer or provide the best quality
innovative contact lenses to customers, which may capture their eyes because management may

take decision to provide multi-color lenses that allow them to satisfy each and every customer
needs and fulfill their demand, which help a buyer to retain with brand forever as it attempt to
cater creative products in market. Organization within Ireland is known for its quality lenses, but
to grab existing growth chances it may take action to make some modification in current goods
range in term of producing or offering multi- lenses.
Market establishment-
In form of market development, firm may utilize STP which enable marketer to choose
potential group of customers that interested in purchase of item new item more than purchasing
from key rivals. According to strategic framework, firm may choose psychographic,
demographic and behavioral segmentation strategies (Amadea and Purwanegara, 2020).
Furthermore, it may also take differentiation targeting strategy into their consideration through
which may target male and female both whose need and preferences related to any product may
different from each other. For purpose of brand positioning, marketer may choose and utilize
social media tools to influence customers and their mind that enable them to take decision
regarding multi-color lenses purchase, which is the best to generate web traffic.
Pricing decisions-
It is quite important for marketer to choose appropriate pricing strategy, which enable
them to gain the attention of new customers. They may select competitive pricing tactic related
to new product before entering into India. This is the best way to quickly increase profits margin
and gain competitive advantage (Do and Nguyen, 2020). This decision help company grow even
better and get unpredicted success, through which it may give tough competitive to rivals. Before
launching an item or service existing or new market, organizations like Ambr Eyewear may take
decision to put a pricing tag on products, which drive their attention towards taking further
judgement and conducting efforts in term of strategic international marketing strategy
development by considering each factor.
Effective promotional efforts-
Along with above efforts, marketer may put more in term of selecting effective
promotional tools or method that help to establish organizational as well as its product awareness
in allocated nation and to contribute in establishing market presence (Halkias and et.al, 2020).

They may choose Instagram to promote multi-color lenses and generate excellent awareness
about it in new market, where it may achieve strategic goals and objectives of business in precise
manner.
Tools to establish market presence-
Marketer may select website, holdings and billboard as physical evidence tools that help
to establish effective market existence of Ambr Eyewear and assure customers that this company
is authentic as it may offer really a quality product by adding value for target market.
Distribution choices-
Organization may take initiative to choose the best and appropriate distribution source
through which it may sell its item in Indian market. They may take decision to open own outlet
where management may take action to hire local people who know market and current market
trend even better. With this distribution center, company may take efforts to satisfy target
consumers and retain them with firm offering that is also important for them to take into their
consideration. It may take judgement to well-establish own store where management may focus
on interior and layout, which help increase customer base.
Brand-
Ambr Eyewear may take decision to establish its brand name for which they may take
discussion with key managers and other stakeholders. It is essential and beneficial to choose
appropriate way and approach for establishing brand image in India, where target customers tend
to purchase quality and appropriate quantity items just like firm may offer to them (He and Ortiz,
2021).
Key challenges to global expansion for the Ambr eye wear in India
Global expansion is one of those beneficial procedures that help a company like chosen
brand to obtain a lot of advantages in term of increasing customer base, profits margin and
establishing excellent brand image globally, for which many organizations efforts (Kaufman and
Tessler, 2021). This process is quite challenging when organization take decision to expand its
venture into new nation and that is India. It may face varied challenges that are;
Local competition-

It is quite common challenge that each brand whether it is small or large may face while
entering into new market or country to introduce and start selling their product. Ambr Eyewear
may also deal with this issue in term of facing and giving tough competitive to existing players
within Indian market where it may attempt to enter and sell multi-color eye lenses especially for
women’s who prefer to style for specific occasion or function with an attractive eye lenses that
make their eyes much prettier than ever.
Emerging demand for innovation-
In term of key challenge, it also affects negatively upon Ambr Eyewear when it takes
initiative to expand business into India. Due to current market trend, people may change their
buying behavior and decision making process that may directly put negative impact on company
success. Their emerging demand for eye lenses with additional or unique feature in allocated
nation may influence organization plan and strategy negatively, which is not acceptable by
management because it may lead to decrease its success criteria and chance to obtain competitive
benefit (Umadi and Kasztelnik,2020).
Language barrier-
Global expansion is not an easy task, which any company whether it is small or large
may conduct practically and obtain benefits through it (Overcoming 5 top challenges of
international expansion, 2020). During this process, Ambr Eyewear may face varied challenges
among which language barrier is the one, which occur due to language differences between
Ireland and India as Indian use mostly Hindi because it was there mother tongue and Irish Gaelic
is mostly spoken in Ireland. So it is quite difficult for SME to understand customers’ needs and
demand.
Tax codes & compliance problems-
Managing tax related regulation, especially during procedure of global expansion may be
a headache even when company only operating in a single country. While entering or taking
decision to enter into Indian market, Ambr Eyewear may face challenge related to heavy tax
duties, fees and tariffs for global trade that may be a major challenge for them as well as its

business to strive. It is quite time consuming and challenging activity for firm to be aware and
get information of trading standards as well as legislations that was totally new as it operates
venture into Ireland and now plan to enter into India (Trigkas and et.al, ., 2020).
Supply chain risks-
Exports, imports, logistics and shipping are all things that Ambr Eyewear departments
dedicated to. Managing a supply chain network across national boundaries may be an actual
challenge that lead to increase work pressure for workers and management as well (The Top 4
Challenges of International Expansion, 2020). Along with business expansion activities,
organization may take initiative to handle this challenge as well that may put negative impact on
its business progress and lead to decrease operational efficiency that
Insufficient understanding about target market-
Due to language barrier and other firm may not be able to understand target market needs
and expectations, which is one of those key challenges that it may face during expansion process.
Inappropriate understanding about Indian market and people may lead to decrease sale, success,
growth and productivity of company which is not acceptable and suitable for its market image.
This challenge may bring more issues for firm that they may unable to deal or solve it quickly
because of starting venture newly at market which understanding is not sufficient for
management (Amber Blue Light Glasses, 2021).
Linked between PESTLE and international marketing tactic-
Ambr Eyewear and its marketing department may take initiative to develop the best and
most effective international marketing tactic, for which it may consider each factor by using
PESTLE analysis model. It helps to define current business environment within Indian market
where company attempt to enter for selling multi-color eye lenses to Indian customers, as per
their style and choices. The overall advertising strategy may develop on the basis of effective
techniques and satisfaction of new target segment. With pestle analysis firm may determine key
opportunities that marketer may grab and get success by developing effective international
marketing strategy. Each stage, management may take by considering political, social,
technological, environmental and other factors (Chou, 2020).

CONCLUSION
By summing up above discussion, it has been summarized that organization by
considering business environment and determining existing factors within new allocated nation
has successfully entered into profitable market. By offering multi-color eye lenses to customers
within India, firm has generated a lot of revenue that have increased its productivity as well as
profitability, which require to gain competitive edge within new market where competitive
brands are already existed. Furthermore, from above analysis, it has been concluded that by
taking right decision in term of using Instagram, establishing own outlets and related to other
areas, organization has obtained positive outcomes of its international marketing strategy. It has
overcome the negative impact of key challenges by taking varied initiatives and considering each
factor that has been identified through Pestle analysis as strategic framework. Moreover, it has
been identified that by using billboard and other tools, company has gained varied benefits such
as above that is beneficial and essential to gained.

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