International Marketing Report: India - PESTLE Analysis and Strategy

This report delves into the realm of international marketing, specifically focusing on the Indian market. It begins with a definition of international marketing, highlighting its significance and illustrating its practical application with examples of companies like McDonald's and Nike in India. The report then presents a detailed country profile of India, encompassing its demographics, cultural diversity, and economic landscape. It further explores the pros and cons of international marketing in India, providing insights into the advantages and challenges faced by businesses. The complexities of international marketing, including controllable and uncontrollable elements, are examined, along with the different phases of international marketing. The relevance of environmental scanning and evaluation, using frameworks like PESTLE analysis, is emphasized. The report includes a PESTLE analysis of India, covering political, economic, social, technological, legal, and environmental factors. Finally, the report concludes with a summary of the key findings and recommendations for businesses looking to expand their operations into the Indian market. The report aims to provide a comprehensive understanding of the Indian business environment and its implications for international marketing strategies.

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INTERNATIONAL BUSINESS
Student’s Name
Code + Course Name
Professor’s Name
University Name
City, State
Date

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Table of Contents
Introduction................................................................................................................................3
Country Profile- India.............................................................................................................3
Pro’s of International Marketing in India...............................................................................5
Examples of some organizations involved in international marketing in India.........................6
The complexities of international marketing – controllable and uncontrollable.......................7
Phases of international marketing..............................................................................................8
The relevance of scanning and critically evaluating the environment –frameworks to be used9
MACRO Environment.............................................................................................................10
India PESTLE Analysis...........................................................................................................10
Conclusion................................................................................................................................13
References................................................................................................................................14

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Introduction
International marketing is the international technique of coming up with and
implementing the conception, pricing, promotion, and distribution of ideas, goods, and
services to make an exchange that satisfies individual and structure objectives.
Availability of advanced communication and transportation facilities has reduced the
physical distance between the nations of the world and has created the world as a
worldwide village. Countries of the world are nearing to participate in international
market opportunities (Czinkota and Boeckmann, 2015). Customers’ needs and wishes are
not restricted to the product created and marketed among the boundary of the country.
Today’s patrons can access product or services created and marketed by
foreign companies. for example, Sony TV, Gucci purses, Coca-Cola, Rayban Glasses,
Toyota and Ford vehicles, Arrow shirts, Levy’s Jeans, Oxford’s books, McDonald’s
alimentation, and much of various product of foreign companies is a
unit merely accessible anywhere (Buckley and Verbeke, 2016).
Modern merchandising doesn’t involve only commerce or
distributing; but together embody production, finance, and personnel activities. Further,
post-sales activities are equally crucial. However, management practitioners and
specialists use every term loosely and treat, tons of or less, thanks to the similarities. The
abstract contention encompasses little affiliation to the necessary applications
(Teagarden, 2014).
Country Profile- India

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A part of the huge Indian Subcontinent, India is a very diverse country. India's 2019
population is calculated at one.37 billion supported the foremost recent international
organization knowledge. India, set in South Asia, is featheredged by the Bay of geographical
region, the sea, and therefore the Indian Ocean, and is additionally featheredged by the
countries of the Asian nation, Bhutan, China, Nepal, Burma (formerly Burma), and East
Pakistan. The Asian country is the world's seventh-largest country by space and therefore
the 2d most inhabited country with over one.3 billion residents.
On India’s legal holiday, August 15, 1947, the country was split into an Asian
country and Asian nation. The partition displaced one 27 million folks and resulted within
the death of many hundred thousand to 1,000,000 folks
Every major world faith is painted in an Asian country. In addition, Hinduism, Buddhism,
Jainism, and religious belief all originated in the Asian country.
Hindi and English are the official languages of the Asian country. The
Govt additionally acknowledges seventeen different languages and about 1,652
dialects are spoken within the country. India has the world’s largest industry
Weather:
India experiences six seasons: summer, autumn, winter, spring, summer monsoon, and winter
monsoon.
Tipped to be one among the world’s largest economies, however ill-famed for
its numerous and chaotic nature, it's straightforward to examine why those seeking to try and
do business in Asian country is each intrigued and cautious in an equal life. The poor ranking
of a hundred that the country secures on the benefit of doing index number and negative
ranking of one hundred thirty on the Index of Economic Freedom once contrasted with being
the quickest growing G20 economy (expected to examine a GDP growth of 4% in
2019) solely reinforces the incomprehensible nature of doing business in Asian country.

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Pro’s of International Marketing in India
We can verify the subsequent advantages of international selling in India:
For firms and executives from Western economies, there are several edges of doing business
in India when putting next to alternative Asian or rising country alternatives.
• With a 5,000 year heritage of welcoming foreigners to its shores, India welcomes diversity.
British based brands are very well-liked and standard in India, whereas Europeans and
Asians also are promptly accepted. India has several religions, skin colors, and languages
and you'll not feel alienated if you embrace the country while not being judgmental
• India could be a free society and internet sites, movies and music
from alternative cultures don't seem to be expurgated or restricted, with the exception
of sexy or extraordinarily seditious materials.
• Investing in India and repatriating profits or alternative gains is usually quite easy.
Foreign firms will without delay raise equity capital in India and lots of foreign firms have
subsidiaries listed on Indian stock exchanges.
• India’s location will create it an honest strategic different to China for producing and
shipping to the continent, the center East, and geographic area. Honeywell manufactures
turbochargers in Pune, and Hyundai makes cars in Madras for the African and European
market.
• India’s engineers and managers travel well globally. GE, Google, CA, Mastercard,
Reebok, and lots of others have transplanted
managers initial employed in India into company headquarters and worldwide leadership
positions. India’s talent may be a tremendous plus.
• You can without delay notice those that speak English and you'll obtain West
Germanic books and magazines altogether major Indian cities and airports. If you speak a

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serious European language like Spanish, German, or
French, you'll conjointly notice speakers of those languages in major Indian cities, because
of organizations like scoop Mueller Bhavan and Alliance Francaise and conjointly thanks
to India’s booming world call center business.
• India’s young population and growing economic power promise to be a magnet for
foreign firms for many years to come back.
Cons of international selling in India
Western means of operating missing: Most of the Indians tho' look westernized by
their means of talking or the dressing however don’t expect the
westernized means of engaging from Indian staff. Most of the Indian don’t prefer to move out
of their temperature to try to implement. Take preparations to handle Indian work vogue.
Things will modification at the last moment: The schedule of a gathering may be charged at
the last moment. The person you wish to satisfy could inform you only half-an-hour before
the meeting time that he can’t come back (K, 2018).
Delays and long processes: If you wish one thing in a very week, it's quite potent that it takes
a month in India. Time remains not that a lot of vital for a few of the Indian.
Examples of some organizations involved in international marketing in
India
Given below are some organizations that have adopted the international marketing
strategy in India and made it big.

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Coca Cola: The company focuses on understanding the Indian client, and
in exploitation these native insights to create powerful connect for its
brands. quality of cricket and show stars Activating native Indian festivals and
occasions making a definite identity for every of its flagship brands 'Coca-Cola' is
that the most recognized trademark, recognized by ninety-four of the world's
population and is that the most generally recognized word when "OK". The 2nd
INDIA A: “LIFE ho TO AISI” This designation Coca-Cola gave to the
market phase together with metropolitan areas and
enormous cities portrayed four-dimensional of the country’s population. India B:
“THANDA MATLAB COCA-COLA” India B enclosed tiny cities and rural
areas, comprising the opposite ninety-six of the nation’s populations
2. Nike: Nike India advantages from the economies inherent in style,
development and worldwide selling of the Nike brand. Nike boasts of the
biggest portfolio of sports ambassadors to spice up its selling campaign.
As Nike’s Production is outsourced minimum investment in production
infrastructure and producing staff has enabled the
corporation to apportion surplus funds for analysis and style. Dominance in
innovation, analysis, and development has arranged the inspiration for the
corporate to emerge because of the market leader within the trade. Production
of Nike footwear and attire is focused within the Asian continent with the Asian
country as a premium production hub. The prices of transportation are minimum
as production facilities are settled near to the market.

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The complexities of international marketing – controllable and
uncontrollable
Controllable elements:
1. Product: The type and nature of the product and service.
2. Price: Price or the rate of the product/service is important as India is not composed of
a balanced population in terms of financial stability and thus spending power
(Mahmoud, 2019).
3. Promotion: India’s way high on Technology, technological promotions are the best
way.
4. Distribution: Cheap labor costs are the best way to exploit for distribution.
5. Research: good Market research is very important before entering a diverse market
like India.
Uncontrollable elements:
1. Competition: Numerous small manufacturers cannot be counted for the same product,
and thus market research might not give accurate data.
2. Politics: Being the largest democracy, and one of the most corrupt nations,
malfeasance is a common practice (Naseemullah, 2017).
3. Law: SEZ’s are a great benefit, but again, a great political influence is required to
gain.
4. Consumer behavior: Consumers come in every shape in size in India, the product
audience should be very clear before marketing.
5. Level of technology: India has the highest IT power emerging, so, the level of
technology can be stated as High.

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Phases of international marketing
When a corporation chooses to try and do business abroad, the extent of
involvement needs to be set per the given stages:
1) No direct foreign selling: implies that firms don't indent to control in international
marketing, rather it concentrates domestically. However, they additionally indirectly
will operate within the international business (Internet website), once they sell their
product to foreigners or the export market (Sinha, 2016).
2) Infrequent foreign marketing: These are domestic firms that don't operate in foreign
businesses, excluding the company’s sales, that are generated by foreigners World
Health Organization explore for direct contact with the firm.
3) Regular foreign marketing: describe domestic firms that hold temporary surpluses
sold-out out of the country. Sales are generated to support handiness and haven't a lot of
inspiration to be representative within the market more on.
4) International Marketing: could be a phase in that domestic firms can provide the
product to sell abroad on a persistent basis and have the chance to control globally
moreover (Yilmazkuday, 2017).
The relevance of scanning and critically evaluating the environment –
frameworks to be used

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With a huge and diverse plus a volatile country like India, one needs to scan and
evaluate the whole situation critically. The diverse country will have every kind of people
who will have their own opinions on the SME and they may or may not prefer it.
With an opinionated population like India’s which is divided by religion and united by a
language called CRICKET, one can never guess the response to a new product or service.
Plus, there are numerous small manufacturers in the market that will be a strong competition
as their shipping rates and manufacturing rates are much lower.
The best analysis is PESTEL, which is stated further.
MACRO Environment
The macro-environment is the external surroundings factors greatly influenced the
business success, methods and decision making. These factors are uncountable by business
organizations. The wider and broader set of economic conditions is thought of as a
macro environment. India is currently one among the largest markets within
the automotive business and had been one among the fastest-growing in terms of the
economy within the world. Major huge firms like Honda, Mercedes Benz, BMW, and
Mitsubishi had already expanded their businesses into the Indian automobile market. (Navin,
2014).
India PESTLE Analysis
Political
However, India is exclusive, given its high rate, size of the selection population,
demographic, and influence of faith in the selection (Adeney, 2015). Thus,

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from A capitalist perspective, the key monitorable can include- the election result itself,
National security threats and risks, Corruption, and actus Reus, jobs and Unrest, Investment
activity, banking sector fraud victimization (Adamkasi, 2016).
Economical
The Indian economy has delayed more than different rising countries to the worldwide
economic lag and has benefited from low oil prices in recent years. Consistent with the IMF,
the Indian economy grew by 7.3% in 2018, that's that the very best growth in a pair of years
and strongest since the first quarter of 2016, driven by a rebound in industrial
activity, notably manufacturing and construction, and enlargement in agriculture. The
services sector is the most dynamic area of the Indian economy (Kumar, 2017). It contributes
to nearly 1/2 its value (48.9%) and it only employs around a straightforward fraction of its
men.
The UK experiences a lower rate of inflation compared
with one mercantilism partner, like India, the traditional rate of exchange of Sterling to the
rupee is adjusted upwards (reflated). Hence, if United Kingdom inflation is running at a pair
of and also the rate in India is seven-membered, the rupee is adjusted downwardly by the
common worthiest distinction.
1 Pounds sterling=86.09 Indian rupee
Social
The country has seen outstanding social, agricultural, and industrial progress. Life span has
doubled and also the specter of famine does not stalk the sub-continent. On the
opposite hand, India (and the South Asian region as a whole) has the world's worst economic
condition, the foremost widespread deficiency disease, and also the most in-
depth use child labor (Contributor, 2014).
Education is very valued in India and thought of good quality among

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its individuals. It's improved steadily over the years. The labor laws
of India are drastically totally different than those of the UK., lacking a similar level of
regulation that Non Profit organizations are conversant in. Child labor is additionally a
tangle in India. There are a lot of youngsters underneath the age of fourteen in India than the
complete population of the UK (Reardon and Miller, 2012). The inflation differential
between India and also the UK over this era is higher at four.2%, as
Indian costs accelerated whereas the US battled with deflation once its monetary crisis
Technological
India is sharply operating towards establishing itself as a frontrunner in industrialization and
technological development. Vital developments within
the energy sector are possible as India appearance to expand its nuclear capability.
Moreover, technology is anticipated to remodel the Indian pharmaceutical business.
Environmental
Environmental degradation is widespread and resource scarcities are growing, serving to
any impoverish India's rural population. The growing demand for power fueled for the most
part of high-ash coal contributes to pollution and chronic metastasis diseases in India.
Inadequate access to scrub water and sanitation increase the incidence
of alternative communicable sicknesses (Saikia, 2011). While not cleaner technology or more
practical environmental policies, emissions of air pollutants could increase by a
similar quantity. Over a similar amount, the region's industrial growth and its production of
chemicals, metals, and paper-the main supply of cytotoxic emissions-are expected to
extend 98 %, while not improving industrial processes and higher social
control, cytotoxic emissions and health threats could grow by an identical amount (Chow,
2011).
Legal

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The Indian government developed a free market system to get cash to handle payments of
$90 billion in external debt that existed throughout that point. Companies, like Staples,
we're inspired to ascertain operations in India as a result of the Indian government:
1. Allowed foreign firms to have up to one hundred pc of a business.
2. Cut most import duties from 300% to 50%.
3. Cut company financial gain taxes to the degree of alternative Asian nations.
4. The reduced procedure within the licensing system
India’s Macro Environment even with its problems, India has been fairly victorious
in massive undertakings just like the growth of phone lines and copyright legislation.
However, India’s political and restrictive systems need to develop and implement outline
policies and procedures that will support consistent FDI (Purani, Gopinath and Sensarma,
2015). To boot, the social and economic infrastructures of the country would like major
enhancements
Conclusion
The Indian economy is growing at a quick rate thus, it's profitable and
straightforward to try to business in the Asian nation. Low value and also
the giant market will guarantee smart profits for the businesses running their business in the
Asian nation.

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References
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Available at: https://freepestelanalysis.com/pestle-pestel-analysis-of-india/ [Accessed 21
Jul. 2019].
Adeney, K. (2015). India. Political Insight, 6(1), pp.28-31.
Asad, M. (2012). Porter Five Forces vs Resource Based View - A Comparison. SSRN
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Buckley, P. and Verbeke, A. (2016). Smiling and crying curves in international
business. International Business Review, 25(3), pp.749-752.
Chow, G. (2011). Economic Analysis and Policies for Environmental Problems. Pacific
Economic Review, 16(3), pp.339-348.
Contributor, P. (2014). PESTLE Analysis of India in five Steps. [online] PESTLE Analysis.
Available at: https://pestleanalysis.com/pestle-analysis-india/ [Accessed 21 Jul. 2019].

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Czinkota, M. and Boeckmann, K. (2015). The Honorable Merchant in International
Marketing: An Ancient Concept Newly Needed. Thunderbird International Business
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K, A. (2018). Demonetisation and its Impact on Indian Economy. International Journal of
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Mahmoud, T. (2019). Green Marketing: A Marketing Mix concept. International Journal of
Electrical, Electronics and Computers, 4(1), pp.20-26.
Naseemullah, A. (2017). The Political Economy of Economic Conservatism in India: From
Moral Economy to Pro-business Nationalism. Studies in Indian Politics, 5(2), pp.233-
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construct measures. International Marketing Review, 29(1), pp.24-53.

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Saikia, P. (2011). Political Opportunities, Constraints, and Mobilizing Structures: An
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