Course Project: Pandora's Indian Market Entry Strategy Proposal

This project proposal examines the opportunities for Pandora Jewellery to enter the Indian market. It begins with a research title and background, highlighting the company's global presence and its absence in India, a significant market. The research poses questions about market entry opportunities and sets objectives to assess the current international situation of the company, analyze the Indian jewellery environment, evaluate Pandora's competitive advantages, identify suitable market entry strategies, and provide recommendations. The research methodology employs a mixed-methods approach, combining primary and secondary research. Primary research includes semi-structured interviews with industry leaders and questionnaires distributed to assess market suitability. Secondary research involves case studies and data from various sources. Data analysis methods include thematic content analysis for interviews and statistical tools for surveys. The project is scheduled from February 20, 2017, to March 11, 2017, and utilizes resources such as finance for phone calls, computer and internet access, and online data access. References and appendices, including a Gantt chart, are also included to support the research process.

Project Proposal
Pandora in India
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Table of Contents
Research Title.............................................................................................................................2
Research Background.................................................................................................................2
Research Questions and Objectives...........................................................................................3
Research Question..................................................................................................................3
Research Objectives...............................................................................................................3
Research Method........................................................................................................................3
Research Design.....................................................................................................................3
Data Collection.......................................................................................................................4
Data Analysis.........................................................................................................................5
Timescale...................................................................................................................................5
Resources...................................................................................................................................5
References..................................................................................................................................7
Appendices.................................................................................................................................8

Research Title
To understand the opportunities available for Pandora Jewellery to enter into Indian market
directly
Research Background
Pandora Jewellery is the largest international jewellery maker and it has covered many
countries around the world through its online and offline store. The company was found by a
Danish goldsmith in Copenhagen in 1982. The company has more than 10,000 retailers in 70
countries. The sales data from the year 2011 was astonishing as more than one piece of the
company’s product was being sold every second ("PANDORA", 2017). The growth story of
the company is appreciable. However, one crucial jewellery market company has ignored till
date is India. The Indian jewellery market has reached around $40 billion every year and it
has been estimated that till 2021 it will keep growing with the rate of seven per cent. The
company has not yet entered India (“Pandora Bracelets”, 2017). The major reason behind
could be the different orientation of the materials for jewellery as Indian market is mostly
gold and diamond whereas Pandora is mostly oriented towards silver based jewellery.
Some analysts are expecting that as the Indian consumers prefer western brands more than
Indian brands – mostly youngsters – and therefore it can become a good market for the
company. The young generation in India is accepting Jewellery as the fashion brand similar
to their previous generation. Therefore, considering these aspects it can be stated that the
company might gain appreciable growth in the Indian market. Moreover, the experience,
brand, deep pocket is likely to give it strong hold in the Indian market.
The current paper will assess the opportunities that are available for Pandora Jewellery to
enter into the Indian Market. The assessment will cover the analysis of the environment in

which the company will operate and the presence of competition and the likely strategy that
can be considered by the company to ensure successful entry into the market.
Research Questions and Objectives
Research Question
What are the opportunities available for Pandora Jewellery to enter into Indian market
directly?
Research Objectives
Based on the research questions, given below are the research objectives for this paper:
- To assess the current situation of the company in the International market
- To assess the Jewellery environment of India
- To assess the competitive advantage of Pandora in comparison to other national and
international jewellery companies in India.
- To identify strategies that will be suitable to enter and expand in the Indian Jewellery
market.
- To recommend improvements based on the overall assessment.
Research Method
This section is concerned with the research method that will be adopted to meet the research
objectives as stated in the previous section.
Research Design
There are two forms of research method and are primary research and secondary research.
The primary research is concerned with the collection of primary data and its assessment to
reach the research results. The demerit of this method is that it is time consuming and
requires monetary investment from the researcher. However, it also allows the researcher to
look for solutions as required by the research instead of already identified data set. On the

other hand, the secondary research is also called as desktop research where the online sources
can be accessed to meet the research objective (Bowen, 2009). This research paper will
consider mixed research method to meet the objectives. The combination of primary and
secondary research together will ensure that all the objectives are met successfully. This will
allow flexible approach towards data collection and objective achievement.
The secondary research method will consider the case study based approach to understand the
position of various existing companies in the Indian jewellery market to understand the
market situation and challenges. The case study approach has been used sparingly to gain
insight into the market condition (Guthrie et al, 2004). It has been identified that the case
study research method can help in understanding the factors that are closely related to success
or failure of companies in the Indian market.
Data Collection
There are various methods that can be adopted to collect the data that can be used to meet the
research objective. Some of the data collection methods have been discussed in the sub-
sections below and the suitable one has been chosen for the research.
Interviews
The interviews are of various types such as structured, semi-structured, or unstructured
(Gubrium & Holstein, 2002). This research paper will use semi-structured interview to assess
the opinion of the industry leaders who have spent appreciable amount of time in the
jewellery industry. The total number of participants for the interview will be five. From these
five participants, two will be from the Indian jewellery market and the rest of the three will
have substantial experience in the International jewellery market. The interview will be
conducted through telephone.
Questionnaires and Surveys

The questionnaire will be used to assess the suitability of Pandora entering into the Indian
jewellery market. The questionnaire of ten questions will be developed and will be distributed
to fifty individuals through LinkedIn and Facebook contacts.
Secondary Sources
The secondary sources such as previous researches conducted by the researchers will be
utilized to understand the Indian market and suitability to enter along with the appropriate
strategy. Moreover, the data from research agencies and credible news agencies will be used
for the analysis.
Data Analysis
The data analysis will be conducted based on the type of data collection method used. The
data collected from the interview will use thematic content analysis to understand the
orientation. The data collected from the structured survey will be analysed using statistical
tools like descriptive statistics and correlation analysis. The use of suitable graphs and charts
will be facilitated.
Timescale
The research will be conducted from February 20, 2017 to March 11, 2017. The timescale
given in the Appendix shows the various activities that will be considered while undertaking
the research and its duration. The appendix shows the Gantt chart.
Resources
The resources that will be used to conduct the research activities are given below:
- Finance: The use of secondary resources and online method of research will save
substantial cost. Therefore, rarely any amount is going to be invested expect on phone
calls to the participants.

- Equipment: The presence of computer and hardware with the researcher and the
access to the internet will be enough to facilitate the research.
- Data Access: The data will be accessed from the local online library and other
international portals available on the internet.

References
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative
research journal, 9(2), 27-40.
Guthrie, J., Petty, R., Yongvanich, K., & Ricceri, F. (2004). Using content analysis as a
research method to inquire into intellectual capital reporting. Journal of intellectual
capital, 5(2), 282-293.
Gubrium, J. F., & Holstein, J. A. (2002). Handbook of interview research: Context and
method. Sage.
Pandora Bracelets. (2017). Fortune.com. Retrieved 16 February 2017, from
http://fortune.com/2017/01/27/pandora-bracelets-will-soon-be-sold-in-jewelry-obsessed-india
PANDORA. (2017). PANDORA. Retrieved 16 February 2017, from
http://www.pandora.net/en-gb/company/about

Appendices