University Project: Pandora Jewellery's India Market Entry Proposal

This project proposal outlines a comprehensive plan to assess the potential for Pandora Jewellery to successfully enter the Indian market. The research begins with an overview of Pandora's current international presence and then delves into an analysis of the Indian jewellery market, including its size, growth trends, and consumer preferences. The research questions focus on identifying specific opportunities, understanding the competitive landscape, and formulating effective entry strategies. The methodology employs a mixed-methods approach, combining primary research through semi-structured interviews and questionnaires with secondary research, including case studies and data from industry reports. Data analysis will involve thematic content analysis for interviews and statistical analysis for surveys. The project includes a detailed timescale, resource allocation, and ethical considerations, ensuring a rigorous and well-structured approach. The proposal aims to provide actionable recommendations for Pandora to navigate the challenges and capitalize on the opportunities within the dynamic Indian jewellery market. Appendices include a project timeline, ethical approval forms, and other relevant supporting documents.

Project Proposal
Pandora in India
Student Name:
Student ID:
Course Name:
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Faculty Name:
University Name:

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.
A consultancy company is hired to assess the current market situation of India and to fulfil
the other objectives as mentioned ahead in this paper. The consultancy company that has
been hired has current 54 staff members with twenty of them working at headquarter in USA.
The consultancy company has one branch in India through which it will be conducting the
research and helping Pandora gain understanding of the market. The consultancy company
has deputed three personnel to handle the entire research activity. Two of the personnel are
based in India and one is from headquarter.
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 understand the Jewellery environment of India
- To analyse 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 November 11, 2016 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.
The table below details on the human resources those are likely to be utilized for the
conduction of this research:
Name Position Experience Cost
Dr. Tim Hung Head Research Team 20+ Years’
Experience
HKD$3,000/day
Mr. John Lam India Head
(Research Team)
15+ Years’
Experience
HKD$2,500/day
Mr. Jose Team Member 10+ Years’
Experience
HKD$2,000/day

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
Appendix I: Project Activities and Timeline
(Milestones in Red)
Appendix – II

Appendix III: Ethical Approval Form
Business School Application for Ethical Approval for Taught Degrees
June 2012
This form should be completed for any research involving primary data collection conducted by students on taught degrees
of the Business School. This procedure particularly aims to minimize ethical issues where the primary data involves human
data and includes human beings and their records (such as medical, genetic, financial, personnel, criminal and test results
including scholastic achievements). Please note that no research may be conducted in the Business School where
participants are children.
A copy of this application will be retained by the School for up to 6 years. The Business School will provide summary
information to University’s Research Ethics Committee (UREC) and will provide further information to UREC as requested.
1. Title of project:
To understand the opportunities available for Pandora Jewelry to enter into Indian market
directly
2. This Project is:
UG Research linked to Taught Course* UG Dissertation*
PG Research linked to a Taught Course* PG Dissertation*
*May require University UREC approval – if this is the case, then a new application using the UREC form will be required.
PLEASE ENSURE THAT THIS FORM IS APPROVED BEFORE COMMENCING RESEARCH. IF NOT,
YOUR RESEARCH MAY BE SUSPENDED WITH IMMEDIATE EFFECT.
3. Principal Investigator(s):
Family Name: Given Name: Banner ID: Programme:
CHAN HOI KI MICKEY Consultancy
Project
4. Details of the Project
Proposed start date: 01/11/2106 Probable duration: 115 DAYS
Brief outline of project (Describe the objectives and methods. Write approx 150 words in everyday language)
The objective of this research paper is to understand the current situation of Pandora in the International
market and the current jewellery environment of India. Apart from that, the existing competitors of Pandora
will be assessed who are active in the Indian market. Moreover, suitable strategies will be suggested for
Pandora to enter and expand in the Indian Jewellery market. Also, recommendations will be given for
improvements based on the overall assessment.
5. Will the research involve primary data collection?
Yes No (if ‘no’ go to Question 10)
Will the research involve human participants?

Yes No (if ‘no’ go to Question 10)
6. Could the participants be considered to…
a) be vulnerable? (e.g. mentally ill?) Yes No
b) feel obliged to take part? (e.g. employees in organisationally sponsored projects)
Yes No
If the answer to either of these is ‘yes’, please explain how ethical considerations will be minimised
7. If the research generates data relating to individuals (e.g. interview quotes or unique questionnaire
responses), describe the arrangements for maintaining anonymity and confidentiality
The personally identifiable information will not be taken from the respondents. The information such as gender,
age, and other such information will be taken. The information that can identify the individual will not be in the
questionnaire such as their name, address, etc.
8. Describe the arrangements for storing data and maintaining its security as part of the project.
The data will be stored in the Google Drive which will be password protected and only the researcher will have
access to those information. No information will be kept on the retrievable drive that can be easily accessed by
other individuals. Also, analysis will be done on the personal computer and no public computer will be used for
this purpose.
It is a requirement of the Data Protection Act 1998 that individuals are aware of how information about them is
managed. Tick to confirm participants will be informed of data access and security arrangements.
9. Describe how will participants be informed of the research project’s objectives, purpose and Data
Protection Act compliance (per question 8) Please attach a participant information sheet.
The information will be given along with the questionnaire that will be given to them. For the interview, the
candidates will be informed of this act prior to commencement of interview.
10. If the research is going to be conducted within the University or its subsidiaries or partners, which
Manager or Officer of the institution has granted access?
N/A
11. If there are other relevant issues that have not been mentioned in this form please note them below:
N/A
12. Declaration of Principal Investigator:
1. The information contained in this application, is, to the best of my knowledge, complete and correct. I/we have
read the University of Greenwich’s Research Ethics Policy and accept responsibility for the conduct of the

procedures set out in this application in accordance with it. I/we have attempted to identify all risks related to the
research that may arise in conducting this research and acknowledge my/our obligations and the rights of the
participants.
2. I have discussed the project with my proposed academic supervisor or course leader, and she/he indicates they
have approves the planned research.
Signature(s): .(please insert an image of your signature)
Greenwich email address: [e-mail] Date: 02/03/2017