Contents

• Introduction
• External and Internal Environment
• PESTEL Analysis of Indian Market
• SWOT Analysis
• SMART Objectives
• Segmentation, Targeting and Positioning
• 7Ps of the Target Market
• Marketing Communication Plan
• Conclusion
• References

Description

Introducing a new brand in an alien country has its own challenges. First off, marketing conditions in the host country could be completely different from the parent country where the brand was developed first. Even though the market in the host country appears attractive at the outset, the ground realities could be completely different and the introduction of the new brand might not result in the desired objectives. A careful analysis of the market conditions and the company’s own strengths and weaknesses have to analyzed before decision is taken as to whether to introduce the brand or not. Careful planning can avoid many unwanted losses. This paper analyses the market of India for the introduction of HMV brand audio and video products. The paper does a careful study of macro and micro environmental analysis, SWOT analysis, market segmentation, the 7Ps and also provides measurement and control plan for marketing efforts.