When planning to expand to a new country for a global business venture, it is crucial to carry out both internal and external environmental analysis to evaluate threats and opportunities in the market. Organisations that appraise market scenarios in targeted business locations before expanding to the markets often become profitable (Guy, 2009).
Coffee Roasters the largest supplier of coffee roasting apparatus and the leading training centre on how to roast and grind coffee in Australia and New Zealand needs to carry out market analysis before expanding to India. The organisation should evaluate the country’s business environment, the level of competition in the market and the impact of cultural and ethical factors. Moreover, it should determine the most appropriate market entry strategy and marketing plan.
Coffee Roasters’ decision to expand to India is based on the finding that the country’s demography, economy, geography and political structure create a conducive environment for trading. India is the second populous country in the globe. According to Roche (2013), the country has a population of more than 1.21 billion people. The population growth rate of the country is 1.41%. As a result, experts project India’s population will match that of China by 2028 (Roche, 2013).
The country’s residents appreciate diversity. India has more than 2, 000 ethnic groups living together peacefully. Besides, almost all world religions are represented in the country. The major languages used in India are Hindi, Bengali, Telugu, Tamil and English. English is widely used for national, commercial and political communication (Official and Regional Languages of India, 2011).
The India economy is also productive. India’s economy is one of the largest and fastest growing economies. Unfortunately, the country’s level of poverty is significantly high.
Experts point at poor policies as the cause of the high poverty rate. They say past governments created laws that limited foreign investment. The laws also created numerous processes that those wanting to start businesses had to navigate through before getting accreditation. However, due to change in political leadership, the country’s economy has been growing steadily.
The growth has been mainly in the service and manufacturing industries. The India government is investing in the agriculture industry to continue enhancing its economic growth. One of the country’s great strength is its effort to develop its economy by investing in an efficiently education system. India has become a leading actor in the field of high tech due to its greatly educated labour force (The Indian Economy, 2013).
India is strategically located near China, Bangladesh, Bhutan, Nepal and Pakistan. These countries produce high tech labour force and have well established economies. Most of the countries enjoy political stability making the region viable for trading. The government has diplomatic ties with the neighbours.
India is a sovereign, secular and democratic republic. It has a parliamentary system of government. As a result of the democratic policies of the Indian government, the country enjoys political stability, and Coffee Roasters can benefit from the tranquillity by investing in the country (Indian Political Structure, 2013).
Since the Indian government has enacted favourable foreign investment laws, international and transnational businesses find it necessary to trade and invest in the country. The attractiveness of the Indian market means organisations must manage competition efficiently to have competitive advantage. CoffeeWorkz and Indiamart are some of the leading manufacturers of coffee machines in India. Coffee Roasters competes with them by using different strategies.
First, the organisation invests in producing quality equipment. It has acquired a wealth of experience trading in the global scene since it has been working with many international coffee machine manufacturers in Australia and London for decades. The organisation has been working with actively working professional baristas to create high competitive coffee machinery products and plans to continue to have control of the Indian market.
Apart from producing high quality products, Coffee Roasters trains individuals and corporate bodies on how to roast and grind coffee to achieve the best results. Training people portray Coffee Roasters as a responsible and proficient trader who understands the needs of its clients.
To continue improving its positive public image, the organisation has been providing support for individual and business people who need help to roast their own coffee or start coffee roasting business. The organisation has also been using varied marketing techniques such as internet marketing and giving of free samples to inform the market regarding its brand (About Us Gold Coast, 2012).
A captivating feature in the market is that the nature of competition can change over time. Competitive roles can be changed by making the right marketing decisions. Coffee Roasters understands this market dynamic and ensures that it focuses in using technology in developing products that meet the demands of the market.
Since Coffee Roasters has the necessary capacity for managing competition and has determined that the Indian market is a lucrative trading location, it should assess the impact of cultural and ethical elements in India and determine the best market entry strategy before expanding to the market.
References
About Us Gold Coast | Coffee Machines Australia | Coffee Roasters Australia. (2012). Web.
Guy, F. (2009). The Global Environment of Business. Oxford: Oxford University Press.
Indian Political Structure. (2013). ThinkQuest : Library. Web.
Roche, E. (2013). India’s population to match China’s by 2028 – Livemint. Livemint.com – Breaking Business News, Latest Financial News Headlines, Stock Market Quotes. Web.
Official and Regional Languages of India. (2011). India Map, Map of India. Web.
The Indian Economy – Third World Economies. (2013). Information About Several Third World Economies: Cuba, Pakistan, Iraq, Somalia, etc. Web.