Global Marketing Plan Essay Example | Topics and Well Written Essays - 2000 words

Global Marketing Plan - Essay Example The present study would focus upon the international expansion plan of the UK based cosmetic firm Avea in the Indian market. The study would include an analysing of the Indian consumer market as well as a general framework for the strategic initiatives of the firm to enter the Indian market. The study would also contain a product mix that would be used by the firm in the Indian consumer market. Finally a feedback and control mechanism would also be framed that would help the firm to evaluate its strategies and generate sustainable competitive advantage in the Indian market. Introduction Globalisation has changed the dynamics of business environment as firms have expanded beyond geographical and political boundaries to reach out to new markets. The present study would focus upon the international expansion of Avea into the Indian consumer market. ... These figures also generate significance for firms like Avea as the cosmetic industry alone is being valued at 274 million US dollars. The personal cosmetic products hold the biggest potential for the entire industry with personal wash based items being valued at 989 million dollars (IBEF, n.d., p.90, 92). Target Country Profile/PEST The external environment of an organization is largely based upon the aspects of political, economic, sociological and technological factors (Wakley & Chambers, 2005, p.38). Political India is the world’s largest democracy and has been a role model for a democratic state. The nation has a stable government that is headed by the president who acts on the advice of the Prime Minister and his council of ministers that are elected democratically. This makes it one of the most attractive destinations for investment for business organizations (CIA, 2011). Economic India is one of the fastest growing economies of the world registering favourable GDP grow th rates. The growth of economy also implies higher disposable income of the residents of the nation (CIA, 2011). This holds good opportunities for business organizations like Avea to expand its operations into the Indian consumer market. Sociological India is the second most populous nation of the world having a population of approximately 1,189,172,906 individuals as of 2010. A majority of this population falls within the age group of 15-64 years which is the target market for the company. The median age of the population is pegged at 25.6 years that again represents good opportunities for cosmetic marketing firms like Avea (CIA, 2011). Technological Technological aspects also hold widespread implications on the business prospects of an