| Author | Gogoi, Debojyoti |
| Call Number | AIT RSPR no. SM-00-52 |
| Subject(s) | Germany--Commerce--India
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of
Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-52 |
| Abstract | This research project has been undertaken to devise a market entry strategy for a German
company in India. This is a case study for a German company , CeramTec AG, for doing
business in electronic sector. The electronic industry is booming in India and it is
important for the European companies to know the market properly who has recently set
foot in India. As the Indian market is totally different for them a careful entry strategy to
be devised to go for full fledged business in India.
This report initially study the business environment in the context ofindia and Germany.
The macro economic data like present trade and investment between India and Germany
are presented in the report. Also, the present scenario of Indian Electronic Industry is
discussed. The Company Profile is also understood and internal environment like strength
and wealmess were found out.
Indian market of CeramTec's products is analysed on the basis of market research done
in India. The customer analysis and sectors of interest like telecom, automobile etc are
discussed. The external environment like opportunity and threat are carefully studied. A
comparative analysis is done with the biggest rival from Asia.
On the basis of market findings, the entry strategy is devised for the company. The reason
for the most suitable entry mode is discussed at length. Finally, recommendations are
made on the basis of findings and analysis for future business.
It has been concluded that Indian market is growing very steadily and the most suitable
entry mode is the branch office. The branch office is necessary for being near the
customers and do constant follow up. Also, as it involves industrial selling, it is very
important to know the customers. The products are in he growth stage of the product life
cycle which has just passed the introductory stage. This will necessitate customer
education and more involvement in the growing market. The branch office will also open
the door for other divisions of CeramTec and will enable CeramTec to go for further
business expansion like setting up manufacturing unit in near future. |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-52 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Igel, Barbara;Bechter, Clemens; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |