Date of Graduation

5-2018

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Finance

Advisor

Jensen, Dr. Molly

Reader

Kali, Dr. Raja

Abstract

The purpose of this thesis is to examine four different modes of entry when selecting a market entry strategy in an emerging market and learn how to succeed in the world’s largest growing market, India. The introduction chapter discusses the development of international business and why companies choose to expand internationally, honing in on market entry selection in emerging markets. Market entry strategy is broken down into two primary components: county or market selection and mode of entry. Chapter two introduces India as the emerging superpower of the 21st century and conducts both a PESTEL and Porters Five Forces analysis on India’s Food and Beverage Market. The body chapters identify four separate modes of entry: exports, wholly owned subsidiary, joint venture, and franchise. Each approach is analyzed in the body chapters while examining four different companies and their market entry strategy. Nestle, Coca-Cola, Pepsi Co, and Pizza Hut each share the commonality of having established a significant business presence in India and in the food and beverage market. However, they differ in their strategy of how they entered the country and their continued marketing/distribution strategy. Finally, each company faces challenges regardless of the approach used to implement and this is examined by unique case studies for each from both research and personal accounts from company executives. The last section focuses on WINNING in India and recommendations for success from a variety of sources.

Keywords

India; market entry strategy; international business

Submission.pdf (387 kB)

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