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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: International Marketing

Internal Assignment Applicable for September 2019 Examination

1. You are the manager of a European company and now want to set up a

manufacturing unit in Asia to lower your cost base as well as to address the

growing Asian market. You have a choice of setting up either in India or in China.

Evaluate the two location options of setting up the Plant and Business on basis of

International Business & Marketing Environment parameters to come to a decision.

(10 Marks)

2. You are the CEO of a Mining Equipment company and wish to enter India. You

have a strong global brand and generally potential customers in India know about

your brand. Evaluate any 3 entry options to enter into India. Which of the market

entry options would you finally choose & why? (10 Marks)

3. The Sri Lankan Shampoo market has strong growth and reasonable volume. The

market is dominated by Unilever and P&G which have more than 85% market

share amongst themselves. The rest 15% percent are scattered between 2-3 local

players. Unilever and P&G are at similar price point while all the other local

players are about 10-15% cheaper in prices. The top two parameters of buy of the

consumers there are Long Hair & Dandruff in that order. While Unilever positions

itself more on long hair, P&G is more strong on dandruff platform, Other local

players are mixed (confused?) positioning. One of the biggest reason for lower

market share of local players is perception of poor quality of packaging and

product. Both Unilever and P&G manufacture in India and export to the Sri Lanka

market.

You are an Indian FMCG player with Shampoo in your portfolio and have a

reasonable share in the Indian market on herbal platform. You are now eyeing that

market where there is no clear number 3. You have decided to export your product

to the Sri Lanka market

PLEASE CHECK BELOW

a. Suggest what would be your pricing strategy for the new brand of shampoo that

you would introduce in Sri Lanka market based on the information. (5 Marks)

b. Suggest the possible brand positioning for your Shampoo. (5 Marks)

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