Essay - International Marketing Strategy Introduction: the Concept of Brands is Like...

INTERNATIONAL MARKETING STRATEGY

Introduction:

The concept of brands is like putting the name of ***** maker on the product and ***** main purpose is to give an assurance to the purchasers about ***** quality ***** the product. Earlier, ***** production facilities used to be confined to one country ***** the products were shipped all over ***** world for sales. Thus the brand name ***** ***** assure consumers that the product would ***** the same ***** over the world. Today, *****s with the same name are made all ***** the world, and often, in the end they convey nothing except an image to the consumer who makes the purchase.

Analys*****:

The case that we are referring ***** here is with regard to the experiences of Timex in India. In order to understand ***** situation which prevailed when Timex came ***** launch its product in India, we have to ***** an understanding about the *****n market which existed at ***** time. The Indian watch market during that time had two types ***** *****es - one was that which was being manufactured within ***** ***** and those which were ***** smuggled into the country. This is a particularly unique feature of ***** less developed countries in the world, wherein the imports ***** being decided by the politics and policies ***** the government and ***** not the real practical economics of the country. ***** is what has made India to be the largest dominant market for gold, even though we could *****e that not much gold is ***** mined within this country. *****re were a number of watches which were of considerably good ***** ***** ***** ***** being actually ***** in and they were all of international br*****s. The exposure being ***** by the ***** to a large volume of international brands which ***** also ***** high quality and reputation made ***** Indian market to be a relatively open and profitable market ***** international products.

The sources for foreign watches were *****ly Singapore and the Arab countries. Even today, fairs are held in those countries for purchases by Indians ***** these fairs are widely advertised in India. The major manufacturer of ***** ***** India in those days was HMT or Hindustan Machine Tools. This fact*****y ***** set up in collaboration with Citizen Watches of Japan in 1961. This was given the right ***** manufacture ***** watches ***** ***** and the qualities of the ***** that they made were decent. They ***** mainly functional and not fashionable. Even today, the main reason for purchases of watches in India is function of giv*****g time ***** not fashion. This can ***** seen in the fact that the ma***** range of ***** ***** is at the functional end. HMT watches have always been mechanical and well establ*****hed in ***** market.

In spite of all the *****heavals ***** the market that has been talked about, HMT still commands a 22 percent sh*****re of the market and imports, now legalized, constitute more than 11 percent of the *****. The total