Marketing (Water Fans, India) Industry Term Paper

Pages: 7 (3399 words)  ·  Bibliography Sources: ≈ 37  ·  File: .docx  ·  Level: College Senior  ·  Topic: Business


Company Philosophy

While it is not stated in so many words, TPI's company philosophy seems to be to supply reliable low-end products at fair prices, while contributing to the local economy as well. This should be received well in India.

Company mission

Again, the company itself does not offer a mission statement, but apparently, its mission is growth.

Company objective

The company objective seems to be to gain market share partially be acquiring complementary businesses and folding them into is core businesses. It competencies suggest that it is probably in need of expanded markets for its lower-end HVAC products.

SWOT analysis and company resources

Financial Resources

Because the company is not publicly traded, it is difficult to obtain its financial information. However, it would be safe to say that the company is conservative in its financial dealings; East Tennessee, where TPI was founded, is a traditional area where a handshake is as good as a contract, and there have been very, very few business ethics/finance problems reported in the local press, discovered by a scan of the business newspaper of the area, the Business Journal of the Tri-Cities.

Management and Organization Style

The management and organizational style of the company is also traditional; it is not unionized.

Management and Marketing Skills

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Apparently TPI has excellent financial management skills, because of its many successful acquisitions. Its marketing skills are relatively untested in an open market, as it is planning to do in India, because its U.S. sales -- except for the power mister -- are mostly to the building industry.

TOPIC: Term Paper on Marketing (Water Fans, India) Industry Assignment

TPI has the strength of its successful acquisitions for a long period. However, it has no market experience overseas. It has an excellent opportunity in that India is beginning to have a more robust consumer market for small appliances for creature comfort. On the other hand, it is going head-to-head not only with numbers of other manufacturers of water fans and misting fans, but with the low end of the air conditioner market's players.

Foreign Market Opportunities

Home country constraints

There are virtually no home country constraints.

Host country's Constraints

India has worked to make it easier for foreign companies to do business in India. Trained managerial, professional and technical staff, as well as skilled and unskilled workers are available in India at competitive salaries. Appointing auditors and company secretaries are required in most cases, although it is not a pre-investment condition. Foreign nationals may be hired, although there are some constraints on pay.

While this is allowed, authorized dealers must verify to the government that:

"The total duration of engagement of foreign nationals by the applicant firm or company does not exceed twelve man-months in a calendar year.

"The amount of remittance sought for is in accordance with the terms of contract entered into by the applicant company with the foreign national.

"The services of the foreign national are not covered either by any foreign collaboration agreement entered into by the Indian company or under any warranty obtained providing for deputation of the foreign nationals without any remuneration or any payment during the warrant period. If the period of engagement of a foreign national exceeds three months at a time, prior clearance is required from the Ministry of Home Affairs as well as approval from the RBI."

The U.S. is India's largest trading partner" Proposals for direct foreign investment are considered by the Foreign Investment Promotion Board and generally receive government approval. Automatic approvals are available for investments involving up to 100% foreign equity, depending on the kind of industry. Foreign investment is particularly sought after in power generation, telecommunications, ports, roads, petroleum exploration/processing and mining."

Identifying problems & opportunities

These have been identified, above.

Selecting a target market

The target market has also been identified above.

Environment analysis

India is one of the oldest civilizations in the world, dating back at least 5,000 years. By the 19th century, Britain had assumed political control of virtually all Indian lands, introducing English as a major language, which it remains today, along with Indian native tongues. "English enjoys associate status but is the most important language for national, political, and commercial communication."

In 1947, the subcontinent was divided into the secular state of India and the smaller Muslim state of Pakistan. "A ... war between the two countries in 1971 resulted in East Pakistan becoming the separate nation of Bangladesh. Fundamental concerns in India include the ongoing dispute with Pakistan over Kashmir, massive overpopulation, environmental degradation, extensive poverty, and ethnic and religious strife, all this despite impressive gains in economic investment and output."

The nation is slightly one-third the size of the United States, and is bordered by Bangladesh, Bhutan, Burma, China, Nepal and Pakistan. It has 7,000 km of coastline, and claims 12nm sovereignty of the sea. Its climate varies from tropical monsoons in the south to temperate in the north.

It consists of an upland plain, the Deccan Plateau in the south, to a flat rolling plain along the Ganges Rivers, to deserts in the west and the Himalayas in the north. Natural resources include coal, with the fourth largest reserves in the world, plus iron ore, manganese, mica, bauxite, titanium ore, chromite, natural gas, diamonds, petroleum, limestone, arable land. As much as 54.4% of the nation is arable land, but only 2.74% is planted.

Natural hazards are "droughts; flash floods, as well as widespread and destructive flooding from monsoonal rains; severe thunderstorms; earthquakes."

Current national issues include: "deforestation; soil erosion; overgrazing; desertification; air pollution from industrial effluents and vehicle emissions; water pollution from raw sewage and runoff of agricultural pesticides; tap water is not potable throughout the country; huge and growing population is overstraining natural resources."

India is a party to several international agreements including: Antarctic-Environmental Protocol, Antarctic-Marine Living Resources, Antarctic Treaty, Biodiversity, Climate Change, Climate Change-Kyoto Protocol, Desertification, Endangered Species, Environmental Modification, Hazardous Wastes, Law of the Sea, Ozone Layer Protection, Ship Pollution, Tropical Timber 83, Tropical Timber 94, and more.

India is extremely populous, at 1,065,070,607, estimated in July, 2004.

The population growth rate is estimated a 1.44%, with 22.8 births per 1,000 population. The death rate is 8.38 deaths per 1,000.

The age structure is:

0-14 years: 31.7% (male 173,869,856; female 164,003,915)

15-64 years: 63.5% (male 349,785,804; female 326,289,402)

65 years and over: 4.8% (male 25,885,725; female 25,235,905) (2004 est.)

Median age:

Total: 24.4 years

Male: 24.4 years

Female: 24.4 years (2004 est.)

Population growth rate:

1.44% (2004 est.)

India's legal system is based on English common law, but it has limited judicial review of legislative acts. It "accepts compulsory ICJ jurisdiction, with reservations."

It has universal suffrage at age 18.

Economic overview

India's economy includes traditional village farming, modern agriculture, handicrafts, a wide range of modern industries, and a multitude of support services. "Government controls have been reduced on foreign trade and investment, and privatization of domestic output has proceeded slowly."

Average growth rate of the economy has been about 6% since 1990, and poverty has been reduced by about 10 percentage points. However, 25% of the population is still below the poverty line, and the unemployment rate is 9.8%.

"India is capitalizing on its large numbers of well-educated people skilled in the English language to become a major exporter of software services and software workers. Despite strong growth, the World Bank and other s worry about the continuing public-sector budget deficit, running at approximately 60% of GDP."

Indian GDP by sector:

Agriculture: 23.6%

Industry: 28.4%

Services: 48% (2002 est.)

India's communications systems 48.917 million (2003) telephones (land lines) 26,154,400 (2003) Cellular phones. According to the CIA World Factbook:

Deregulation and liberalization of telecommunications laws and policies have prompted rapid change; local and long distance service provided throughout all regions of the country, with services primarily concentrated in the urban areas; steady improvement is taking place with the recent admission of private and private-public investors, but telephone density remains low at about seven for each 100 persons nationwide but only one per 100 persons in rural areas and a national waiting list of over 1.7 million; fastest growth is in cellular service with modest growth in fixed lines.

In addition, the nation has:

Radio broadcast stations:

AM 153, FM 91, shortwave 68 (1998)

Television broadcast stations:

562 (of which 82 stations have 1 kW or greater power and 480 stations have less t han 1 kW of power) (1997)

Internet hosts:

86,871 (2003)

Internet users:

18.481 million (2003)


India has the second largest railway system in the world under a single management, with a network of 62,725 kilometers, 21.5% of which is electrified. Indian Railways operates an extensive network.

It ranks second in the world (after China) in terms of freight intensity, track to land ratio, wagons to track ratios, passengers and cargo. Freight traffic carried in IFY 1997-98 was 430 million tons, up 5.5% over the previous year. The target… [END OF PREVIEW] . . . READ MORE

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