Home Water Filtration Product
Home Water Filtration Product
EXECUTIVE SUMMARYWater is one of the most vital parts of human being, especially on those areas who have a hard time to get clear and purified water; there will be some new company will always try to purify what people will be drinking. Now Blair Company Inc. was founded by Eugene Blair in 1975. The company`s mission is to provide equipment that will meet the needs of its target market in terms of filtration and purification of water for having high quality water. As part of the organizational goal, the company is also aiming to enter international market to be able to be known in both local and international level and position itself in the global competition. As part of the geographic expansion of the company, they are trying to produce innovative products to meet future needs in terms of water purification and filtration. Rahul Chatterjee, one of the company`s international market liaisons, had made two fact – finding trips to India to survey the Indian market and competition for home water filters and purifiers, and the foreign investment issues in India. Based on these findings, he had to evaluate the feasibility of launching the company`s own delight home purifier in the Indian market. After several researches and analysis made on the data obtained, he provided his recommendations on the appropriate entry strategy for the Indian market. . The decision the company Blair faces in this case is if they should enter the Indian market for home water purification. The market in India for water purifiers is not easy to describe. On one side it seems to be mature with only a few established and mainly Indian competitors. On the other side, the Indian market shows to be more fragmented with no big competitor but many small regional ones. Now our objective is to provide a strategic marketing plan for Blair water`s entry into the water purifier market in India and also discuss the advantages and disadvantages of the three modes of entry into a Indian market, the important elements of an entry strategy and also to develop the competition analysis matrix in the water purifier market which would also aid in developing the strategy.
BACKGROUND OF THE STUDY Introduced 1st home water filtration product in early 1990’s. India has poor quality water. Blair Company sent executive to study Indian market.Mission Statement The company’s mission is to provide equipment that will meet the needs of its target market in terms of filtration and purification of water for having high quality water.Vision Statement The company is also aiming to enter international market to be able to be known in local and international level and position itself in the global completion.Our Customer 40 million households of middle- and upper- middle-class households in the United States and the European Union.4 million households who had similar values and lifestyles.50% of our target market used boiling to make clean water. 40% of our target market used a mechanical device to improve their water quality.Values Trust through customer education and interaction Superefficient filters High Value for Money After-Sales Service quality Awareness, Visibility and Availability (Distribution)