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India as Destination for Western retailers. Opportunities, Challenges and Strategic Decisions

:	Janine Rößiger
:	India as Destination for Western retailers. Opportunities, Challenges and Strategic Decisions
:	Diplomica Verlag GmbH
:	9783836618458
:	1
:	CHF 38.30
:

:	Einzelne Wirtschaftszweige, Branchen
:	English

:	110
:	kein Kopierschutz/DRM
:	PC/MAC/eReader/Tablet
:	PDF

In 2010 the Indian market is estimated to be as big as the European Union. The latest Global Retail Development Index ranks India as the top destination for Western retailers even before rising stars like China or Russia. The purchasing power is rising in India. Hence, the Indian market has huge potential for foreign investment. The Indian market is a market multi-national companies should not miss because of its future importance.But India is also a country with a very unique and complex culture. Indianizing a retail company's assortment and strategy is key to succeed in India. Knowledge of the unique characteristics of the Indian market and culture is vital. When a Western retailers has to decide if the Indian market is a possible destination, the company has to asses which facts speak in favor of India and which speak against the country’s retail market. The Indian (retail) market provides both opportunities and challenges for Western retailers on a massive scale. This book starts with an overview of the opportunities of the Indian (retail) market such as growing consumption and a demographic advantage. The study also describes the challenges of the Indian market such as the weak infrastructure and the challenges the Indian culture provides. Based on this knowledge, the second part of the book introduces strategic decisions. Necessary adaptations to the Indian market, e.g. when dealing with Indian personnel or communicating with Indian customers, are discussed. Moreover, guidelines, e.g. for choosing the appropriate form of market entry and for choice of location, are presented as well. Finally, recommendations for Western retailers planning to enter the Indian retail market sum up the main results.

Kapitel 4.3.1

Choice of target regions:

First of all, the opportunities and challenges of the various Indian regions will be discussed and the discussion begins with Western India. On the positive side, Western India is characterized by an infrastructure which is above the Indian average and a high supply of skilled workers and mangers. Moreover, the working climate is professional and productivity is high. There are large regional and local consumer markets. But there are also certain drawbacks. Location costs are high. There is much domestic and foreign competition. The business climate is above the Indian average and the state governments are investor-friendly, but both investor friendliness and business climate are not as good as in Southern India. Hence, Western India should be analyzed further as target for retail engagement of foreign retail companies.
Southern India has certain advantages for foreign retail investment. The state governments are investor-friendly and t

	India as Destination for Western retailers Opportunities, Challenges and Strategic Decisions	1
	Table of contents	3
	List of tables	5
	List of abbreviations	6
	1 Introduction	7
	2 Opportunities of the Indian retail market	9
	2.1 Structure and size of the Indian retail market	9
	2.2 Consumption	11
	2.2.1 General facts	11
	2.2.2 Urban vs. rural consumption	14
	2.2.3 Consumption behavior	16
	2.3 Demographic advantage	19
	2.4 Deregulations	21
	3 Challenges of the Indian retail market	23
	3.1 Real estate	23
	3.2 Infrastructure and logistics	24
	3.2.1 Infrastructure	24
	3.2.2 Logistics and dealing with suppliers	27
	3.3 Bureaucracy, corruption, legal system	31
	3.3.1 Bureaucracy	31
	3.3.2 Corruption	34
	3.3.3 Legal system	36
	3.4 Culture	37
	3.4.1 Power distance	38
	3.4.2 The roots of the Indian understanding of hierarchy	40
	3.4.3 Time	50
	3.4.4 The roots of the a different understanding of time	53
	3.4.5 Context	54
	4 Strategic decisions	56
	4.1 Choice of form of market entry	56
	4.1.1 Liason Offices	57
	4.1.2 Franchise systems	58
	4.1.3 Joint ventures and 100% subsidiaries	59
	4.2 Choice of format of retail outlets	62
	4.3 Choice of location	65
	4.3.1 Choice of target regions	66
	4.3.2 Choice of target states	67
	4.3.3 Choice of target cities	70
	4.4 Assortment adaptation	74
	4.5 Personnel	79
	4.5.1 General facts	79
	4.5.2 Identification of staff	80
	4.5.3 Expatriates vs. Indian managers	81
	4.5.4 The influence of culture	84
	4.5.5 Motivation	87
	4.5.6 Leadership style	88
	4.5.7 Loyalty	90
	4.5.8 Labor laws and trade unions	91
	4.6 Pricing	92
	4.7 Communication	93
	5 Recommendations	97
	References	101