Introduction

          Every business is subject to factors that affect the firm’s function as a whole. These factors are the ones attributed for the success or even the failure of a business. In the light of this, there are certain ways or techniques that can be considered in order to emerge and continue to be competitive within the market place. The marketing concept has been defined as ‘the key to achieving organisational goals’ and the marketing concept rests on ‘market focus, customer orientation, coordinated marketing and profitability’. In a profit making business the firm obviously has to try and achieve this level of customer satisfaction as a way of staying ahead of the competition and making a profit. Today, more and more people and organisation are trying to be recognised in the business arena. With this objective, these organisations had been able to competently and effectively adapt to the situation in the marketplace by using different strategies that enhanced their competitiveness. With the growing numbers of businesses, there are some which are trying to become both operational in local and international level. The case given is about the marketing research conducted in order to determine how feasible it would be if Blair Company Inc would enter the Indian Market. Hence, the main goal of this business report is to provide a case study analysis using different models and theories of marketing. Herein, the macro-environment of the home water filtration and purification market in India will be analysed using SLEPT model. In addition, this paper will also attempt to analyse and evaluate the competitive situation, in which Blair Company Inc. as it considers entering the Indian market for home water and purification equipment. This will also provide some marketing plans that the company can use for the Delight purifier.

Overview of the Company

          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 organisational 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.

Analysing Macro-environment

          As mentioned, the case study given is about the marketing research conducted in order to determine if it is feasible for Blair Company Inc. to enter the Indian market, for the expansion of their business operations into an international market. In this regard, the macro-environment of the home water filtration and purification market in India will be analysed using the SLEPT model. SLEPT means Social, Legal, Economic, Political and Technological analysis.

A. Social Sector

          In the social context, it seems that the company has a great opportunity since, analysis shows that the Indian target market is really in need of a water purifier that will satisfy their demands for having quality water to be used as part of their everyday living. In addition, the case also states that the current situation of the Indian market is that the customers are using poor water quality because there are no other alternatives to have a high water quality. It can be said that the social situation of the Indian market is seen as a good target for any company that would provide a home water filtration and purification equipment so as to meet the needs of the customers in having high quality water within their reach.

B. Legal Sector

          A company will not be able to gain success if they will not consider legal sector as part of their strategy in entering an international marketplace. Legally speaking, the government of India allows foreign investments to enter their marketplace if they would be able to follow the rules and regulations set by the government authorities of the nation. Hence, if a company would enter the Indian market, they must first consider the approval for a marketing entry which can be obtained from Foreign Investment Promotion Board, Secretariat for Industrial Approval and the Ministry of Industries in India. In addition, the company must also get the approval from the Reserve Bank of India, Ministry of Finance.

C. Economical Sector

          Economically speaking, it can be said that the Indian market perceived a foreign investment one of the factors that can help them boost their economy. In terms of tax, the nation is imposing tax regulations to be followed by foreign investors. In India, foreign industries were taxed depending on the industry’s income that comes from its Indian operations. In this policy, both the foreign company and the nation are benefited in terms of being economically stable.

D. Political Sector

          In any transactions, it is important the company would consider the political aspects, specifically when the firm decides to enter a foreign market. In the Indian market, the political sector are willing to provide their citizen a home water filtration and purification product so as to reduce the governmental problem of provide quality water to the Indian. In this manner, the nation is open for any possibility that a company like Blair Company Inc. will be highly appreciated by the Indian Market.

E. Technological Sector

          The complexities of achieving business success through increased efficiency, effectiveness and competitiveness, combined with innovative applications of modern technology, has heightened the awareness of both the industry and a foreign country to ensure quality products and service(Luftman, Lewis & Oldach, 1993). Since, the Indian market is in need of water filtration and purification equipment that can be used at home, it is possible for any company like Blair Company Inc. to be appreciated by the Indian market. However, part of the regulation of the Indian is to ensure that the technology used by the company is modern in order to make sure that the products offered will really provide the needs of the Indian market.

Competitive Advantage of Blair Company Inc

          In the analysis above, it shows that Indian market is really in need of a company that can give them the satisfaction of having home water filtration and purification equipment in order to have high quality water for their everyday consumption. Hence, being considered as one of the leading market in providing water filtration and purification equipments, the Blair Company Inc has a greater opportunity to have a high competitive edge among its competitors, by ensuring that their products meet the demands of Indian market. In addition, since the company has been able to use strategic management, it will have the assurance that entering a foreign market, like the Indian market, will not fail. The concept of strategic management was developed to enable managers to align their organisations with the changing environment in order to achieve organisational goals and objectives (Liou, 2000). Today, strategic management has been associated with a variety of models and styles. The development of this concept is essential because it corrects the anxiety with strategy analysis in the early stage and gives special attention to strategic choice and strategic implementation in the later stage. In addition, the company may also gain competitive advantage by focusing on their products either by innovating new water filtration and purification equipments or enhancing the existing water filtration and purification equipments in line with the needs and demands of the Indian Market.

Strategic Marketing Plan

Introduction

          If an industry has decided to conquer the international market, there are many choices that will be opened. These options may include the cost, risk and the degree of control that the company will encounter. In entering an international business, it is important that the management of the company should be able to choose a marketing entry strategy and carefully choose the product that the company will market. In the case given, it is said that Blair Company Inc. may choose among joint-working arrangement, joint-venture agreement or acquisition methods in order to enter the Indian Market. Since, the Indian market is in need of home water filtration and purification equipments that would provide them an easiest way to have quality water the product that has been chosen to enter the Indian market is the delight purifier.

Competitors Analysis

          Competitor’s analysis is very important when a company will be considered as a new entrant within the market place. It is essential so that the company will be able to know their competitors and the possible strategy that they may use to level up such competitors and know the needs of the target market. There ha been other companies in terms of providing quality water in India. These companies have spent years to increase their levels. However, some of these companies do not offer water filtration and purification equipments the way the Indian customers want it.

Marketing Entry Analysis

1. Utilising Marketing Mix

          Traditionally, marketing has been utilised by the private sector in decisively increasing the capabilities of an organization. Marketing can be considered as one of the most important element underpinning successful business creation (Hills, 1994). Perhaps because of its complex applications, marketing has been defined in a variety of ways (Sheth, Gardner & Garrett 1988). The marketing concept was first promulgated in the late 1950’s (Elliot, 1990). The importance of marketing concept incorporates oft-repeated elements such as: customer orientation; integrated marketing efforts; and resultant profitability (Elliot, 1990). Part of a marketing strategy is the utilization of the marketing mix. The marketing mix principles is controllable variable that is why it can be adjusted on a frequent basis to meet the changing needs of the target market and other dynamics of marketing environment (McCarthy, 2004). In relation to marketing plan, marketing mix includes both short term and long term strategies makes for a more profitable marketing mix. Long term strategies build brand/company awareness and give sales revenue a permanent, gradual boost. Short term strategies create a temporary, immediate revenue boost by giving buyers an incentive to purchase. By implementing both long and short term strategies, you can attend to immediate sales goals while building your business reputation and goodwill (Kyle, 2004). (See Appendix 1)

1.1 Product

          The main product of Blair Company Inc. is Delight Purifier is a product that used an integration of innovated technologies with a purpose of removing four kinds of water contaminants that can be founding potable water. These include sediments, organic and inorganic chemicals, microbial or cysts and objectionable odours and tastes. The product will be provided to the Indian customers to meet their needs having equipments that will enhance the quality of their water for their everyday consumption.

1.2 Pricing

          One of the advantages of the Blair Company is when it comes to its pricing tactic. In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronise the Delight Purifier.

1.3 Placement/Distribution

          To be known in the market place, the product will be distributed directly to its clients and consumers. And to be known internationally, one of the strategies that the product will utilise is going on a joint venture with distinguished distributor of water filtration and purification equipments, providing them with great offers, so as to market the product of the Blair Company in the Indian market. One of the prospects of the company to merge with in order to be known in the local and international market is to have a joint venture with an existing company in India in terms of water purification and filtration industry. In this way, the Blair Company will be able to distribute its products as a subsidiary of such company within the region of India. With the trust that the client of such company is giving, the company will be able to use this as an instrument to be also known by different distributors, in which in return will help the company to be distinguished as well.

1.4 Promotion/Communication

          To promote the company and its product, the company will use video advertisements, print advertisements and the concept of e-marketing. These promotion and communication strategy will tend to meet the consumers form different places everywhere, especially those target markets or the consumers in the working place (See Appendix 2).

          Moreover, since the trend in the market place today is the usage of e-marketing, the company will provide a website that any client can access. The use of the Internet is changing high-tech marketing overnight while different industries have been trying to use it as part of their marketing strategy. It does not only reconfigured the way different firms do business and the way the consumers buy goods and services but it also become instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu & Garcia, 1999).

          E-marketing is a powerful tool used by different business organizations around the world. It is defined as the process of achieving marketing objectives through the use of electronic communications technology. Smith and Chaffey (2001) have provided a 5Ss’ mnemonic for how the internet can be applied by all business firms for different e-marketing tactics. These 5S’s are selling, serve, speak, save and sizzle. E-marketing is also known to be the online marketing strategy utilized by different company whose objective is to be the best company in their field. The main objective of utilising e-marketing strategy is to keep in touch to different internet users to be able to attract more clients and consumers. All in all, through the website, whether the user is a customer, employee, stockholders, vendors, retailers or end customers, the true strength of e-marketing is acceleration of the business portfolio.

1.5 Market Segmentation

          In the case of Blair Company, market segmentation includes those Indian customers who are willing to try the Delight Purifier to meet their needs of water filtration and purification equipment that will provide them quality water that they can use for every purpose they want. In addition, market segmentation includes household, corporate, and political market segments.

Control/Monitor

          The company will provide a monitoring team that will ensure the profitability and growth of the company as this marketing plan has been initiated.

Conclusion

          Analysis shows that Blair Company Inc has a great opportunity to enter the Indian Market. This is because the products that the company is offering, can be considered as a solution for the Indian customers in having an equipment that they can use at home and that can provide them quality water for their everyday consumption. However, before the company must enter the Indian market, the company must be able to take into consideration all different aspects of marketing including models and theories so as to ensure success in operating to an international market. In addition, the company must also give emphasis to the rules and regulations of the nations, in order to prevent problems regarding legality of the company. If the company would respect and follow the policies of the host nation, the company would be able to guarantee full support from the political sector in all aspects of the Blair Company’s business operations. Furthermore, utilising a marketing plan is equally essential so that the company will have guidelines when they start to introduce Delight Purifier in Indian customers or markets.

Reference

Donthu, N. & Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39 (3), 52-58.

Elliot, G.R. (1990). The Marketing Concept – Necessary, but Sufficient? An Environmental View.           Graduate School of Australia, University of Melbourne, Australia.

Liou, K.T. (2000). Applying Strategic Management to Economic Development: Benefits and Challenges.           International Journal of Public Administration, 23 (9), 1621+.

Luftman, J.N., Lewis, P.R & Oldach, S.H. (1993). Transforming the Enterprise: The Alignment of           Business and Information Technology Strategies. IBM Systems Journal 32(1): 198-221.

Kyle, B. (2004). Guide to a profitable marketing Mix. Marketing Plan.

McCarthy (2004). Marketing Mix 4 P’s Model. Value Based Management.

Sheth J. N., Gardner, D.M. and Garrett, D.E. (1988). Marketing Theory: Evolution and Evaluation. New           York: John Wiley & Sons.

Smith, P.R. & Chaffey, D. (2001). E-Marketing Excellence: at the heart of E-Business. Butterworth           Heinemann, Oxford, UK.

Appendices
Appendix 1
Marketing Mix
Figure 1: The Concept of Marketing Mix

Appendix 2

Figure 2: Marketing Communication Process
Source: Borden, 1965.