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India as a Potential Market for Tim Tam Biscuits
Pages 14 (3514 words)
As domestic markets mature and saturate, companies seek to go international, i.e. try to sell their products in international markets. The decision to go international assumes a lot of significance because such ventures tend to consume a lot of time, effort and money.
The BRIC countries refer to a group of four large, developing countries; Brazil, Russia, India and China. These countries, given their demographic and economic potential, have the potency to catapult into the world’s largest economies of the world. Home to over 40 percent of the world population and having recorded impressive growth rates in their gross domestic products (GDPs), these countries are on the radar for most companies willing to expand their businesses. This paper analyzes the strengths, weaknesses, opportunities and threats (SWOT) of Arnott’s in the Indian competitive market space. The marketing mix as well as the marketing strategy with regard to segmenting, targeting and positioning for the Indian market, the chosen BRIC country for expansion, has been detailed in the paper. The paper establishes that the competition in the Indian biscuit market is intense, however the Tim Tam biscuits, with their good taste and appropriate positioning on the health plank can carve out a market for themselves in India. It has been suggested that Arnott’s should give the marketing rights to sell its Tim Tam biscuits to one of the leading operators in the FMCG sector in India. Later, the company can set up its wholly owned subsidiary in India to manufacture and market its Tim Tam brand. ...
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