Marketing

Market-Entry and Channel Strategies

Learning Team B

Natalie Luscomb, Thuy Mai, Dina Smairat, and Bernard B. Salazar

MKT/GM 571

June 18, 2012

Lawrence Kirsch, MBA

Market-Entry and Channel Strategies

Arvind Mills is amajor player in the field oftextiles in India, and the number one exporter of denim. Entering a new international market, Arvind Mills has many options that it can use for market entry modes and channels’ strategies. The product success depends to a great extent on making the right evaluations of the competition, environment, cost, and risks in Singapore. This paper will discuss the market entry mode that Arvind Mills will choose, the costs, risks, channels, andpricing strategies for both India and Singapore.

The textile industry has been a key focus for the Indian government. Its Ministry of Textiles issues policies to make the industry more competitive. Some of those policies are the technology up gradation fund scheme, integrated textile park scheme, and quality improvement. However, entering a new international market, Arvind Mills need to identify the proper market entry mode that will ensure an advanced seat in the competition without wasting resources. Also,finding the right channel for marketing and strategy for a successful launch.

Market Entry Strategy

Singapore is a good market place to launch the products of Arvind Mills. Both India and Singapore enjoy strong cultural and commercial relations, and have signed the Comprehensive Economic Cooperation Agreement to increase trade. Moreover, being a fashion capital in Asia, Singapore is a fertile country for textiles’ marketing.

Learning Team B (LTB)...