Enron

-------------------------------------------------

The Case of Enron in India

NATURE OF THE MARKETING ENVIRONMENT REPRESENTED BY A DEVELOPING COUNTRY SUCH AS INDIA.

* The nature of the marketing environment in India can be characterised as being complex with limited market segments potentials. This is apparent with India’s lower development indices. The marketing support systems in India are limited and less developed that its counterparts. Moreover, economic data and statistics are difficult to obtain. There is huge establishment cost for the company to establish its own information and intelligence. India also has extremely complex cultural environment and factors and it needs a lot of time and effort to fully understand the cultural dynamics. Corruption adds another major difficulty to businesses and the existence of external influences both political and economic.

KINDS OF MARKET RESEARCH AND ENVIRONMENTAL ASSESSMENT THAT WOULD HAVE PROVED USEFUL TO ENRON?

* The market research and environmental assessment that would be useful to ENRON includes product related factors, external factors and company factors as follows::

* Research on market opportunities and threats to identify danger signs. This can be achieved through social, economic, and political scanning. There is also a need to conduct regional and national research on the macro-level to get a wider perspective on opportunities and threats.

* ENRON needs to conduct demographical research to determine market influences.

* ENRON needs to identify hierarchies and social interactions in India especially the balance and sources of authority and power. To make better marketing decisions

* There is always a need to understand the regulation system to determine how it works and its deficiencies.

* ENRON also needs to investigate the political parties’ balance of powers and local government roles with respect to the central government political structure.

MAJOR ERRORS THAT ENRON...