Executive Summary
The possible opportunities of offering educational solutions in the Indian education market are numerous. For this reason, the company plans to enter this market to exploit these opportunities. Specifically, it will sell tablets to the learners to facilitate their learning. The brand consciousness among the Indian consumers is high. The company will, thus, sell high-quality, state-of-the-art tablets to attract the target customers. It will distribute these products through the retailers and online. Additionally, the company will use mobile device advertising and internet advertising to market its products. It will utilize online interactive promotion games and penetration pricing strategy to promote the tablets.
Description of the Market
India is one of the countries in the world with the highest population. It has more than 550 million individuals below 25 years (PricewaterhouseCoopers Private Limited 3). Consequently, the Indian education market has vast opportunities since the majority of the population are young people who are still in school.
Forms of Transportation and Communication in India
The forms of transportation in India include the air transportation, inland surface transportation, and sea transportation. The majority of Indians uses the inland surface transportation. The means of communication utilized in India include telecommunications, courier services, telegraph services, and electronic methods such as email, radio and television, fax, and internet service.
Consumer Buying Habits
The consumer buying habits have significantly changed in India thanks to the relative rise in the young population and rising disposable income. The emphasis has essentially changed from price consideration to trendiness, quality, and design. The Indian customers now prefer high-quality and designed products. The shopping habits in India have changed due to the introduction of organized retailing malls. The purchase decisions of the Indian upper middle class and affluent is influenced by pride and vanity (Zachariah par. 6). The majority of the Indians uses technological products. Consequently, the company will succeed in selling tablets to the Indian learners.
Distribution of the Products
In the Indian education market, the majority of the producers uses the retailers to distribute the final products to the consumers. The Indian retail sector accounts for a significant percentage of the country’s GDP. It contributes around 14 percent of the country’s GDP (Dash 25). The majority of the retail outlets in India are malls. Apart from the retailers, final products in India are also distributed by the wholesalers and agents. Apart from using the retailers, the company will sell its tablets online.
Advertising and Promotion
The advertising media usually used in India are internet advertising and mobile device advertising as the majority of the Indian population comprise people below the age of 25 years. The sales promotion customarily used in the Indian education market include the online interactive promotion games and coupons as the majority of the customers are young people.
Pricing Strategy
The pricing strategies used by the competitors in the Indian education market depend on the extent and nature of competition, the cost structure, and target market. The company will utilize the penetration pricing strategy to enter the Indian education market. In particular, it will offer its tablets at a low price at first and increase it as time will pass.
Competitors
The Indian education market has turned out to be highly competitive. Pearson Education is one of the leading competitors in this market. In essence, this company offers products to all the categories of the Indian learners. The prices charged by most of the competitors in the Indian education market are high. The company will take advantage of this weakness and charge its tablets at pocket-friendly prices. The competitors in the Indian education market use the radio and television, the Internet, and print advertising. Additionally, they utilize the retailers to distribute their products to the final consumers.
Market Size
The Indian education market size is large because the majority of the citizens is still learning. Consequently, the company anticipates making huge sales during the first year of operation in this market.
Government Participation in the Market
In an attempt to succeed in entering the Indian education market, the company will have to register and obtain the necessary licenses. It will also have to adhere to the employment regulations as well as register for the VAT/sales tax.
Works Cited
Dash, Manju Smita. "Next-Generation Retailing In India: An Empirical Study Using Factor Analysis." International Review of Management and Marketing 1.2 (2011): 25.
PricewaterhouseCoopers Private Limited. India-Higher Education Sector Opportunities for Private Participation. PwC Brand and Communications, India. 2012.
Zachariah, Binu. "The Great Indian Consumer Market – A Close up View from an Insider’s Perspective." Mobile Market Research - Sampling, Panel & Survey Technology | On Device Research. N.p., 18 Sept. 2012. Web. 11 Apr. 2016.
Appendices
Source: http://image.slidesharecdn.com/educationreport-124478375578-phpapp02/95/education-sector-in-india-29-728.jpg?cb=1244765870
