Globalization and a very high competition level influence companies all around the world. In order to enlarge their businesses, they try to increase their market shares and look for new prospective markets for the further expansion. Nowadays many emerging markets, particularly India, attract solid overseas investments.
The aim of this bachelor thesis is to estimate the potential attractiveness of India as a market for expansion of an online fashion retailer.
In order to attain the mentioned aim, the thesis will consist of several chapters with theoretical and practical information. Chapter 2 will be focused on the principal information on this topic: market selection criteria, including evaluating market attractiveness and potential risks. Based on these criteria, the most important economical, political, demographical, geographical and administrative information about India, which is relevant to the research, will be provided in chapter 3. This will be followed by an analysis of Indian textile business, including retail market overview and its influencing factors (infrastructure, logistics, IT development, culture, legislative regulations and restrictions). According to restrictions in online business, chapter 5 will be focused on description of four market entry strategies, their advantages and disadvantages.
Next the analysis of the pioneer and follower timing strategies will be provided. Based on all findings before, success factors for running online fashion retail business in India will be formulated. Then there will be given an overview about the important players in the field of online fashion retail in India, the main points of their activities in comparison.
As the completion of the research, the potential Indian market entry strategy will be formulated. This includes an analysis of locations in India and a SWOT analysis, which information will be provided according to the previous findings of the thesis. All derived information and ideas formulated in the thesis will be summarized in conclusion and the main thesis question introduced in the aim will be answered.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Problem
- 1.2 Aim
- 1.3 Procedural method
- 2 Market selection criteria
- 2.1 Market attractiveness
- 2.2 Country risks
- 3 India: the emerging market
- 3.1 India: general information
- 3.2 Administrative territorial division
- 3.3 Political aspect
- 3.4 Economic stage
- 3.5 Life standard
- 3.6 Perspectives
- 4 Textile business in India
- 4.1 Retail market
- 4.1.1 Market overview
- 4.1.2 Menswear
- 4.1.3 Womenswear
- 4.1.4 Childrenswear
- 4.2 Online retail market
- 4.3 Influential factors
- 4.3.1 Information technology
- 4.3.2 Foreign direct investments in online business
- 4.3.3 Logistics
- 4.3.4 Culture
- 5 International strategies
- 5.1 Market entry strategies
- 5.2 Timing strategies
- 5.3 Success factors
- 6 Otto GmbH & Co. KG.
- 6.1 Company introduction
- 6.2 International representativeness
- 7 Current competitors
- 7.1 Myntra
- 7.2 Jabong
- 7.3 Yepme
- 8 Expansion attractiveness assessment
- 8.1 Location selection
- 8.2 SWOT Analysis
- 8.3 Expansion strategy
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This bachelor thesis aims to assess the potential of India as a market for the expansion of an online fashion retailer. The study analyzes various aspects of the Indian market, including its economic environment, retail landscape, and cultural factors, to determine the feasibility and attractiveness of such an expansion.
- Market attractiveness of India for online fashion retail
- Analysis of the Indian textile and online retail market
- Evaluation of international market entry strategies
- Competitive landscape of the Indian online fashion market
- Feasibility assessment of expansion for a specific company (Otto GmbH & Co. KG)
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the thesis, outlining the problem of market expansion for online fashion retailers and stating the aim of the study. It details the procedural methodology that will be employed to assess India's potential as a market for expansion. The chapter establishes a clear framework for the subsequent analysis, guiding the reader through the subsequent investigation.
2 Market selection criteria: This chapter establishes the key criteria for evaluating the attractiveness of a market for expansion, focusing on market attractiveness and country risks. It provides the framework by which India will be assessed in the following sections, outlining the essential factors that contribute to a market's suitability for an online fashion retailer's expansion. It lays the groundwork for a comprehensive analysis, providing a clear set of metrics against which the Indian market's potential can be measured.
3 India: the emerging market: This chapter provides a comprehensive overview of India as an emerging market. It covers various aspects, including general information, the administrative and territorial structure, the political climate, the economic stage, the standard of living, and future perspectives. The chapter paints a detailed picture of the Indian market, preparing the groundwork for assessing its specific relevance to the online fashion retail sector. The information provided here will be used in the later chapters to form a more detailed opinion about its potential for expansion.
4 Textile business in India: This chapter delves into the specifics of the Indian textile and retail market, analyzing the retail market, specifically focusing on different segments like menswear, womenswear, and childrenswear. Additionally, it explores the online retail market and investigates influential factors such as information technology, foreign direct investments, logistics, and cultural aspects. This chapter synthesizes multiple sub-sections to provide a comprehensive understanding of the existing market dynamics. Understanding these factors is crucial to determining the feasibility of expansion into the Indian market.
5 International strategies: This chapter explores the various international market entry strategies available to Otto GmbH & Co. KG, examining the advantages and disadvantages of each approach. It further discusses timing strategies and success factors that are crucial for a successful market entry into India. This chapter provides vital context for evaluating potential expansion options and helps determine the most effective course of action. It is essential to fully understand these various strategic considerations before making concrete expansion plans.
6 Otto GmbH & Co. KG.: This chapter introduces Otto GmbH & Co. KG, providing background information on the company and its international presence, preparing the groundwork for evaluating its suitability for expansion into the Indian market. The chapter’s focus on the company’s capabilities and current market position is crucial for assessing the feasibility and potential success of an expansion project. This provides a necessary base for comparing Otto’s capabilities to the opportunities and challenges presented by the Indian market.
7 Current competitors: This chapter profiles major competitors in the Indian online fashion market, including Myntra, Jabong, and Yepme. This analysis will inform Otto's strategic positioning and competitive advantage. Understanding the existing competitive landscape and the strengths and weaknesses of competitors is crucial in developing a successful market entry and expansion strategy. This allows for a more strategic and informed approach to expansion, minimizing potential risks and maximizing opportunities for success.
8 Expansion attractiveness assessment: This chapter presents a comprehensive assessment of the attractiveness of expanding into the Indian market for Otto GmbH & Co. KG. This includes location selection, a SWOT analysis, and a recommended expansion strategy. This section synthesizes all previous chapters to provide a holistic evaluation of the opportunity and potential challenges, providing a clear recommendation for action based on the previously analyzed information. This culmination of the research is essential for decision-making processes related to the expansion.
Schlüsselwörter (Keywords)
India, online fashion retail, market expansion, market entry strategies, competitive analysis, SWOT analysis, Otto GmbH & Co. KG, Indian textile market, e-commerce, market attractiveness, country risk.
Frequently Asked Questions: India as a Market for Online Fashion Retail Expansion
What is the main topic of this document?
This document is a comprehensive language preview of a bachelor thesis that assesses the potential of India as a market for the expansion of an online fashion retailer, specifically focusing on Otto GmbH & Co. KG.
What are the key themes explored in this thesis?
The key themes include the market attractiveness of India for online fashion retail, analysis of the Indian textile and online retail market, evaluation of international market entry strategies, competitive landscape of the Indian online fashion market, and feasibility assessment of expansion for Otto GmbH & Co. KG.
What aspects of the Indian market are analyzed?
The analysis covers various aspects, including the economic environment, retail landscape (including menswear, womenswear, and childrenswear), online retail market, cultural factors, political climate, administrative and territorial structure, standard of living, and future perspectives. The influence of information technology, foreign direct investments, and logistics are also considered.
What market entry strategies are discussed?
The thesis explores various international market entry strategies, timing strategies, and success factors crucial for a successful market entry into India.
Which companies are discussed as competitors in the Indian market?
Major competitors in the Indian online fashion market analyzed include Myntra, Jabong, and Yepme.
What type of analysis is used to assess the expansion attractiveness?
A SWOT analysis is conducted to assess the expansion attractiveness, alongside location selection and the development of a recommended expansion strategy.
What is the purpose of the chapter summaries?
The chapter summaries provide concise overviews of each chapter's content, outlining the key findings and contributions of each section to the overall thesis.
What is the methodology used in this study?
The thesis details a procedural methodology employed to assess India's potential as a market for expansion, providing a clear framework for the subsequent analysis.
What are the key criteria for evaluating market attractiveness?
Key criteria for evaluating market attractiveness include market attractiveness itself and country risks.
What is the overall conclusion of the feasibility of expanding into the Indian market?
The final chapter, "Expansion attractiveness assessment," presents a comprehensive assessment of the attractiveness of expanding into the Indian market for Otto GmbH & Co. KG, including a SWOT analysis and recommended expansion strategy. The specific conclusion regarding feasibility is presented within this chapter.
What are the keywords associated with this thesis?
Keywords include India, online fashion retail, market expansion, market entry strategies, competitive analysis, SWOT analysis, Otto GmbH & Co. KG, Indian textile market, e-commerce, market attractiveness, and country risk.
For whom is this document intended?
This document is a language preview intended for academic use, analyzing themes in a structured and professional manner.
- Citar trabajo
- Steven Wolf (Autor), 2016, India as a potential market for expansion of an online fashion retailer, Múnich, GRIN Verlag, https://www.grin.com/document/338541
