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Analysis of the “Going International” Marketing Strategy for Rehau Ag & Co. in India

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Analysis of the “Going International” Marketing Strategy for Rehau Ag & Co. in India
Analysis of the “Going International” Marketing Strategy for Rehau AG & Co. in India
Research Paper at Hof University
Department of Business Administration
International Management / German-Indian Business Studies
Submitted to
Submitted by
Prof. Dr. Wengler
Divakar Arjunan
Alfons-Goppel-Platz 1
Bhanu Preethy Suresh
D-95028 Hof
Marshall Martin
Andreas Schelter
Stanislaw Kraus
Hof, December 21st 2012
I
Table of contents
List of figures ........................................................................................................................... VI
Abbreviations ........................................................................................................................ VIII
1 Introduction ............................................................................................................................. 1
2 Rehau AG & Co. ..................................................................................................................... 2
2.1 Company Overview .......................................................................................................... 2
2.1.1 Company History ...................................................................................................... 2
2.1.2 Turnover/ Employees/ Headquarters ......................................................................... 3
2.1.3 Mission & Vision ...................................................................................................... 4
2.1.4 Competencies ............................................................................................................ 5
2.2 Business Units .................................................................................................................. 5
2.2.1 Construction .............................................................................................................. 5
2.2.2 Automotive


Bibliography: Bradley, Frank (2004): International Marketing Strategy, Financial Times Prentice Hall, 5th edition. Eckardt, Gordon H. (2010): Business-To-Business-Marketing, Eine Einführung für Studium und Beruf. Schäfer-Poeschel, Stuttgart. Hollensen, Svend (2011): Global Marketing, Financial Times Prentice Hall, 5th edition. Hollensen, Svend / Opresnik, Marc (2010): Marketing, A Relationship Perspective. Vahlen, München. Kotabe M. and Helsen, K. (2011): Global Marketing Management, Wiley, 5th edition. Kotler, Philip / Armstrong, Gary (2010): Principles Of Marketing. Pearson, thirteenth edition. Kotler, Philip / Armstrong, Gary (2011): Marketing, An Introduction, Global Edition. Pear-son, tenth edition. REHAU: Email by Mr. Hirschmann, International Key Account Manager (14.12.2012) REHAU: Interview with Klaus Hirschmann, Intl REHAU: REHAU Image presentation - PIM021_Imagepraesentation (2012) REHAU: REHAU ML division presentation, Basic ML (2012) REHAU: REHAU ML division presentation, ML Business Update (2010-2012) (2012) REHAU: REHAU ML division presentation, Swedwood Technical Workshop EN (2012) ChannelNews Asia (2012): IKEA moves closer to India entry; in: http://origin-live.channelnewsasia.com/news/business/international/afp_asiapacific_business/ikea-moves-closer-to-india-entry/334350.html (20.12.2012) 105 Current Affairs (2012): Climate of India; in: http://currentaffairs.overween.com/climate-of-india/ (20.12.2012) Cybex (2012): Search Indian customs duty; in: http://www.cybex.in/indian-custom-duty/details.aspx?HSCODES=392020 (20.12.2012) Economy Watch (2010): Growth of India 's IT Industry; in: http://www.economywatch.com/india-it-industry/growth.html (20.12.2012) Ernst & Young (2010): Doing Business in India; in: http://www.indiainbusiness.nic.in/ernst_young_book.pdf (20.12.2012) Global Investment House (2008): India Real Estate Sector Report; in: http://www.menafn.com/updates/research_center/Global/Special_Ed/gih0108.pdf (20.12.2012) 106 107 India Tribune (2012): India‟s middle class population to touch 267 million in 5 years; in: http://www.indiatribune.com/index.php?option=com_content&view=article&id=5101 (20.12.2012) Indian Brand Equity Foundation (): Furniture, Market & Opportunities; in: http://www.ibef.org/download/Furniture_170708.pdf (20.12.2012) Indian Brand Equity Foundation (2012a): IT & ITeS; in: http://www.ibef.org/industry/it-and-ites.aspx (20.12.2012) 108 Livemint (2012): IKEA‟s consumer challenge in India; in: http://www.livemint.com/Money/jI27GvmsK5stzTn61yyWUN/Ikeas-consumer-challenge-in-India.html (20.12.2012) Pacific Asia Travel Association (2011): PATA Travel Mart 2011; in: http://www.pata.org/events/pata-travel-mart-2011 (20.12.2012) REHAU (2012a): REHAU About Us; in: http://www.rehau.com/group_en/About_Us/ (20.12.2012) 109 REHAU (2012b): REHAU Company History; in: http://www.REHAU.com/group_en/About_Us/Company_History/ (20.12.2012) REHAU (2012c): REHAU Innovations Drive Markets; in: http://www.rehau.com/group_en/highlights/Innovations_drive_markets/ (20.12.2012) REHAU (2012d): REHAU Competence; in: http://www.REHAU.com/group_en/Competence/ (20.12.2012) 110 The Economic Times (2012b): FIPB denies IKEA to sell half its products in India; in: http://articles.economictimes.indiatimes.com/2012-11-23/news/35317258_1_ikea-application-single-brand-dipp (20.12.2012) The Local (2009): India dismantles plans for stores in India; in: http://www.thelocal.se/20014/20090611/#.UM5KCHe5woo (20.12.2012)
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