International Management Report: Moonpig in India
Management Report Moonpig : India
Table of Contents_____________________________________ 1.0 Introduction Page 3 1.1 Greeting Card Industry Page 3 2.0 Background Page 4 2.1 Business Environment Page 4 2.2 Demand Analysis Page 6 2.3 Market Potential Page 7 3.0 Market Entry Strategy Page 8 3.1 Potential Partnerships Page 8 3.2 Location and Target Market Page 9 3.3 Market Size and Growth Page 9 3.4 Legalities and Subsidies Page 10 3.5 Distribution Page 11 3.6 Pricing Strategy Page 12 3.7 Promotion and Communications Strategy Page 13 4.0 Recommendations Page 15 5.0 References Page 16 1.0 Introduction______________________________________ With the original launch of online personalized greeting card retailer, Moonpig, in 2000 being cited as a failure to the dot.com collapse, when considering the entrance into a potential foreign market such as India, it must be closely examined, with a strong market entry strategy and marketing mix. A key understanding of the business environment is crucial to success and will aid in establishing India as a stronghold successor for the Moonpig brand in South Asia. Initial insight into the greeting card industry and Moonpig as a brand, will also aid in the analysis of the potential market, as well as building the marketing plan. 1.1 Greeting Card Industry
Greeting cards have always been a way for people to reach out and send messages to those they care about, typically for holidays such as Christmas and significant events such as birthdays, anniversaries and weddings. Today, the UK
Table of Contents_____________________________________ 1.0 Introduction Page 3 1.1 Greeting Card Industry Page 3 2.0 Background Page 4 2.1 Business Environment Page 4 2.2 Demand Analysis Page 6 2.3 Market Potential Page 7 3.0 Market Entry Strategy Page 8 3.1 Potential Partnerships Page 8 3.2 Location and Target Market Page 9 3.3 Market Size and Growth Page 9 3.4 Legalities and Subsidies Page 10 3.5 Distribution Page 11 3.6 Pricing Strategy Page 12 3.7 Promotion and Communications Strategy Page 13 4.0 Recommendations Page 15 5.0 References Page 16 1.0 Introduction______________________________________ With the original launch of online personalized greeting card retailer, Moonpig, in 2000 being cited as a failure to the dot.com collapse, when considering the entrance into a potential foreign market such as India, it must be closely examined, with a strong market entry strategy and marketing mix. A key understanding of the business environment is crucial to success and will aid in establishing India as a stronghold successor for the Moonpig brand in South Asia. Initial insight into the greeting card industry and Moonpig as a brand, will also aid in the analysis of the potential market, as well as building the marketing plan. 1.1 Greeting Card Industry
Greeting cards have always been a way for people to reach out and send messages to those they care about, typically for holidays such as Christmas and significant events such as birthdays, anniversaries and weddings. Today, the UK
References: ______________________________________ Hall, E.T. (1985). Hidden Differences: Studies in International Communication. Hamburg: Gruner & Jahr (Eds.), Advances in global leadership. Stamford, CT: JAI Press. Hollensen, S. (2004). Global Marketing. 3rd Edition, Pearson Education UK. Keillor, B. (2007). Marketing in the 21st Century: Volume 1, New World Marketing. Westport, CT: Praeger Publishers. European Commission Trade, 2009. [Online] Available at: http://ec.europa.eu/trade/creating-opportunities/bilateral-relations/countries/india/ [Accessed February 20th 2010) Hofstede’s Cultural Dimensions, 2009. [Online] Available at: http://www.geert-hofstede.com/ (Accessed March 3rd 2010) PrintWeek, 2009. Moonpigs sales and profits soar. (Business article). [Online] Available at: http://www.printweek.com/business/news/936340/Moonpigs-sales-profits-soar/ (Accessed February 26th 2010) The Greeting Card Association, 2006. Facts and Figures. [Online] Available at: http://www.greetingcardassociation.org.uk/info-resource/market-info/facts-and-figures (Accessed February 26th 2010) UK Trade and Investment, 2009. [Online] Available at: https://www.uktradeinvest.gov.uk/ukti/appmanager/ukti/countries?_nfls=false&_nfpb=true&_pageLabel=CountryType1&navigationPageId=/india (Accessed February 20th 2010)