Market Entry Strategy: Analysis Of Wal-Mart In India

By and large in explicating a program the concern turns to the pick, in the state of affairs whenever the object is to turn up a market which would do their concern money whirling or in the state of affairs a new market is to be ventured into. At times when there is no program of action, embarking into an untapped market will look slippery, therefore recognized the term market entry. Harmonizing to Cinco ( 2003 ) the seller must be able to distinguish their supply ways that might be good either to the company or to the nature of options it can be able to add value. So to increase its market portion, the seller must hold competitory sustainable benefits, the clip to build-up their proposal and other resources. In the epoch of competition seller must posses some properties that are difficult for rivals to copy ( Barney, 1991 ) .

For the companies that are draw a bead oning towards come ining a foreign market, there are assorted manners that could be employed for the gaining of entree. They are as follows




Joint ventures or strategic confederations

Establishing a subordinate that is entirely owned


This refers to the transferring of the services or production over the boundaries of the states and the bulk of the companies initiate their programs of enlargement into another state by agencies of this procedure of international enlargement by exporting the goods produced in copiousness and best quality and so they move on to follow other available schemes to derive their entry and do their presence felt stronger. There are many advantages that are associated with the procedure of exporting like the state that is be aftering to derive entree to a foreign market can command production by agencies of keeping the installations of production at the place land itself and so can transport the services or merchandises to other states ( Miller, 1998 ) .


This is nil but a agreement by agencies of which the international company who is of course the licensor offers the company where it plans to come in or the licensee 1 among the following

Rights of hallmark

Rights of patent


Know how on the merchandise and its associated processing

Any of the above would be offered to the state in exchange for a payment from the state who buys it or a specific public presentation

Following are the list of things paid or offered by the state that has bought the rights from the other state

Agree to bring forth the service or the merchandise which any one of the above rights have been bought

Agree for marketing the merchandise or service in an country that has been already assigned

Agree to pay money to the state that has sold the licence that is relative to the volume of gross revenues that is obtained by selling the merchandise as royalty ( Minor et al, 1991 )


This refers to an understanding through which the franchiser is involved in the merchandising of the rights of the merchandise so that the name of the trade name can be used by the franchisee and in return, a payment of a large amount of money can be made. Along with this the net income gained by the franchisee could be shared with that of the franchiser. This manner of deriving market entry has been used by the companies involved in selling and services whereas the manner of licensing is used by the companies involved in selling ( Mintzberg and Quinn, 1992 )

Strategic confederations and joint ventures

The construct of organizing strategic confederations and the formation of combined ventures are clubbed together since the formation of strategic confederations is instead weaker than that of the joint ventures. Hence we can specify a strategic confederation as the understandings that are formed between the active houses so that the activities of value concatenation of the companies could be aggregated for the gaining of advantage in competitory footings. In bulk of the instances the strategic confederations are formed between two concerns that are equal rivals in the same field.

But a joint venture is nil but a venture that is formed between a foreign house with that of a national house and in this confederation, the foreign house would hold sufficient equity interest in order to hold a strong clasp on the direction maps but still non a complete clasp so that it can hold full domination of the venture at manus. Hence the equity portion possessed by the international house could be varied and this can run from 10 to 90 per centum, but usually this would be from 25 to 70 per centum ( Johnson and Scholes, 1999 ) .

Wholly owned subordinate

This is nil but a manner of entry where the company that initiated has a entire and complete ownership of the stock possessed by the subordinate. This type of entirely owned subordinate could be set up by the procedure of acquisition or by the procedure of puting up a entirely new entity. The advantages of set uping a entirely owned subordinate is many. In instance if the company possesses a batch of competitory advantage in footings of its proficient background, it can hold a 100 per centum clasp on it and therefore there is no control exerted by any external forces. A entirely owned subordinate besides helps in profiting greatly from the procedure of strategic co-ordination at the planetary degree. Another advantage of this system is that a company can bask the entire benefits offered by the economic systems of location and besides from that of the “ experience curve effects ” ( Keegan and Green, 1997 )

The retailing elephantine Wal-Mart has been successful in the obtaining of a toehold in the sector of retail in India by agencies of following the manner of entry as a joint venture and has had a important impact on the traditional system of retail bing already in India.

Importance of market entry schemes

There are many surveies bing to demo that the place of first entry into market provides the entrant with a batch of advantages in footings of stock monetary values, nutriment and other events as good. But there are opportunities of success for the other people who enter subsequently every bit good because they can follow specific schemes in the market that would assist them for positioning themselves better. When some of the pioneering industries have attained the present position, finally they become really much smug and would non be able to carry through the moral force and of all time increasing demands that are posed by the market topographic point. Hence the market entry schemes and the schemes adopted to derive a film editing border in the market is greatly dependent on the market ambiance and besides on the scope of participants who exist in the market and their strategic placement every bit good ( Kanagal, 2006 ) . Hence to keep the prima place in the market, the innovator industries should ever be prepared to respond to the alterations happening and besides to anticipate the possible menaces and the new entries. For case, a taking participant can respond to the new entries by conveying about decreases in monetary value and thereby diminishing the concern value for the new entries. Other manners of responding are by taking control over the major channels of distribution. Hence a comprehensive perceptual experience of the schemes of defence in the market along with a good timing sense complemented by a sap cogent evidence determination devising programs will do the entry into markets and undertaking the clients easier for the entrant ( Evans, 2008 ) .

Overview of Emerging Economies: BRIC Nations

Harmonizing to World bank ( 2010 ) emerging economic system is the term given economic systems or states holding in-between to low per capita income. Around 20 % of universe economic system and about 80 % and about 80 % of universe population is represented by such emerging market economic systems ( Burt et al, 2002 ) .

BRIC is a short signifier utilized to stand for the speedily developing economic systems of Brazil, Russia, India and China. Goldman Sachs ( 2008 ) has identified BRIC states is prima universe economic systems by 2050. Data collected on BRIC states shows that set together BRIC states have a GDP of 15.435 trillion dollars, 25 % of entire land and about 40 % of universe population.

RETAIL Market IN INDIA: A Scenario

The Indian retail industry is still in the embryologic province. This section has non been paid any attending station Indian Independence ( 1947 ) . The extent and size and turning public all are factors which offer an confidence for the retailing sector to develop in the hereafter. The retail scene of India has conventionally centered on little, mom-pop stores which are located following to the abodes of people. Peoples have the installation to do payments on a monthly footing in such stores apart from interacting personally with the owners. Such stores are besides endorsed by commissions formed by people populating in the vicinities. Servicess such as messenger pick up and local publicities are installations provided complementary by the shops. If people face a crisis they may bespeak the owners to open the stores even when it is dark clip ( Berman and Evans 2006 ) . Indians normally prefer such shops. The section refering to retailing is non structured and really few regulations are followed by the shops. Such shops comprise of about 92 % of the entire retail stores in the state. The residuary 8 % organized shops have emerged in the 2-3 old ages gone by thanks to ever-growing economic system and opening up of the Indian economy.A A survey undertaken by Market Graph ( Research Firm based in New Delhi, India ) , in June 2008 concluded that the value of trade in India was around INR 12,000 Bn. As per the study it was stated this section is the 2nd largest supplier of occupations for people of the state ( Covey 2005 ) .

The retail section of India is imbalanced as the entire market portion of ordered retail merchants is merely about 2 % harmonizing to Bill and Bill ( 2004 ) . The scenario was the same even in developed states ab initio in the old century ; the materialisation of immense retail shops including Wal Mart, Sears and McDonald ‘s was the ground of speedy development of the structured retail and increasing meeting of the retail concern in the advanced states. It is the speedy increasing incomes and alterations happening in the manner people live which is transforming and promoting the development of the structured retailing in the West ( Kotler, 2004 ) . The structured retail sector in India besides shows promise as the buying power of Indians has increased while the quickly turning in-between category imitates the Western being ( Srivastava, 2007 ) .

Thankss to the enormous growing of the Indian economic system ( 2002-2008 ) , persons have more money to pass and they now expect to increase their criterion of life. This was a ground for big celebrated Indian concerns to venture in the retail concern. During 2007-2008, around 33000 retail stores found their manner in the state. Merchandises offered by such stores included garments, commissariats, fruits and veggies, Electronics & A ; Auto. The following 4-5 old ages will see several new shops being introduced in the state. This stage of retail development is likely to withdraw by 2014 ; the market leaders will be those who are successful and have accurate accomplishments related to operations in this sector. Retail shops who fail to follow suited schemes related to selling and consumer satisfaction will be forced to close store.

The gross revenues growing of US $ 392.63 billion in 2011 to US $ 674.37 billion has been forecasted in India Retail Report ( BMI, 2011 ) . Ever increasing upper category consumer base coupled with addition in building of organized retail substructure have been identified as cardinal factors behind its growing. McKinsey and Co ( 2010 ) has reported and expected addition from 5 % to 14-18 % in organized retail market, which is expected to make US $ 450 billion by 2015.

Regulations and relaxations of the Indian market

The concern environment in India was characterized by an ambiance that has been regulated to a high grade by a system of licence that is permeant and by duty barriers that are high and this was the instance till the twelvemonth 1991. In the twelvemonth 1991, there have been many sweeping reforms introduced by the Indian authorities and the other wining authoritiess have besides systematically operated so that the whole class of the economic system of India has undergone a extremist alteration ( Bajpai and Sachs, 1999 ) .

The state of India is one of the largest economic systems next merely to China in the continent of Asia. There are a big figure of investors from the foreign states who are being attracted to India specific in the sector of retail. This tendency has been go oning of all time since the market in India was capable to the procedures of liberalisation every bit good as denationalization ( Das, 2001 ) . The state is now being looked upon as a thriving market for the investing intents in malice of the fusss in the bureaucratism and besides defects in the installations and substructure in India. The state besides presents with a immense capacity for investing from abroad and the state has realized this and hence in maintaining with this tendency, the state is promoting the entry of participants from that of the foreign market. Besides the state besides uses English linguistic communication as the medium of communicating for the concern intents, governmental policies and administrative issues and these factors offer a friendly environment for the investors. Hence any company that aspires to be a leader in the planetary sphere can non afford to disregard India which is one among the emerging states of the universe ( Bajpai, Jian and Sachs, 1997 ) .

In the present scenario India experiences the fresh spirit of economic freedom that is assisting the state to present alterations that are far making and assisting it to unleash the great capacity of the economic system of India. An array of reforms have been introduced that helped in the extra deregulating and stimulation of foreign investing and these stairss have pulled the state to the head in the row of taking international participants ( Sreejith and Raj, 2007 ) . Some of the obvious strengths possessed by India are the accomplishments in information engineering and soft wares and the immense capacity for e-commerce. There besides exists a reinforced consensus from the political sphere in the construct of economic liberalisation at the degree of cardinal authorities and province authoritiess ( Das, 2001 ) . These combined factors promises a continued and increasing strength in the policies refering to the investors in a friendly mode and have led to the formation of chances in ample sums for the investors at the foreign and the domestic degree.

Overview of the Indian retail Industry

The industry of retail in India is divided in to unorganised and organized sectors and the activities of trading that are being undertaken by the retail merchants who are licensed and are apt to pay revenue enhancements like the gross revenues and income revenue enhancement is called as organized retailing. The organized retailing is inclusive of the hypermarkets that are backed by the corporate and the ironss of retail and the concerns in retail that are being owned in private. Retailing that is non organized is inclusive of the formats of retailing that is of low cost. This is inclusive of the kirana stores that is located in the local countries, general shops that are manned by the proprietors and the beedi or paan stores, shops of convenience and the carts pulled by manus, the sellers on the paving etc. there are new tendencies coming up in the retail scenario of India and this sector has a rate of growing of over 45 per centum which amounts to the three twelvemonth growing rate and hence it is one of the sectors with rapid growing among all the other sectors ( India Retail, 2008 ) . There are new and advanced formats like the departmental shops that have come up and this is replacing the forte shops, supermarkets, hypermarkets etc. Particularly in the tube, promenades in the western manner have started looking and these promenades are now distributing out to metropoliss in the 2nd round and these promise the consumers in India a shopping experience that is alone ( Johnson & A ; Tellis 2007 ) . There is a high grade of atomization in the retail sector of India because over 97 per centum of the concerns being run in the state is by the retail merchants who are non organized. Hence organized retailing in India is still at its babyhood even though there are batch of efforts that are being made to convey an addition in its comparative proportion to over 10 per centum by the terminal of the twelvemonth 2010. This would besides convey approximately enormous chances for the aspiring immature participants. This sector besides provides the largest resource for employment next merely to the agricultural sector and besides is penetrated profoundly in to the rural parts of India. This sector is besides involved in the coevals of over 10 per centum of the entire GDP of India ( Das, 2006 ) .

FDI in the Indian Retail

Harmonizing to Department of Industrial Policy and Promotion ( DIPP, 2010 ) India had an influx of US $ 1,392 million in October 2010 through FDI. In entire US $ 122.68 billion has been channeled in to India from April 200o to October 2010.

Decision to implement amalgamate FDI policy has provided India with a well-thought-of place as a cardinal spouse in trade on international graduated table. Policy allows foreign investor to their financess through automatic path, do non mandate any permission prior to investing from the authorities of India ( IBEF, 2010 ) .

In a study Earnest Young ‘s 2010 have ranked India as 4th most attractive finish to put. Similar consequences have been published in assorted repots like UK Trade and Investments, Japan Bank for International Cooperation and United Nation Conference on Trade and Development ( UNCAD ) , which have ranked India as 2nd most moneymaking finish following China in following three old ages ( IBEF, 2010 ) .

As mentioned earlier the retail sector in India has been kept closed for the aliens so that the agencies of support of over 15million kirana shop proprietors and the little store proprietors would be safe guarded. It has now allowed merely 51 per centum of direct investing when it comes to retailing with individual trade names with the proper permission obtained from the Indian authorities. In the sector of whole sale trading besides there is foreign direct investing allowed. The retail merchants with individual trade names like Fendi, Nike, Louis Vuitton and Toyota can hold their ain operations in India. There is another company called Metro which now has its operations by agencies of trading on a whole sale footing. There are besides options being invited by the policy shapers in such a manner that the involvements of the retail community at the local degree are besides non affected ( Bajpai and Sachs, 2000 ) . The Indian authorities is besides sing the gap of the retailing for athleticss goods, letter paper points, electronic goods, equipment for edifice etc. But the tough portion for the authorities is that it has to keep the delicate balance and a equal infinite for all the participants. Hence due to the FDI policy that permits over 51 per centum of one trade name has made options for come ining of Nike which sells pes wears, Lladro that is involved with porcelain points, Louis Vuitton that sells tickers, fabrics, places, accoutrements for travel, etc, Damro that sells furnitures, Fendi that sells luxury goods, Argenterie Greggio that is involved in the merchandising of cutter, gifts and silverwares and the retail bargainer of Cars- Toyota. The successful entry of these participants is besides pulling others into the Indian market like a luxury industry in France that plans to cover the domestic luxury section ( Guruswamy, 2005 ) .

Major participants in the Indian retail industry

There has been enormous growing in the retail sector of India with participants like Ambanis, ITC, Bharti airtel, Rahejas and a batch of other investors, who are involved in the devising of important parts in the sector which would take to the outgrowth of retail merchants at the international degree. These retail merchants have the power to do proper deals with the providers and can harvest the benefits of the economic systems of graduated table. Hence the procedure of discounting has become a widely accepted pattern ( SIA, 2003 ) . In the international sphere, India is looked upon as the last option left because the sector of retail in the state of China has about become concentrated. At the same clip the limitations imposed by the authorities of India on FDI are besides giving difficult times to the international giants like the walmart and Tesco and a batch of other aspirants. The present scenario is that, merely 51 per centum of foreign direct investing has been allowed by the authorities towards stores with individual trade names like the Reebok, Nike etc. but the international retail merchants are besides taking other available paths for deriving entree to the Indian market in an indirect mode by agencies of come ining in to licencing understandings that are strategic and franchisee understandings. There is besides whole sale trading on hard currency and carry footing being opted by the international participants because there is permission to 100 % foreign direct investings when it comes to trading on a whole sale footing ( Narayanaswamy and Zainulbhai, 2007 )

Pantaloon Retail

Pantaloon retail has its caput quarters in the metropolis of Mumbai and this retail merchant possesses a retail infinite of over four million sq. pess. It besides has about 140 shops that are spread over 32 Indian metropoliss. The retail merchant is besides involved in the proviso of employment to over 15,000 Indians and reaped a bend over of approximately 20 billion rupees for the fiscal twelvemonth of 2005-2006.

Lifestyle International

The major activity carried out by the Life manner is the running of mercantile establishments for retail every bit good as departmental shops. The chief focal point of Lifestyle is the operation of section shops in the high terminal format. The company possesses two names for its brand- SOGO every bit good as Jiuguang through which all the operations of the retail concern are carried out.

RPG endeavors

One of the taking and largest conglomerated of concern in India are the RPG endeavors and the company has a bend over of approximately 1.6 billion US dollars. The assets of the company itself sum to about 2 billion US dollars. This endeavor was the most quickly turning group at the national degree right from its origin in the twelvemonth 1979 and possesses a concatenation of over 20 companies. It besides has its operations in over 7 sectors of concern like retailing, information engineering, transmittal, life scientific disciplines, power, Surs and amusement.

Trent ( Tata )

This group has a comparatively recent beginning and with its constitution in the twelvemonth 1998 and has been successfully runing ironss of retail shops in the state in a fast mode. The company took its initial measure in 1998 by opening Westside a retail concatenation for life manner after which there was the gap of star India Bazaar in the twelvemonth 2004. Star India Bazaar is a hypermarket that offers a big scope of merchandises at the cheapest monetary values. The growing of Trent continued with the acquisition of Landmark which is the largest retail merchant of Music and books.

Shopper ‘s halt

It was in the twelvemonth 1991 that this major retail merchant began its journey by the corporate group of companies owned by K. Raheja. This has now developed to the extent that it has become the exclusive trade name for manner and Lifestyle for full household.

Vivek ‘s limited

This retail merchant is the taking participant in the subdivision of family contraptions every bit good as consumer electronics in India. Vivek ‘s has over 15 salesrooms at universe category criterions in over 3 major metropoliss like Salem, Banglore and Chennai. The retail occupies a retail topographic point of about 1,00,000 square pess. The one-year bend over generated by Viveks is about 1 billion rupee.