This document discusses potential entry strategies for Dell to enter the Bangladesh laptop market. It first provides background on the growing Bangladesh laptop market, with Dell's projected 2018 laptop shipment being 5-6 lakh. It then evaluates two potential entry strategies: 1) Foreign Direct Investment through establishing greenfield manufacturing operations in Bangladesh to benefit from low labor costs and access Asian markets. This allows high control but requires large investment. 2) Franchising by identifying local distributors/agents to market Dell products exclusively through local stores, leveraging personal relationships important in Bangladesh sales. Both strategies are evaluated in terms of advantages for establishing Dell's presence in the growing Bangladesh market.

1. Entry Strategies
Presented by –
• Hanishi Shah 84
• EshitaThakkar 103
• MayurTripathi 107
• SagarVyas 111
Submitted to -
Prof. Col.Venkat Raman
Faculty of subject: International Business
Aditya Institute of Management Studies and Research

2. Why Bangladesh
Dell and Bangladesh
Entry Strategy 1
Entry Strategy 2

3. Dell and Bangladesh
• Bangladesh’s laptop market is growing fast, thanks much
to people's preference for ease stemming from
portability of the state-of-the-art technology.
• The laptop market in the Bangladesh was worth $165
million in 2017 and $175 million in 2018 which is expected
to rise incrementally in the years to come.
• Most of the imported laptops, around 60% of the total
imports, are coming from China, Singapore, the USA,
Thailand and Malaysia.
• Dell's projected laptop shipment for 2018 is five to six
lakh, according to Abdus Samad of Rayan Laptop Ltd,
another importer of laptops.
36%
26%
17%
4%
HP Dell Lenevo Asus
Market Share in %

4. P o l i t i c a l
1. Democratic system.
2. Well-written
constitution.
3. Two major parties.
4. Risk – violence and
strikes can hamper
logistics.
Factors to
consider before
entering
Bangladesh
01
02
03
0405
06
E c o n o m i c
1. Rapid economic growth.
2. Low per capita income
3. Mixed economy
T e c h n o l o g i c a l
1. Mobile phone coverage.
2. Superfast broadband
3. Considerable technology
infrastructure
L e g a l
1. Good political system
2. Presence of corruption
3. Different laws
E n v i r o n m e n t
- a l
1. NGOs working on
environmental issues
2. Factories need clearance
from environment directorate.
PESTEL Analysis of Bangladesh
S o c i a l
1. Approximate population is
200 million.
2. Mixed religion.
3. Friendly & festival loving.
4. Bengali & English widely
spoken.

5. Foreign Direct Investment – Greenfield
• No computer component are yet produced in Bangladesh.
• Low per capita income which results in low labour cost
• Strategic advantage in sea route trade, where Bangladesh has
access to Bay of Bengal, Indian Ocean and Malacca straight
• Easy access to Asian countries through land route
• High level of control over business operations
• High level of quality control over the manufacturing and sale of
products and/or services
• Economies of scale and economies of scope can be achieved in
terms of marketing, research and development, and production
• Creating jobs for the Bangladesh economy where the greenfield
investment is taking place

6. Franchising – Dell Exclusive Outlet
• Personal relationships are important when marketing
products in Bangladesh.
• Dell can identify distributors or local agents to market their
products on an exclusive basis.
• Franchising helps in getting customer advantage since people
of Bangladesh have personal relations and they prefer buying
products from local stores
• With the help of franchising, the knowledge of local
franchisee will help dell in selling their products conveniently
and personal relations are of paramount importance,
franchisee’s relations with the consumers will give Dell a
strategic advantage.

7. Thank you