1. Prof. Chandan Vichoray
B.E., MBA, Doctoral Thesis Submitted
Shri Ramdeobaba Kamla Nehru Engineering College, Nagpur
Market Research & identifying
International Business Opportunity
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2. Introduction
 Export – The buzz word
 Biggest attraction: Revenue in Foreign Currency
 Boosts Individual’s as well as Country’s Economy
 The Outsourcing Mantra works in favour of exports
 Thrust on Multi-Locational Businesses for Efficient Supply
Chain
 Boost through various Trade agreements and Trade Blocs
reducing the effect of barriers
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3. Why Market Research
 A Scientific way of knowing the trends and probabilities of
business growths
 Fuels innovations that can sometimes effect a paradigm
shift
 Accelerated product life cycle
 A way of beating competition for the initial time period
 Faster market analysis through secondary data and
information
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4. An Approach to International Markets
 Primary data collection a tough job
 Hiring research agencies is going to be expensive
 Initial approach through trading companies
 Source of Market Research could be primary and
secondary sources
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5. Objectives
 Internal
 Vision
 Competency
 Resources
 External
 Competition
 Environment
 Institutions
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6. Considerations for International Market
Research
 Competency
 Resources
 Competition
 Environment
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7. Competency
 Manufacturing / Services
 Specialty Products
 Niche Areas
 Capability Vs. Capacity
 Approach and Credibility
 Knowledge of International Markets
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8. Resources
 Primary Sources
 Through Surveys
 International Trade Fairs
 Hiring international trade and marketing consultants
 Talking with successful exporters of similar product
 Secondary Sources
 Private Sources like Libraries, Chambers of Commerce,
Internship reports
 Public Sources like WTO, IMF, World Bank, Asian
Development Bank, Organization for Economic Cooperation
& Development
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9. Competition
 Local Manufacturers / Service Providers
 Concessions to local trade
 FTAs arrangement with other countries for similar
product / service
 Known devil is better than an unknown angel
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10. Environment
 Political Environment
 Economic Environment
 Socio-cultural Environment
 Technological Environment
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11. Step-by-Step Approach to Market Research
 Obtain export statistics indicating product exports
to various countries
 Identify 5-10 large & fast growing markets for the
products
 Identify smaller but faster-growing markets
 Examine trends for the products / allied products
that could influence demand
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12. Step-by-Step Approach to Market Research
 Ascertain sources of competition, including the
extent of domestic industry production and other
foreign companies
 Analyze the Product mix
 Identify trade barriers and plan accordingly
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13. Indian Sources for Market Research
 Director General of Commerce Intelligence & Statistics (DGCIS)
 Department of Customs
 Director General Foreign Trade (DGFT)
 Tariff Commission
 India Trade Promotion Organization (ITPO)
 Indian Institute of Foreign Trade (IIFT)
 Federation of Indian Chambers of Commerce & Industry (FICCI)
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14. International Sources for Market Research
 UN Statistical Year Book
 World Bank Atlas
 World Factbook
 International Financial Statistics
 World Population Profile
 OECD Publications
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15. Indian Free Trade Agreements
 India-EU FTA
 India-Japan FTA
 Indian-Asean FTA
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16. Case Study of Haldiram’s
 An Indian Company in Snack food business
 Started as a small shop in Bikaner
 Began US Operations in 1993 first targeting the
large Indian population
 Lined up 15 products for the Indians
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17. Case Study of Haldiram’s
 Strategic Shift: Savouring the Indian delicacies in
foreign country
 A $4 Million Brand spread in UK and Middleeast also
 50 Countries Stock Haldiram’s
 Tied up with companies like TESCO, Sommerfield,
Sipneys and Carrefour
 Initially surveyed for Indian population, got
acceptance with the Foreigners also
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18. Case Study of Haldiram’s
 USP: Hygiene and Packaging thus retaining the
freshness
 Product highly successful is the Khatta Meetha
whose sales have soared 112% since introduction
 Export of Khatta Meetha is in excess of 125 tons
annually
 A healthy growth rate of 40% Year – on -Year
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19. Product Mix of Haldiram’s
 Includes Indian delicacies in the form of Snacks
 Future plans include starting Indian Restaurants
abroad making a full food Corporation
 International business will include milk products
and noodles localized as per the country
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20. Distribution Mix of Haldiram’s
 Through various retails across the countries like
Carrefour and TESCO
 Localized manufacturing planned with plants
operating from the same country where business
is planned
 Short supplies arrangement using supply chain
thus ensuring copious supply of products
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21. References
 Kumar Aseem, Export Import Management, EB
 Henry Anthony, Understanding Strategic Management,
Oxford University Press
 P. Subba Rao, International Business, Himalaya
Publications
 Ball, McCulloch, Frantz, Geringer, Minor, International
Business – The Challenge of Global Competition, Mc-
Graw Hill
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22. References
 http://www.imriresearch.com/
 http://www.fita.org/trade_info.html
 Karamally Zak, Choosing to be Successful in Export Marketing,
http://fita.org/aotm/0999.html
 www.export.gov
 www.unzco.com
 www.infobanc.com
 www.tradeindia.com
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23. Questions???
• Questions????
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24. Thank You
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