Strategic market approach for entering the Indian solar water pump market : plan the marketing strategy for solar off-grid applications
Almanasreh, Khalil (2011)
Almanasreh, Khalil
Lahden ammattikorkeakoulu
2011
Creative Commons Attribution-NonCommercial 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120717388
https://urn.fi/URN:NBN:fi:amk-2011120717388
Tiivistelmä
This study examines the strategic market approach for investing in solar water pumps market (SWP) in India, and Punjab state as a business case. The main research question is: What is an appropriate strategic market approach to invest in solar water pump market in India? The study focuses on the marketing strategy and strategic planning to enter the Indian market.
The thesis follows the qualitative study design where the data was collected by observing the market and interviewing main stakeholders and possible customers of SWP.
The theoretical framework discusses the corporate strategy theory and its link with marketing strategy and strategic planning for companies. The theory provides the required tools which will be used in the study; those tools are essential to analyze, formulate and plan the business marketing strategy. Marketing strategy takes its place as the most crucial element in developing the business strategy, and as a result of strategic planning.
The market is attractive and the government related agencies announced a national mission to increase investments in solar off-grid applications where SWP is one of them. Besides, the Indian government aims to exploit the country`s abundant solar power, sustain irrigation and reduce dependence on fossil fuels.
The target segments are the users of diesel pumps and the users of electric pumps with diesel pumps as a backup. The price of the final product is benchmarked by the Ministry of New and Renewable energy (MNRE). However, the solar companies can strategically develop a lease agreement with those who can’t afford the system`s initial cost or involve international organizations to finance such projects. The Marketing mix principle is mix and match the system design for individual farm. The recommended entry mode invests directly to the market through Wholly Owned Subsidiary.
The thesis follows the qualitative study design where the data was collected by observing the market and interviewing main stakeholders and possible customers of SWP.
The theoretical framework discusses the corporate strategy theory and its link with marketing strategy and strategic planning for companies. The theory provides the required tools which will be used in the study; those tools are essential to analyze, formulate and plan the business marketing strategy. Marketing strategy takes its place as the most crucial element in developing the business strategy, and as a result of strategic planning.
The market is attractive and the government related agencies announced a national mission to increase investments in solar off-grid applications where SWP is one of them. Besides, the Indian government aims to exploit the country`s abundant solar power, sustain irrigation and reduce dependence on fossil fuels.
The target segments are the users of diesel pumps and the users of electric pumps with diesel pumps as a backup. The price of the final product is benchmarked by the Ministry of New and Renewable energy (MNRE). However, the solar companies can strategically develop a lease agreement with those who can’t afford the system`s initial cost or involve international organizations to finance such projects. The Marketing mix principle is mix and match the system design for individual farm. The recommended entry mode invests directly to the market through Wholly Owned Subsidiary.