Professional Documents
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Pricing: Like domestic marketing, firms, which have only a short-term interest in
the foreign markets, may opt for a cost-plus pricing strategy. Firms with longterm interest have to adopt a market-oriented pricing policy.
Marketing Communications: Broadly, media choice has to be from:
Strategy, Structure & Rivalry of Firms: These are the last attribute.
The quota system, which was a handicap to India, is on its way out.
With the new WTO initiatives, the world market for textiles may be
more open & India with her traditional strength can tap the
markets better.
Indias export markets are better spread out & distributed over a large
spectrum of countries, thus reducing vulnerability. A good # of Indian textile
exporters, especially garment exporters, are men of Indian origin staying
abroad. As such, they are better placed to be in touch with market trends.
By improving quality, India can increase her textile exports much more; and
her price realization can also go up through same route The governments
recent decision to de-reserve the garment sector from the SSI sector should
help bring in more investment, better technology & modernization.
SAIL, Indian Oil & ONGC already find a place in Fortune 500.
Mittals has got established as a global player in steel.
Bajaj is the 2nd largest producer of 2-wheelers in the world.
Reliance has world-size plants for synthetic fiber.
The Aditya Birla group is the worlds largest producer of rayon fiber, 2nd
largest producer of palm oil, 6th largest producer of carbon black & 5th largest
producer of insulators. The group already has over 20 ventures abroad.
Essar Gujarat is another firm with global potential. It is already setting up JVs
abroad to make cold rolled coils.
Blowplast is the worlds 2nd largest producer of molded luggage.
Usha Martins expertise in wire ropes is of global standard.
In IT, companies like TCS, Wipro & Infosys have already emerged as global
players. All of them are sharpening their strategies to capture a better share of
the global opportunity in IT.
In pharmaceuticals, there are quite a few firms who can play the global game.
Ranbaxy already has companies in Canada, HK, Malaysia, Nigeria, Thailand,
and the Netherlands & China. Now exports account for 50% of Ranbaxys
turnover. The objective is to raise the overseas share to 70%.
Ranbaxy has entered into # of JVs with foreign partners for establishing
manufacturing & marketing presence abroad. Ranbaxy is poised to emerge
as one of the top 5 generic companies in the world.
Cipla, Sun Pharma, Dr Reddys & Lupin are expanding their business in
world markets. One-time big exporters of bulk drugs, they have graduated
to smart players in formulations.
Lupin is the world-leader in the anti-TB drug Ethmbutol, with 70% of the
world market. The company currently exports to 60 countries.
These pharma companies are aggressively working to improve product
portfolio. They have already targeted products to be launched in the global
market when they become off patent & are busy setting up facilities.
They are making huge investments in R&D to develop new molecules,
drug delivery systems & to re-engineer molecules, which may go off patent.
They are getting their units approved by the US FDA to access the lucrative
European & US markets.