Report on

Global marketing

Abstract

This paper will present the importance of focusing on developing a deeper understanding of the
global marketplace and its impact on businesses as well as consumers, global expansion,
international competition strategies and leadership practices within global business. we will conduct
secondary research and prepare a market analysis and market introduction strategy for an Indian
company and one of its products into a global market of 3,000 to 5,000 words .

Introduction

Here, we are choosing the Indian company named Asian Paints

Asian Paints Limited (BSE: 500820, NSE: ASIANPAINT) is an Indian multinational paint
company headquartered in Mumbai, Maharashtra. The company is engaged in the business of
manufacturing, selling and distribution of paints, coatings, products related to home decor, bath
fittings and providing of related services. Asian Paints is India's largest and Asia's third largest
paints corporation. As of 2015, it has the largest market share with 54.1% in the Indian paint
industry. Asian Paints is the holding company of Berger International.

As we know Paints and coatings industry is divided into two sub-sectors namely, industrial and
architectural. Architectural coatings include both interior and exterior paints, varnishes, primers, stains,
and sealers, and their demand is primarily depended on the growth and performance of the
construction sector. Industrial coatings includes coil coatings, automotive paints, refinishers, furniture
finishing, and road making paints, and their demand is linked to the growth and performance of the
industrial equipment sectors, automotive industry, and appliance industries.

Our product is going to be .......... and has to be introduced in three different market which are US
,Russia and Australia.
Current scenario in US

The market size of paints and coatings in the US stood at US$7.8 billion in 2011, an increase of
2.4% over 2010. During the review period, the market size of paints and coatings recorded a
CAGR of 1.32%.

Timetric expects the market size of paints and coatings in the US to increase at a CAGR of
4.32% over the forecast period, and to reach US$9.6 billion in 2018
Paints and coatings market size by value by category

Water-based paints and coatings accounted for the highest market share of paints and coatings in
the US in 2011, with a value of US$6.4 billion and a market share of 81.7%. Meanwhile, the
solventbased paints and coatings recorded a market size of US$1.4 billion in terms of value

The paint supply goes to architectural and decorative use as well as non-architectural
applications such as automotive, wood, protective, industrial, marine and more. Company size
can be an important indicator of its success, its ability to meet customer needs, and also of its
flexibility to offer the types of products and services needed. Table 1 below contains a list of top
 paint supply companies in the United States. Annual sales are in millions of U.S. dollars. Dashes
indicate where data was unavailable. Also shown in the table is the company location (city,
state), the year in which the company was founded, and the company size as reflected by the
number of employees.

Competator analysis
Notes:

**Data for Table 1 comes from Owler.

Company Location* Founded* Company Size** Annual Revenue**
(in number of
employees)
Sherwin-Williams Co. Cleveland, OH 1866 53,368 $17.6 billion
PPG Industries Pittsburgh, PA 1883 47,300 $15.1 billion
Behr Process Corp. Santa Ana, CA 1947 26,000 $8.3 billion
RPM Inc Medina, OH 1947 14,540 $5.5 billion
Axalta Coating Systems Philadelphia, PA 1866 12,650 $4.6 billion
Benjamin Moore Montvale, NJ 1883 1,600 $862 million
Kelly-Moore Paint Co. San Carlos, CA 1946 1,500 $282 million
Inc.
Tnemec Company Inc. Kansas City, MO 1921 260 $124 million
Hentzen Milwaukee, WI 1923 126 $37.6 million
Yenkin-Majestic Paint Columbus, OH 1920 105 $30.1 million
Co.
ICP Group Andover, MA 2015 30 $20 million
Vista Paint Corp Fullerton, CA 1956 33 $4.2 million
Diamond Vogel Paint Inc. Orange City, IA —- 71 $2 million

Company Summaries

Sherwin-Williams Co. is a global manufacturer and distributor of paints, primers, coatings,

finishing’s, and stains. The 9100B & ISO 9001:2000 certified company also provides wallpapers
and painting tools and supplies. Sherwin-Williams Co. provides finishes for product, marine,
aerospace, automotive, and transportation applications. The company also has 4,300
neighborhood stores across North America.
PPG Industries is an ISO/IEC 17025:2005 and ISO 14001:2015 quality certified manufacturer
that has been in business for over a century. Originally founded as Pittsburgh Plate Glass, the
company has since branched out into paints, coatings, optical products, and specialty
materials. PPG is ranked on the Fortune 500 (#183).

Behr Process Corp. manufacturers paints, primers, decorative finishes, stains and surface
preparation products. Behr Process Corp. is a subsidiary of Masco Corporation.

RPM International Inc. provides protective coatings to the industrial and consumer
markets. RPM Inc owns subsidiaries that manufacture and market high-performance coatings,
sealants, and specialty chemicals, primarily for maintenance and improvement applications.
RPM’s products are sold in approximately 170 countries.

Axalta Coating Systems focuses on coatings for global customers in 130+ countries. Axalta
Coating Systems has 50 manufacturing facilities and technology laboratories in more than 30
countries. The company’s coatings are used on light and commercial vehicles and to refinish
electric motors, buildings, pipelines and in other industrial applications. Axalta is ISO
9001:2015, IRIS, IATF 16949:2016, ISO 5001:2001 and ISO 14001:2015 certified.

Benjamin Moore & Co manufacturers paints and stains out of a New Jersey headquarters.
Founded in 1883 by Benjamin Moore, the company manufactures its own resins and proprietary
Gennex® colorants. Benjamin Moore & Co. coatings are available primarily from its more than
5,000 locally owned and operated retailers.

Kelly-Moore Paint Co. Inc. is a large employee-owned paint company in the United
States. Kelly-Moore Paint Co. Inc. has remained true to its west coast roots. In 2013, it
introduced its Studio Collection of over 1,700 colors inspired by the western U.S.’s architecture
and landscape.

Tnemec Company Inc. is a privately-owned manufacturer of protective coatings. Tnemec

Company Inc. has manufacturing facilities in Missouri, Maryland, and Shanghai, China. Its
customers can be found worldwide.
Hentzen Coatings Inc. develops and manufactures liquid and powder coatings for aerospace,
defense, and general industrial applications.  Hentzen is ISO 9001:2015, AS9100B, AS9100C,
and AS9100D certified.

Yenkin Majestic Paint Corp is a large, independent industrial coatings manufacturer. Yenkin-

Majestic Paint Corp has evolved its product line from air-dry and bake finishes to include next-
generation innovations such as urethane waterborne epoxies and acrylics. The company also
supplies coil coatings, primers, and more.

Innovative Chemical Products delivers coating and adhesive solutions to more than 33,000
customers located throughout the United States and worldwide. ICP Group is a privately-held
manufacturer of coatings, adhesives, and sealants serving multiple end markets, including
building materials, specialty construction, industrial, packaging, printing, and sports surfaces.

Vista Paint Corp. is a veteran-owned paint and coating supplier based in Fullerton,
California. Vista Paint is an independently-owned and operated consumer and professional paint
company with 45 stores.

Diamond Vogel provides powder coating, heavy-duty protective coatings, traffic marking
coatings, and architectural coatings. Diamond Vogel Paint Inc. is in its fourth generation as a
family-owned operation.

Cultural

. Arts & Culture

Interest – Arts, pop culture, football, Olympics
1. The houses are too big.
2. The house colors vary from brown, white and grey.
3. Americans does paint house by themselves.
4. Avg. of 120 million gallons paint are sold per year.
5. Religion – Christian – (70-78%)
6. Atheist – (15%)
Demographic

 Capital – Washington D.C

 White American – (72.4%)
 African American – (12.6%)
 Native – (4.8%)
 Population – 328 million (2019)
 Nuclear family most
 Most business activities are finance, advertising, tourism, self-sufficient.

Psychographic

 Time is money.

 Business is carried out very fast

Behavioural

Lifestyle – Busy during weekdays & on weekdays travel and hangout

Income

In 2019, the U.S. economy, in terms of GDP (PPP), was at $21.44 trillion,

GDP $21.439 trillion (2019 est.)

GDP rank 1st (nominal; 2019) 2nd (PPP; 2019)

GDP growth 2.1% (Q4 2019) 2.4% (2017) 2.9% (2018) 2.4% (2019e) 2.1% (2020e)

GDP per capita $65,112 (2019 est.)

Ethnic
 Percent of
Self-identified race
population
White 72.4%
Hispanic and Latino Americans (of any
16.3%
race)
Black or African American 12.6%
Asian 4.8%
Native Americans and Alaska Natives 0.9%
Native Hawaiians and Other Pacific
0.2%
Islanders
Two or more races 2.9%
Other 6.2%

Current scenario in Russia

The Russia Paint market revenue was 1.9 billion in USD in 2011, grew to 2.9 billion in USD in
2017, and will reach 5 billion USD in 2022, with a CAGR of 9.14% during 2018-2023. Based
on the Russia Paint industrial chain, this report mainly elaborate the definition, types,
applications and major players of Russia Paint market in details. Deep analysis about market
status (2013-2018), enterprise competition pattern, advantages and disadvantages of enterprise
Products, industry development trends (2018-2022), regional industrial layout characteristics
and macroeconomic policies, industrial policy has also be included. From raw materials to
downstream buyers of this industry will be analyzed scientifically, the feature of product
circulation and sales channel will be presented as well. In a word, this report will help you to
establish a panorama of industrial development and characteristics of the Russia Paint market.
The Russia Paint market can be split based on product types, major applications, and important
regions.

Major Players in Russia Paint market are:

VALSPAR
PPG Industries
Sherwin-Williams
AKZONBEL
Diamond Paints
Nippon Paint
Axalta
SACAL
RPM Inc
BASF

Major Regions play vital role in Russia Paint market are:

North America
Europe
China
Japan
Middle East & Africa
India
South America
Others

Most important types of Russia Paint products covered in this report are:

Oil paint
Water-based paint
Solvent-based exterior paints
Powder coating
Polymer coatings
Most widely used downstream fields of Russia Paint market covered in this report are:
Anti-sticking
Decorating
Anticorrosive
Conductive coating
Heat Resistant
Fire-proof coating
Waterproofing paint

The market size of paints and coatings in Russia stood at US$1.9 billion in 2011, an increase of
7.9% over 2010. During the review period, the market size of paints and coatings recorded a
CAGR of 0.66%. we expects the market size of paints and coatings in Russia to increase at a
CAGR of 9.14% over the forecast period, to reach US$5.9 billion in 2022
Paints and coatings market size by value by category

Solvent-based paints and coatings accounted for the highest market size of paints and coatings in
Russia in 2011, with a value of US$1.1 billion and a market share of 55.6%. Meanwhile, the
waterbased paints and coatings market sized US$840.8 million in 2011.
Cultural

1. They are usually tall buildings.

2. They are way nicer on the inside than outside.
3. The neighbor are always decorating
4. You have no control over heating.
5. Negotiations can often be slow.
6. Decision making is not immediate in Russia.
7. Upress your views, don’t be just a listener.
8. On the business carol, one side should be in your language and other in Russia.
9. Red is a prominent color in Russia culture & history. Red was also color of Sovient
Union flag
Demographic

 Population – 14.45 Cr
 Life expectancy – 71 years
 GNI per capita – $24,893 ppp (2017)
 Religion – Russian orthodox – 15-20%
 Muslim – 10-15%
 Other Christian – 2%

Largest city in Russia,

 Moscow – 10,381,222 (approx. population)

 Saint Petersburg–5,028,000 (approx. population)
 Novosibirsk -1,419,000 (approx. population)
 Male population – 68.1 million (46%)
 Female population – 78.8 million (54%)

Psychographic

 Attitude – Friendly, group, team

 Interest – Vodka, drugs, home – TV, games

Behavioural

Lifestyle – Cultural past, folk dancing, classical music, architectural painting

Income

 Avg. gross salary – RUB 43400

 Avg. net salary – RUB 37758
 GDP – 1.58 Lakh Crore
 GDP growth rate – 1.6% (2018)
Ethnic

Some of the largest ethnic groups in Russia include Russians, Tatars, Ukrainians, and Bashkir.

The majority of Russians identify with Orthodox Christianity

Current scenario in Australia

The Australian coating and paint market is dominated by architectural and decorative paints,
which accounts for nearly 60% of all products. The consumer and legislation-driven push for
more environmentally-friendly coating products means that of these architectural paints some
90% are water-based. Most of these coatings are also Australian produced, and Australian
companies such as Dulux are still strongly represented. The top coating manufacturers Australia
are PPG Industries, Valspar, AkzoNobel, and Dulux Group.

As well as architectural and decorative paints there are many industrial coatings companies and
manufacturers producing protective and specialty coatings, including nano coatings and smart
coatings. The following table provides a list of paint companies in Australia, both homegrown
and international, whose products are on the Australian market.

The market size of paints and coatings in Australia stood at US$1.1 billion in 2011, an increase
of 5.4% over 2010. During the review period, the market size of paints and coatings recorded a
CAGR of 1.43%.

Timetric expects the market size of paints and coatings in Australia to increase at a CAGR of
3.27% over the forecast period, to reach US$ 6 billion in 2022.
Water-based paints and coatings accounted for the highest market size of paints and coatings in
Australia in 2011, with a value of US$1.0 billion and a market share of 89.2%. Meanwhile, the
solvent-based paints and coatings category valued US$122.0 million in 2011.
The Paint and Coatings Manufacturing industry is a key component of Australia's broader
chemical manufacturing sector. The industry includes major players with strong national and
global brand names across different pricepoints and product segments. These major players are
vertically integrated, so competition occurs across the supply chain, rather than just at the
manufacturing level. They are also global players, so the consolidation trends currently
characterising the global paint and coatings sector are influencing the Australian marketplace.
.

The market for paints and coatings is expected to register a CAGR of 4.5%
during the forecast period. The major factors driving the market studied are
 rapidly increasing housing construction activities in the clayton South
region. The rise in prices of raw materials is expected to hinder the growth
of the market studied.

 Architectural coatings dominated the market and the segment is

expected to grow during the forecast period, owing to the increasing
construction activities across the world.
 Growing investments in the infrastructure and construction industry in
emerging economies is likely to act as an opportunity in the future.

competitors

PPG Industries Australia Pty Ltd 14 McNaughton Rd, Clayton South VIC 3169

Dulux Australia 28-30 Orchard Rd, Brookvale NSW 2100

Haymes Paint 1 Waringa Dr, Ballarat VIC 3355

Keim Mineral Paints Australia Unit 10/17-21 Bowden Street Alexandria NSW 2015

Wattyl Australia PTY Ltd. 2/40-44 Graingers Rd, West Footscray VIC 3012

Jotun Australia Pty Ltd 8/2 Arunga Dr, Beresfield NSW 2322

Hempel (Australia) Pty. Ltd. 12 Fitzgerald Road, Laverton North, Victoria 3026 Melbourne

3M Australia Building A, 1 Rivett Rd, North Ryde NSW 2113, Australië

Akzo Nobel (Australia) Pty Ltd 51 McIntyre Road, Sunshine, VIC 3020

Sika Australia 55 Elizabeth Street Wetherill Park NSW 2164

Sherwin-Williams (Australia) PTY LTD F 3/28 Commercial Dv, Dandenong Sth VICTORIA, 3175, AUSTRALIA

Lacnam Paints (Australia) 78-80 Mandoon RD, Girraween NSW 2145, AUSTRALIA
Cultural

 Religion – 30% No religion

22% Roman Catholic
 English is the only language spoken in the home for close to 72.7% of the population.

Demographic

 1 Population – 23,470,145 (July 2018)

 Largest city
Sydney –5,230,330
Melbourne 4,936,349
Brisbane – 2.462.637

Psychographic

 1. Attitude – Supportive, Friendship, Outdoor lifestyle

 3. interest: sports , panics

Behavioural

 Lifestyle – Spent time on beach or park.

Income
 GDP - $ 63,699 ppp( per capita)
 GDP - $ 1.56 billion

ethnic,

A considerable proportion of first- and second-generation migrants are bilingual.

About the product which is selected
It is certified green products with quick application & lower drying time, latest mechanized tools
and robust project management for on-time delivery ensure great painting experience!
Our experts identify and help solve the problem via expert application of specialised preventive
and curative products. Also avail services like masonry, plumbing, tile fixing and tile grouting
based on what you need.

Royale Aspira: the best finish

Royale Aspira is the international gold standard in paints. It is one of the most technologically
advanced paints in the world. It imparts your walls with the Perfect smooth Finish that gives
your walls a sophisticated luxurious look.
- Perfect Finish: Royale Aspira gives the smoothest finish in a high sheen for your walls.

Royale Aspira is the only product from Asian Paints to offer you 5 years of Performance
Warranty in Interiors. The warranty covers film integrity, protection against flaking or peeling,
shade fading and fungus attack.

- Crack bridging property: Aspira has the exceptional ability to stretch to almost 400%. This
ensures hairline cracks remain covered and your walls remain beautiful for years to come.

After all the analysis I would choose the Australian market

Reasons

Timeless colour schemes for any Australian market

Once all the above has been taken into account, it is time to choose a colour scheme – after all,
they aren’t called decorative coatings for nothing. With dozens of shades available just within
the grey range, it can be hard to choose the right one. So let’s look at some of the timeless colour
combinations that can elevate any home:
 Monochrome – There is a reason that black and white is a classic look. From Tudor-style
housing to highly modern styles, monochrome is used to highlight the architecture of a
house. Using black to accentuate the attractive features of your home such as the trims
and windows, or using white trims with a deep deep grey will make your house pop, both
classic and modern at the same time. And of course it doesn’t have to be flat white and
black – grades of both those colours will work, and always check against differing light
conditions and substrate colours.
 Pastels – Though you may associate pastels with a fibro beach house look, a pastel wall
with a white trim can really bring the country or the coast home with you. Weatherboard
houses in particular look great in pastel. They are unique and fresh looking, and a muted
pastel is soothing to the eye. There is a reason these colours are used for holiday homes.
Colours like celery greens, sky blues, even happy yellows work for a pastel home.
  Earth tones – If you want to bring out the countryside with your home, earth tones are for
you. These are also good for homes where council rules dictate a less striking contrast
with the environment in which your house is set. Earthy tones are warm, comfortable,
and appealing, really connecting your house back to the nature around it. Aubergines,
burgundies, taupes, ochres, rusts, and khaki greens fall into this category.

Need/ Scope of the study

A team is a collective of people working towards a common goal. Team Building involves the pr
ocess of enabling the group to achieve its goals. It consists of steps like clarification of team
goals; identification of hindrances to goal achievements; facing the identified challenges and
enabling the achievement of the goals. Fajana (2002) asserts that teamwork is an integration of
resources and inputs working in harmony to achieve organisational goals, where roles are
prescribed for every organisation member, challenges are equally faced and incremental
improvements are sought continually.
Katzenbach and Smith (1993) notes that a team can simply be defined as a small number of
people, with a set of performance goals, who have a commitment to a common purpose and an
approach for which they hold themselves
mutually,accountable.The suggestion here is that teams should be manageable in size, and that 

Conclusion

Team building is the process of increasing a team’s cohesiveness, productivity, and efficiency by
coming up with activities that require members to work together. This process relies on a range
of aspects to guarantee its success. These include factors such as good communication skills,
clarity of goals, shared leadership, and a sense of accountability.

In addition to the abovementioned traits, leaders need to be careful when selecting teams. More
specifically, they should pick teams based on diversity and skill levels. Overall, team building
helps companies achieve goals and foster healthy competition.

TEAM BUILDING IMPLEMENTATION

Many companies now recognize the need to adopt World Class operations, technologies, and
practices. But efforts to implement these programs are frequently stymied. Management can
become disillusioned. Programs to build World Class capabilities, so vital to the organizations
continued health and success may become stalled disappear.

To set and steer an organization’s course today requires one thing above all: teamwork. Teams
are at the center of all effective World Class technologies and practices, such as Six Sigma,
Lean, and Enterprise Resource Planning (ERP). The challenge is to take a group of diverse
individuals and create a cohesive team capable of World Class performance.
TCA's capabilities in operations consulting, combined with a proven expertise in team building and
change management will help you achieve World Class benefits.( Robbins, S.P. 1998, Organizational
Behaviour: Concepts, Controversies, Applications, Prentice Hall, New York. )

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