Gaining Market Share in International Markets: The Marketing Competitive Techniques of Chinese and Indian Corporations

Abstract Marketing has been considered one of the top company activities in ensuring survival and competitiveness in the market. create higher value and achieve sustainable market success. and provide a growth strategy guideline for Asian business. The aim of this paper is to highlight the complexities of companies in Asia entering the international markets. The study will cover competitive international marketing strategies of Chinese and Indian companies that operate in western markets. Asian businesses are looking for growth strategies and new business directions that will help them gain stronger competency. .

Introduction .

Acknowledgement .

opportunities for advertising and distributive infrastructure are also likely to differ significantly. advertising. distribution and the product/service attributes in a largely uncontrollable external environment that is made up of different economic structures. which involves the company manipulating a series of controllable variables such as price. cultural values and legal infrastructure within specific political or geographic country boundaries. but the controllable factors in the form of cost and price structures.  International marketing. Thus marketing involves:     focusing on the needs and wants of customers identifying the best method of satisfying those needs and wants orienting the company towards the process of providing that satisfaction meeting organizational objectives. competitors. Sometimes markets are typically perceived to be independent and a profit . which involves operating across a number of foreign country markets in which not only do the uncontrollable variables differ significantly between one market and another. anticipating and satisfying customer requirements profitably‟. These different levels of marketing can be expressed in the following terms:  Domestic marketing. It is these sorts of differences that lead to the complexities of international marketing.Review of Literature The Chartered Institute of Marketing defines marketing as the „Management process responsible for identifying.

international marketing becomes a process of managing on a global in their own right. skill levels and market opportunities. Here a company coordinates. promotion. tax rates. . distribution and market development. international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At the other extreme. which is a larger and more complex international operation where in the whole organization focuses on the selection and exploitation of global marketing opportunities and marshals resources around the globe with the objective of achieving a global competitive advantage. there are huge global companies such as Ford with an integrated network of manufacturing plants worldwide and who operate in some 150 country markets. At one extreme there are firms that opt for „international marketing‟ simply by signing a distribution agreement with a foreign agent who then takes on the responsibility for pricing. Here the primary objective of the company is to achieve a degree of synergy in the overall operation so that by taking advantage of different exchange rates. in which case the term multinational or multidomestic marketing is often used. it involves the firm in establishing manufacturing/processing facilities around the world and coordinating marketing strategies across the globe. labour rates. integrates and controls a whole series of marketing programs into a substantial global effort. At its most complex. At its simplest level. at its most complex.  Global marketing management. Thus. the organization as a whole will be greater than the sum of its parts.

foreign language skills.The international outlook of the decision maker is related to characteristics such as previous international experience. time spent abroad and international business knowledge (Lloyds. foreign marketing (marketing within foreign countries) and global marketing (coordinating marketing in multiple markets in the face of global competition)‟.Reason & Mughan. & Piercy. 2002). improve communication with overseas customers. Katsikeas. (2006) comment that „the international marketing manager has a dual responsibility. enhance the understanding of foreign business practices. 1998) or may conduct to a more versatile approach Slept Dimension(Social Legal Economical Political and Technological) Sarathy et al. Foreign language proficiency may help to establish social and business contacts abroad. Opportunities and outcomes of International Strategy . facilitate effective planning and control of the export activities(Leonidou.

consumer service businesses such as hotel or car rental. Franchising Franchising is an underexplored entry mode in international markets. or it may find that a domestic distributor is already serving an international market and so grants a foreign distribution license that requires nothing more than an increase in domestic sales. most notably by fast food chains. a firm may be offered some spare capacity on a ship or plane by a business partner. but it has been widely used as a rapid method of expansion within major developed markets in North America and Western Europe. and business services. For example.Choice of International Entry Mode: Global market entry: choice of entry Piggybacking” Although such arrangements are rarely featured in international business texts.” because they all involve taking advantage of a channel to an international market rather than selecting the country-market in a more conventional manner. many companies begin their internationalization opportunistically through a variety of arrangements that may be described as “piggybacking. .

Strategic Alliances They allow firms to share risks and resources required to enter international markets. which helps the expanding firm manufacture and maket a competitive product.or cnsultants. possibly from and cultural idiosyncrasies of the panies%20entering%20china%20versus%20chinese%20companies%20entering%20the%20international %20market&pg=PA227#v=onepage&q&f=true copy data from the link above for entry into international market –pages 211 to 233 risks from the link above: can be used for discussion part. Still the firm maintains control over marketing.html . legal and social norms. which can be costly. Overview of India and China scenario: Refer C:\Users\Poonie\Documents\china –pdfs placed here http://gettingchinaandindiaright.They are formed with a host-country firm that knows and understands the competitive condition. http://books. New wholly owned subsidiaries Also known as Greenfield venture The firm may have to acquire the knowledge and expertise of the existing market by hiring either host-country technology and distribution of products. http://www.php/aid/1584/What_are_Chinese_a http://www. .

Research Design .

Presentation of Findings .