M.B.A. / Increased environmental pressure in a firms' local market are forcing many companies to consider markets outside of their own to do maximize their profitability. According to Henisz (2000) when expanding internationally, a firm's management often must contend with a new culture, a new language, a new social system, new market structures, and a new political system. Titan, a premier brand in the Indian sub-continent aspires to assess the Gulf Cooperation Countries (GCC) market for watches. Despite global market recessionary trends, the luxury watch market in the GCC reflects a constant thirty percent increase in business over the previous year, as measured on a monthly comparative basis. The research will indicate that Titan cannot simply apply the local strategies used in India, as this global market possesses different characteristics to those experienced in the GCC, the importance if brand utility may provide a distinct differential over the major competitors in this market. Though the model that is derived will be based on the Titan experience, it will also be applicable to other items in the luxury goods market, and may be utilised to facilitate market entry for all luxury goods which will be categorised in the same band as watches, examples of these include fashion accessories, sunglasses, perfumes and jewellery. The aim of the study was to develop a model to guide the market entry process for new watch brands under the Titan umbrella into the GCC market.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:9177 |
| Date | 14 August 2012 |
| Creators | Wolmarans, Mark |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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