Analysis of the “Going International” Marketing Strategy for Rehau Ag & Co. in India

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Analysis of the “Going International” Marketing Strategy for Rehau AG & Co. in India Research Paper
at Hof University
Department of Business Administration
International Management / German-Indian Business Studies
Submitted to
Submitted by
Prof. Dr. Wengler
Divakar Arjunan
Alfons-Goppel-Platz 1
Bhanu Preethy Suresh
D-95028 Hof
Marshall Martin
Andreas Schelter
Stanislaw Kraus
Hof, December 21st 2012
I
Table of contents
List of figures ........................................................................................................................... VI Abbreviations ........................................................................................................................ VIII 1 Introduction ............................................................................................................................. 1 2 Rehau AG & Co. ..................................................................................................................... 2 2.1 Company Overview .......................................................................................................... 2 2.1.1 Company History ...................................................................................................... 2 2.1.2 Turnover/ Employees/ Headquarters ......................................................................... 3 2.1.3 Mission & Vision ...................................................................................................... 4 2.1.4 Competencies ............................................................................................................ 5 2.2 Business Units .................................................................................................................. 5 2.2.1 Construction .............................................................................................................. 5 2.2.2 Automotive ................................................................................................................ 6 2.2.3 Industry ...................................................................................................................... 7 2.3 Product range division ML (Furniture) ............................................................................ 8 2.3.1 Edgebands – RAUKANTEX .................................................................................... 8 2.3.2 Roller Shutter Systems – RAUVOLET................................................................... 10 2.3.3 Plinth Covers ........................................................................................................... 11 2.3.4 Other products ......................................................................................................... 11 2.4 Customers ....................................................................................................................... 12 2.4.1 Industry .................................................................................................................... 12 2.4.2 Trade ........................................................................................................................ 12 3 Macroeconomic Analysis ...................................................................................................... 13 3.1 Introduction / PESTEL-Analysis ................................................................................... 13 3.2 Political Factors .............................................................................................................. 13 3.2.1 Political Profile ........................................................................................................ 13 3.2.2 Foreign Direct Investment in India ......................................................................... 14 II

3.2.3 Trade Barriers .......................................................................................................... 16 3.3 Economic Factors...
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