Blair company inc. was founded by Eugene Blair in 1975. The company’s mission is to provide equipment that will meet the needs of its target market in terms of filtration and purification of water for having high quality water. As part of the organisational goal, the company is also aiming to enter international market to be able to be known in both local and international level and position itself in the global competition. As part of the geographic expansion of the company, they are trying to produce innovative products to meet future needs in terms of water purification and filtration. Rahul chatterjee, one of the company's international market liaisons, had made two fact-finding trips to india to survey the indian market and competition for home water filters and purifiers, and the foreign investment issues in india. Based on these findings, he had to evaluate the feasibility of launching the company's own "delight" home purifier in the indian market. After several researches and analysis made on the data obtained, he provided his recommendations on the appropriate entry strategy for the indian market.
Objective of the case analysis
Our objective is to provide a strategic marketing plan for Blair Water’s entry into the water purifier market in India and also to discuss the advantages and disadvantages of the three modes of entry into a Indian market, the important elements of an entry strategy and also to develop a competition analysis matrix in the water purifier market which would also aid in developing the strategy .
Key Issues/Challenges Faced
The key issues for Blair Water are:
1. What target market Delight is satisfying in India
2. How Blair Water will position the Delight Purifier in India 3. How it will manufacture and distribute the Delight Purifier in India
Time is the main constraint. No matter what direction Blair Water goes in positioning Delight, the main goal is to do it fast, effectively, and efficiently. There is tremendous opportunity in the market, and there are hundreds of competitors.
Blair Water Purifiers India has dabbled the underdeveloped countries for years. After years of research, Blair Company has decided to enter the Indian market for home water purification devices. Its goal is to “thrive” in less developed countries. There is a definitive demand for better water in India. In fact, newspaper, consumer activists, and government officials have expressed the need of quality Indian water. The government even set standards for water quality. Due to many variables, which reinforce the call for quality drinking water, Blair Water seems to have a bright future in India. The below table illustrates the current breakdown of the India’s population concerning water purification. Take note that ten percent of the people are either unaware of the water problems or thought their water quality was acceptable or refuse to pay for products that they believed were mostly ineffective. The majority of the population utilizes a traditional method of eliminating bacteria by boiling the water. Water Purification Scenario in India|
Method| Advantages| Disadvantages| % usage|
Boiling| | Cumbersome, Time Consuming| 50%|
Candle Filters| Low Price, Ease of use| Very Slow, Need to be cleaned very often| 20%| Water Purifiers| Better than the previous two methods| Expensive than the previous two.| 20%| No Action| | | 10%|
Strategy for Blair Water Purifiers
For the water purifier industry majority of the sales were mostly in large urban areas. Only a small percent of the market was reached by existing manufacturers. So, if the right product is sold with the right attributes at the right place, then an outbreak of sales would surely occur. Hence based on the industry, we believe that the following are the most important factors for a company to enter...