Product Description

ABSTRACT

Purpose/Objectives/Hypotheses

The aim of this research was to conduct a study investigating market entry of MNCs in emerging market of India. The research was conducted with reference to   Smartphone market in emerging Indian market. The research has achieved following objectives: to determine the prospect MNCs in Indian Smartphone market with focus on prospective segments; to examine as which should be the  most appropriate entry strategy for  MNCs in Indian Smartphone market and what should be the most effective strategic focus; to examine as which should be the  most appropriate strategic approach  for  MNCs to successfully operate in Indian Smartphone market and how competitive advantage might be put on ; to examine as which should be the  most appropriate marketing  approach  for  MNCs to successfully reach to customers in Indian Smartphone market and which component of marketing mix should be most focused. Further the research has tested following two hypothesis :Hypothesis 1: Foreign entrants will have successful entry mode in the forms of joint venture and independent operation but former is more successful than the later in emerging market; Hypothesis 2:Both structural variables and managerial skills are important but the former are more important than the later  for strategic implementation  in emerging market.

Methodology

Considering the nature of the study the researcher opted deductive research design. This research was a scientific study as regards testing hypotheses, so there was no question of adopting inductive design.  Realism was applicable for this research, so the researcher adopted deductive research design. This research was conducted adopting the deductive research design and the researcher required collection of both qualitative and quantitative data for answering research questions. The qualitative research was conducted using the published sources in the forms of books, journals, and industry and firm reports. The qualitative research is in the form of literature review. The qualitative research helped out the researcher to identify the study issues based on which quantitative study was conducted. The quantitative study was conducted using questionnaire based survey. The primary research was conducted using questionnaire survey and quantitative data was collected through the survey which helped out the researcher to achieve the research objectives and test the hypotheses.

Findings/Implications

Smartphone market is highly prospective in India from the perspective of MNCs. Consumer segment of Smartphone market is the most prospective in India from the perspective of MNCs. Joint venture as entry strategy would be most suitable for MNCs in Indian Smartphone market. Firm specific and technological aspects as strategic aspects should be most focused by MNCs in Indian Smartphone market. Glocal strategy as strategic approach would be most suitable for MNCs in Indian Smartphone market. Cost focus as aspect of competitive advantage would be comparatively more benefiting (than differentiation) for MNCs entering inIndian Smartphone market. Adaptation marketing approach would be comparatively more suitable (than standardization) for MNCs entering in Indian Smartphone market. Price and promotion as marketing mix elements should be most focused by MNCs entering in Indian Smartphone market. Both the hypotheses developed are accepted. Hypothesis 1: Foreign entrants will have successful entry mode in the forms of joint venture and independent operation but former is more successful than the later in emerging market. Hypothesis 2: Both structural variables and managerial skills are important but the former are more important than the later for strategic implementation in emerging market.

Limitations and Future Scope

There were two major limitations in this research. First no interview was conducted on senior management level, and further no secondary quantitative data was collected about measuring the quantitative performance of entry and various other related strategy. Hence, research is recommended to conduct prevailing over these two limitations, for the wide-ranging acceptance of the findings for the practitioners in MNCs operating or willing to enter in Indian Smartphone market.