Market entry in India

Abstract

The report will present the findings of the preliminary research on the market entry of Turning Technology to India. Turning Technologies is headquartered in Youngstown, Ohio. The company began with three goals in mind: to make response technology more affordable, user-friendly, and better documented so that users could easily grasp its benefits. The customer segmentation was defined based on the secondary research and based on initial interviews with professors from IIMB. Later, we have tried to evaluate the segments and choose the prime prospects. The report deals with the identifying the decision making process in the current education system based on interviews of professors, teachers and instructors. In the initial part of the report, we identify criteria that will be used to identify the viability of various market segments. We also interviewed across different departments in IIMB and the findings of these interviews have been documented in the later parts of the report. We conclude the report by identifying the key segments that Turning Technologies should initially target and the strategy it can follow to enter the market.