Market entry strategies for turning technologies in India

Abstract

The purpose of this report is to provide market entry strategies to the company Turning Technologies in India especially in education sector. The report provides a detailed overview of the education sector in India and the way in which the product provided by the company fits in the overall system. Implementation of such technologies can be seen largely in corporate houses in India, using products offered by large multinationals to small players in China and India. The Indian classroom technology is far behind those in US and Europe and so the market offers a huge potential for learning technologies. Our research consists of finding potential market for the company; the educational institutes which offers a great demand for such technologies and the entry strategy into such ecosystem. India is a diverse country with millions of educational institutes in differs of the country. The learning pedagogy and offerings by all the institutes differs in various ways and so their needs in terms of such technologies also vary. Factors which drive introduction of such technology in Indian scenario differs for different institutes; for some price can be important factor while some institutes gives credit to pure usage, value add and experience offered by the products. Culture of the country also plays a very important role in shaping the education system and when it comes to country like India known for its diversity in regions, religions, languages etc, having a deep knowledge of it is always paramount. India is country which is largely collectivist with people living in family and values, relations play a vital role. Also, the power distance is high and respect for elders and not arguing with them are norms that most the citizens follow. These values are imprinted in the education system too, and so cases like students arguing with teachers or making his/her point forcefully hardly happens. In such scenario a technology which can help students to connect better with the Professors without breaking the cultural norms is always welcomed. But there are always other challenges like prices, utility, priorities which can deter from such a technology to make a mark.