#16 "McDonalds has a monopoly in India when it comes to selling burgers at lower and more economic rates than its competitors. Low price strategy works wonders for an economy like India. But it is not the only decisive factor. Even Baskin Robbins has established itself as a major ice-cream brand, although a Baskin Robbins ice cream costs Rs. 200 which is almost 10 times the price charged by Mother Diary. The difference is, Baskin Robbins offers 150 flavors whereas Mother Dairy offers a limited variety. Zara and Apple are well known examples of successful brands serving the elite class by creating a distinct market for themselves in their respective market segments. Counter can create a niche for itself by establishing itself as a status symbol, focusing on horizontal expansion and devoting a substantial amount of its revenue towards promotion in the initial years. Counter can make use of its competitive advantage of 3000 varieties to commemorate important events in a country like India where we have festivals almost every month. It needs to focus on its target market ie. the elite and develop a strategy to accommodate socializing, personalized customer service and most importantly a relaxed ambiance. Also it can enter the Indian market through a corporate alliance with an Indian company since the knowledge and understanding of the Indian market can prove to be vital for the success of Counter in India."
Posted on: Sat, 22 Jun 2013 20:31:35 +0000
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