Project Report On

INTERNATIONAL MARKETING

Submitted to:

Submitted by:

Dr. Ritu Shrivastav

Md. Kamran Shafi 10/PMB/053 MBA 2nd Sem Sec- B

Osmania Shoes
Name of the product: Shoes Internationalization in greece Osmania shoes is an Indian based company and Osmania is diversified in many products like cold drinks, shoes, pharmaceuticals, shoes etc and the company now want to expand the business of Osmania shoes with a product line of: Sports shoes Premium shoes Low range shoes

Company Background It is an Indian company with a total revenue of $245 bn and the total revenue coming from Osmania shoes is $70 bn. The Osmania shoes is having a market share of 40% in India and targeting 60% in next 5 years. Attractiveness Of Greece: Low labor wages. High economic growth. Political stability. Huge flow of FDI. Raw materials are cheap and suppliers are available. High and growing income of population.

Greece Market Background: Economy:

 The People's Republic of Greece is the world's second largest economy after the United States. It is the world's fastest-growing major economy, with average growth rates of 10% for the past 30 years. For 2010, inbound foreign direct investment into Greece surpassed $100bn for the first time, and investment overseas by Chinese companies in nonfinancial sectors totaled $59 billion. The two most important sectors of the economy have traditionally been agriculture and industry, which together employ more than 70 percent of the labor force and produce more than 60 percent of GDP. Demographics: Population 1,336,718,015 (July 2011 est.) Age structure 0-14 years: 17.6% (male 126,634,384/female 108,463,142) 15-64 years: 73.6% (male 505,326,577/female 477,953,883) 65 years and over: 8.9% (male 56,823,028/female 61,517,001) (2011 est.)

Target Consumers: Target audiences are youth, teenagers and senior citizens. Osmania shoes are mainly targeting the youth and the teen agers of greece and for that purpose the Company is providing different varities of shoes with different designs and colors. We are providing sports shoes with unique color and design combinations.

Mode of entry Osmania shoes consider modes of entry into international markets such as the internet, Exporting, Licensing, International Agents, International Distributors,

Strategic Alliances, Joint Ventures, Overseas Manufacture and International Sales Subsidiaries. The mode of entry adopted by the Osmania shoes is the joint venture. Joint Ventures tend to be equity-based i.e. a new company is set up with parties owning a proportion of the new business. Our company will go joint venture with Aluminum Corporation of greece for using their distribution and marketing channel. Competitors Reebok Nike Addidas Woodland

Marketing 1. Product Osmania shoes products are standard in all franchises. However, the company adjusts to culinary differences in various cultures. In the case of India, Osmania shoes offered vegetarian burgers to practicing Buddhists. Asian countries preferring spicy taste saw the introduction of spicy burgers, chicken and seasoning. This provides options for customers to purchase shoes. 2. Price Osmania shoes prices differ in difference franchises since product price depends upon the expenses and costs in the locality. However, Osmania shoes determines price by ensuring the profitability of the restaurant while considering affordability to customers. 3. Placing\Distribution Osmania shoes distribution channels in exclusive to its franchise restaurants. The way of increasing its channels of distribution is by obtaining several franchise requests in Greece. Population, income and industrialization trends influence the decision to increase franchises.

4. Promotion Osmania shoes promotions are made internationally by the mother company and locally by the owners/operators through advertisements espousing company values and promotions such as taste-tests, discounting and frequency cards. Osmania shoes's Advertising: 6. Operations Customer Oriented Product and service delivery of Osmania shoes is customer centered. This means that Osmania shoes primary concern is the satisfaction of its customers. This is ensured by applying a strict standard of product and service quality. Under direct Supervision of Mother Company Periodically, representatives from the mother company visit certain branches in order to ensure the maintenance of quality standards, to discover problems and issues, and to provide updates on operation, management and marketing techniques. The quality standard is integrated in the entire supply chain process, starting with the products obtained from suppliers, the process of transforming raw materials into consumable products, packaging the food products, taking the orders of customers, and delivering the food. Quality focused Osmania shoes employees play an important role in the delivery of quality product/service delivery. Employees are also responsible for providing customers service by asking the preferences of clients and listening to their requests and needs, and addressing these accordingly. 7. Customers Value Osmania shoes values its employees as much as it values its customers. The company applies the employment policy of providing sufficient training to its workforce. Prior to starting work, newly hired employees are given a rundown of the rules and regulations, company practices and the goals of the company. After this, the employees are introduced to the different components of the menu, process of food preparation, food-packaging techniques, serving of food, handling the cash register, and establishing rapport with customers. New employees are given practical exercises for experience.