Elise Vandenhof
Jenna Shore
Lara Youssef
Samukele Ncube
Shadden Mansour
Veronica Eberhardt
Contributors
Team 1
Managing Editors
Overview
This week's issue of LUNALIFE assess the Indian Bottom of the Pyramid (BoP) in order to devise a successful entry strategy for Lunapads to expand its operations. This report presents a comprehensive overview of Lunapads, which includes the company’s background, objectives, as well as its business strategies. The firm’s overall strengths and weaknesses are also clearly defined within this report.
The following part presents a detailed analysis of the Indian BoP market, and provides the rationale behind the selection of this market in being the recipient of Lunapads’ “international expansion. The detailed analysis discusses the country’s political, economic, social, technological, and environmental situation as well as their potential impact on Lunapads’ operations in India. This information is used to develop an understanding of the opportunities and threats that Lunapads may face in the Indian BoP market.
Overall analyses of the company, its home market, and its potential market indicate that both Lunapads and the women in the Indian BoP market could benefit from the company’s expansion into the Indian market. The final section of the report provides a potential strategic plan for the company to follow with respect to its expansion. The strategic plan highlights key decisions related to the marketing mix, human resources, finances, and the supply chain.
Welcome to India!
Index
Executive Summary
'Company Background
Product Description
Enviromental Analysis
Market Characteristics
Buyer Characteristics
Mode of Entry
Target Market
Marketing Mix
Alternatives
Implementation
Financials
References
4
6
7
8
14
18
22
24
26
30
32
36
38
LUNALIFE
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Special thanks to Dr. Nicolas Papadopoulos, for making this project a possibility. And to the BUSI 4205 International Marketing Strategy class for this oppurtunity.
Dedication