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Market study - Sales management and negotiation techniques: UHU in India

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  1. Company profile
  2. Target consumer profile
  3. Mission statement
  4. Market analysis: India
  5. Strategic options
  6. Sales strategy
  7. Case study questions

The UHU company has been founded in 1932, when its founder, August Fischer discovered "the formula for the first ready-to-use, crystal-clear synthetic resin adhesive in the world" (UHU, 2017). Since its foundation, UHU has remained being the leader in the adhesives sector throughout Europe and was even used as a byword for adhesives by a few countries, especially Germany and Austria.
Nowadays, the UHU range meets the needs of "all users, in all areas of application, from schools, offices, crafts and hobbies to DIY, manual work and industries".

[...] Public transportation is inefficient. In India, a caste system was legal until 1950, where the government expected to mitigate discrimination and injustices, however in southern states, the caste system is very strong, determining how and where the people should be working. Technological Indian IT sector is dependent on foreign companies from countries such as United States. In 2013, the government spent more than $ 6.4 billion U.S. dollars in research of IT. Several inventions such as the national optical fibre network and proposed learning centres of telecommunication services. [...]


[...] Most of the company's production is done at their factory in Bühl, Germany from which they are distributed to numerous subsidiaries in European countries such as Austria, France and Portugal and Greece. As for non-European countries, UHU operates mainly through distributors including the USA, Mexico, South Africa and much more. Moreover, the company puts an emphasis on modern production know-how, advanced logistics systems, in-house innovative product development and smart adverting in different media and its sales strategy is built around these. Case study questions Describe the Macro-Environment and its impact on a potential Market Entry on UHU's business in India. [...]


[...] Due to corruption, tax revenues have been lost since 2011. Anti-corruption street protests and hunger strikes occur due to the social discontent. The goods and services tax is a bill with the purpose of replacing all federal and state taxes into a central one. Economical Demonetization in India has caused disruption and is considered to be the cause of reducing the country's GDP and industrial production. India has a high cost push inflation, in other words, if constraints in food production increase, inflation increases as well even though growth is reduced the same year. [...]


[...] [Online] Available at: http://www.indiabusinessreports.com/Blog/BlogDesc/40 [Accessed 14 May 2017]. Parwati Enterprise Company Profile. [Online] Available at: http://www.parwatienterprise.com/company-profile.html [Accessed 14 May 2017]. Patel, N. S PEST ANALYSIS OF IT SECTOR IN INDIA. [Online] Available at: https://es.slideshare.net/NiteshSinghPatel/pest-it-32360882 [Accessed 14 May 2017]. Rosenbloom, B Marketing Channels. [Online] Available at: https://books.google.de/books?id=2Q27DKEdEF0C&pg=PA220&lpg=PA220&dq=brendel s+list+selection+criteria&source=bl&ots=Yb3QJSrVuu&sig=U94fj_kkv2uk3RJvt_k- 6oVyU- E&hl=es&sa=X&ved=0ahUKEwjFwszv8OrTAhWEKVAKHUZjD_0Q6AEINzAC#v=onepage& q=brendels%20list%20selection% [Accessed 14 May 2017]. Roy Morgan Women, tradies and hardware shopping. [Online] Available at: http://www.roymorgan.com/findings/women-tradies-hardware- shopping- 201503162335 [Accessed 14 May 2017]. [...]


[...] III) Design a starter package for B2B business partners in India: Product, Price, Promotion. In order to establish a good partnership in B2B business on Indian market, UHU has to design some precise conditions about the way to sell its product. These conditions take part of the marketing mix which ?refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market? (The Economic Times). These conditions have a prime importance for every company which is eager to succeed and it is even more true for a market penetration strategy. [...]

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