Study On Market Penetration Strategy Of Late Mover Smartphone Companies From China For India Market

Since conventional theories of internationalization have come short of explaining the phenomenon of internationalization of firms from so-called “emerging economies” to other developing country markets of the same type,this study has focused on internationalization of the late mover firms from China to India in the arena of Smartphone industry.Taking cue from literature on late movers and new international ventures,I have carried out two substudies.Study One has followed the most popular methodology of building theories with multiple-case study,and distilled research findings about the successful set of marketing strategies from the interviews with the managers of four popular Chinese cell phone makers/brands in their entry into Indian market.After a set of qualitative data has been found supportive to the “Conceptual Framework of Successful Entry of Chinese Smartphone Companies into Indian Market” with propositions about relationships between the constructs,Study Two,an empirical study,got started.To further prove those propositions constituting the above-mentioned framework from the perspective of target market consumers,it has developed another framework.A set of questionnaire was designed to test the hypotheses about the constructs of “Framework for Formation of Indian Smartphone Consumers' Purchase Intention”.Following a pilot test,I conducted a survey among the Indian consumers,and took a process of data processing of compliance.The result of the data analysis has been found supportive to the framework of Study Two as well-by regression analysis showing positive relationship between Marketing Communication Impact and the Customer's Purchase Intention.While significance of Accessibility has also been demonstrated in this strategy framework,the result has brought to the fore the implication that companies may compete with their incumbent rivals with product and price tactics,yet more effective would be positioning strategy with customer engagement at core,hence a new insight in the market entry strategy for the late movers.This series of studies has been intended to re-establish the strategies and laws underpinning internationalization process of late movers from an emerging market into another more fragmented and price sensitive market with heated competition.The findings have basically fulfilled the purpose of the study and will assumably contribute to the body of knowledge in the International Marketing.