Schindler's Market Expansion Strategy in India: Best Practices in Strategic Marketing Management

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Schindler's Market Expansion Strategy in India: Best Practices in Strategic Marketing Management Executive Summary The many challenges that Schindler Group faces in getting their international expansion strategy to succeed are multifaceted in scope and reflect how challenging international marketing can be. Exacerbating their challenges is the need for creating a reliable supply chain throughout India while also relying on their internal suppliers who are the production centers located throughout Europe. In global marketing and new business development initiatives and strategies involving complex products, the stability and financial predictability of the supply chain is often the deciding factor in the success of the initiative (Reichhart, Holweg, 2007). For Schindler and their initial effort to launch a new subsidiary in India to offer a low-cost, non-customizable elevator would challenge the company's assumptions not only about this manufacturing strategy but about their cultural fit with India as well. This effort in 1996 to expand their low-end elevator business into India became a training ground for learning how to synchronize their supply chains, massive internal accounting, financial management, marketing, production and customer service organizations to penetrate new markets., The company was in for a major culture shock as well, as the Swiss and Indian cultures are significantly different, as is shown in the analysis of their cultural dimensions shown in

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