New market entry strategy for a kitchen appliances company

Abstract

For a leading company in the kitchen appliances segment we analyzed the following questions: * Should the company enter the household goods segment? * Which product lines should the company consider for expansion and how will it execute its strategy?. Objectives and scope:- As part of the company’s long-term strategic plan, the company is evaluating options to expand its business lines from “kitchen” to “household” appliances. Scope of Analysis: * Indian household appliance industry overview * Product line extension options & competitive landscape * Customer behavior survey & results * Pilot program – Karnataka * Recommendations