Suppose you are the owner of a successful electric-powered, environment-friendly scooter company and plan to launch your product in India. Pick either the cost leadership or differentiation strategy and explain how you bring the scooter to India. Will you have to alter the design at all? What difficulties could the Indian market pose, and how will your strategic plan deal with them?
What will be an ideal response?
Some arguments for cost leadership:
? While India is a growing economy, cars, motorcycles, and scooters are still a luxury for many.
? Cost leadership should be defined as offering the best mileage, comfort, and speed at a price that middle class Indians can afford.
Some arguments for differentiation:
? Environmentally friendly aspect of the scooter.
? Speed and agility in moving through city traffic.
? Battery charge able to last for multiple days or a long distance (400 km).
One challenge that the company has to analyze is the unreliability of electricity in India, where brownouts are typical in the major cities like New Delhi or Mumbai. Another challenge is identifying the right price and target customer groups to make sure that the company doesn’t exhaust its new market.
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