Home Security Systems (HSS) and Chennai, India Essay

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Product Launch Plan - Channel and Pricing Home Security Systems (HSS) is working on becoming part of Chennai, India by implementing a new security system. To do this HSS must justify the international market choice by giving Chennai an idea of how HSS will establish the company. HSS needs to determine the factors influencing the current market such as trends, size of market, growth rate, and profitability. The appropriate channel HSS chose is in the apartment complexes and justify this because of the growth in Chennai. Price also needs to be set in a reasonable range for the citizens to want to choose HSS security options. The environmental factors for launching HSS products in India are: the government, governing bodies, the economy, …show more content…
“The Deccan Chronicle reported an increase in robbery in Chennai from 1,144 in 2009 to 1,817 in 2010” (The Deccan Chronicle, 2011, para. 3). “The police to the people sanctioning ratio are 1:350; however, the current ratio is 1:387” (Tamil Nadu Police, 2011, p. 13). With a growing population, increasing crime rate and low police to the people ratio; Chennai is the potential market for HSS’s global expansion.
“In Secretary of States Hillary Clinton's recent visit to India, Hillary describes Tamil Nadu as one of the most industrialized and educated states willing to enable India to lead the Asia-Pacific region” (Times of India, 2011, para. 3). The city of Chennai in Tamil Nadu, India has the potential population and future growth to support the product launch.
Influencing Factors
Market Trends
“Marketers are in the size and growth rate of the population in different cities, regions, and nations; age distribution and ethnic mix; educational levels; household patterns; and regional characteristics and movements” (Kotler & Keller, 2006, p. 54). As mentioned earlier the forecasted growth in Chennai has prompted several developers to build apartment complexes to support housing needs of mid-level professionals. HSS has identified this new trend in new apartment complexes. Size of the market
HSS strategy is to begin the alarm system offering to new apartment complexes first. “A growing population does not mean growing markets unless these

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