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Authors:
Nitin Gupta (Institute of Management Technology - Hyderabad)
Published in:
2018
Version:
26-Feb-2018
Revision date:
20-Mar-2018
Length:
14 pages
Data source:
Published sources

Abstract

Shiwani Pal (Shiwani), CEO of Pal Cosmetics (PC), a leading manufacturer and seller of herbal cosmetic products for women, wanted to expand her business to other countries beyond India. PC wanted to enter multiple countries within a short duration of time by entering into a multinational market region (MMR) in emerging / developing markets. For the first five to seven years, complete concentration of PC’s international venture would be on this MMR. Hence, it had to be selected with utmost care and consideration. Using various criteria relevant for her business, Shiwani was attempting to select the MMR, which would be the most viable option for her.

Topics

International marketing; International business; International trade; Multinational market region; SAARC (South Asian Association for Regional Co-operation); ASEAN (Association of Southeast Asian Nations); GAFTA (Greater Arab Free Trade Area); ECOWAS (Economic Community of West African States); EAC (East African Community); SADC (Southern African Development Community); Mercosur (Mercado Comun del Sur); The Andean Community; CARICOM (Caribbean Community)

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