Market study - Sales management and negotiation techniques: UHU in India

Résumé du document

The UHU company has been founded in 1932, when its founder, August Fischer discovered "the formula for the first ready-to-use, crystal-clear synthetic resin adhesive in the world" (UHU, 2017). Since its foundation, UHU has remained being the leader in the adhesives sector throughout Europe and was even used as a byword for adhesives by a few countries, especially Germany and Austria.
Nowadays, the UHU range meets the needs of "all users, in all areas of application, from schools, offices, crafts and hobbies to DIY, manual work and industries".

Extraits

[...] Market study - Sales management and negotiation techniques: UHU in India Executive Summary 1. Company Profile Overview Employees & Sales Management and Organizational Structure Target Consumer Profile Mission Statement Market Analysis: India Strategic Options Sales Strategy Case study questions 11 References 18 Company Profile 1 Overview The UHU company has been founded in 1932, when its founder, August Fischer discovered formula for the first ready-to-use, crystal-clear synthetic resin adhesive in the world” (UHU, 2017). Since its foundation, UHU has remained being the leader in the adhesives sector throughout Europe and was even used as a byword[1] for adhesives by a few countries, especially Germany and Austria. [...]

[...] The way that products are presented to the target audience is critical (even more in case of market entry). It will define how the products the brand and the company are viewed by the population. If a part will be take in charge by the local partner, some of these elements are managed by UHU itself as the advertisement. Indeed, it is too important to be made without the control of the firm. Thus, there is some critical aspects to manage in order to establish a proper business partnership. [...]

[...] Byword: a person or thing cited as a notable and outstanding example or embodiment of something (Oxford Dictionaries) Do-It-Yourself A British pharmaceutical company that has merged with the SmithKline Beckman company into GlaxoSmithKline, a famous pharmaceutical company nowadays. Management buyout: a transaction where a company's management team purchases the assets and operations of the business they manage. (Investopedia) The Compound Annual Growth Rate (CAGR) is the mean annual growth rate of an investment over a specified period of time longer than one year. [...]

[...] Moreover, the company puts an emphasis on modern production know-how, advanced logistics systems, in-house innovative product development and smart adverting in different media and its sales strategy is built around these. Case study questions Describe the Macro-Environment and its impact on a potential Market Entry on UHU´s business in India. Political Corruption in India reduces the competition, since it increases the costs of doing business and adds the problem of regulatory uncertainty. Foreign direct investment has maintained low since 2010 compared to other economies such as China and Russia. India has a federal government, which means that, elections are taken by the end of the term. [...]

[...] Studies reveal that macroeconomic factors such as low per capita consumption and increasing disposable income are becoming the essence of Indian adhesives market's growth. The following major competitors divide the Indian market: 1. Pidilite, a domestic company that dominates the Indian market with over 60% market share. (India Business Report, s.d.) 2. Henkel 3. Sika 4. And other multinationals such as: o 3M o Huntsman o HB Fuller o Bostik The adhesives' market is divided into the following market segments: 1. Packaging 2. Applications in building 3. [...]