i

BHO 3373 INTERNATIONAL MARKETING

ASSESSMENT 3 - FINAL PROJECT

EXPANDING ‘GOLD CITY’ SHOPPING CENTRE TO INDIA

HOME COUNTRY: BAHRAIN

HOST COUNTRY: INDIA

TUTORIAL GROUP: T4 –Thursday 10.30-11.30 PM

MEMBERS NAME & VU ID: 1.Ali Haisyam (4424992)

2. Putri Ningsih (4404781)

3. Shurooq Ali Almutawa (4405625)

4. Vera Stephen (4424268)

5. Winnie (4424301)

TUTORS NAME: Ms. Samantha Liew

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Executive summary
The purpose of this report is to develop a marketing plan of expanding ‘Gold City’ jewelry
shopping center of Bahrain to India. Thus, Bahrain will be the home country and India will be
the host country. India was chosen because of the potential market they had on jewelry especially
gold. Gold plays important roles for Indians society, life, religious and culture. Based on the
research, it was found out that the case of gold or jewelry has out of stock in the store it very
common. Hence, it is a great opportunity for ‘Gold City’ to go into India market to fulfill the
shortage of gold occurred in India.

Besides, understanding consumer perception toward the product or the origin of the product is
crucial in order to avoid failing to enter the market. Thus, in this report consumer analysis was
also conducted and thus the result shows that Indians loves both domestic and imported product
of gold. Bahrain gold product has actually been known with its quality and has exported their
product to India for decades. By that, there will be no animosity (hate feeling) toward Bahrain as
India and Bahrain have good relation in political and social.

The market expansion strategy that will be adapted by ‘Gold City’ is joint ventures. It is chosen
to minimize political risk or other risk that might be the barrier for ‘Gold City’ to enter into India
market. Besides, as for ‘Gold City’ positioning, it is recommended to adopt differentiation
strategy and also targeting middle to high-income people. In other word, as India still practicing
hierarchy caste and status, ‘Gold City’ must target the higher caste. Besides, it is also
recommended to build ‘Gold City’ in New Delhi, which is capital city of India whereby it is
place that has highest GDP in India. Pricing of products will follow the price of the world price
whereas for the product will originally export from Bahrain. Moreover, ‘Gold City’ must hire an
expert of local marketer to create the advertisement to promote the jewelry shopping center.
Lastly, in the advertisement, it must be emphasized on imported made product, which is Bahrain.

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Table of Contents

Executive summary .............................................................................................................. k

1.0 Introduction.................................................................................................................... 1
2.0 Description and justification for country recommendation ............................................ 2
2.2 Political Factor ........................................................................................................................3
2.3 Social Factor ............................................................................................................................3
2.4 Technology Factor ...................................................................................................................3

3.0 Competitor Identification ............................................................................................... 4

4.0 Cultural profile ............................................................................................................... 5
4.1 Power Distance ........................................................................................................................5
4.2 Individualism vs Collectivism ..................................................................................................5
4.3 Masculinity vs Femininity........................................................................................................6
4.4 Uncertainty Avoidance ............................................................................................................6
4.5 Long-term orientation .............................................................................................................6
4. 6 Indulgence vs Restraint ..........................................................................................................7

5.0 Country of Origin, foreign and domestic consumer predispositions ............................... 8

6.0 Market segmentation, targeting marketing and positioning ......................................... 10
7.0 Market entry and expansion ......................................................................................... 11
8.0 Strategic Recommendation& Marketing Strategy ........................................................ 13
8.1 Product .................................................................................................................................. 13
8.2 Place ...................................................................................................................................... 13
8.3 Price ...................................................................................................................................... 13
8.4 Promotion.............................................................................................................................. 14

9.0 Conclusion .................................................................................................................... 14

List of References ............................................................................................................... 15
1.0 Introduction
India is one of the fastest growing countries and it is the second largest population in the world
(CIA 2015). India is chosen as the host country because India has the world highest demand for
gold (Shankar 2015). Moreover, it is quite often that the jewelry shop out of stock of gold
(Shankar 2015). By that, India is considered as a potential new market for ‘Gold City’ jewelry
shopping center to be entered. It is also believed that the expansion of the business will be a
success.

The report will explain the reason of India is chosen as the host country, the competition in the
market and the comparison of cultural profile of Bahrain and India based on Hofstede framework.
Moreover, this report will also analyzed on the consumer in which consist of country of origin,
ethnocentrism, animosity, dis-identification and also affinity. Besides that, market segmentation,
targeting and positioning of ‘Gold City’ will be discussed. Lastly, the report will discuss the
favorable market entry strategies to expand into India and will provide strategic
recommendations to senior management based on the research done.

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2.0 Description and justification for country recommendation
Bahrain is famous for its gold (CIA 2015). Gold city is a retail shopping mall, which is located in
Bahrain. There are 148 jewellery stores from branded jewellery companies located in this
shopping mall (BahrainGoldCity 2015). As India is known as the largest consumer of gold in the
world (Shankar 2015), it would be a potential market to expand Gold City into India (Quora
2013). India has imported more gold than any country in 2011, which was around 1,000 tones or
a fifth of global yearly supply (The Economist 2013).

2.1 Economy Factor

Source: Trading Economics (2015)

India is consider as third richest country in the world (World’s Richest Countries 2015).The
Gross Domestic Product (GDP) in India reached all time high in 2015, which it was worth
2066.90B$ and represents 3.33% of the world economy (Trading Economics 2015). Increment in
GDP indicates that the citizens have higher income and results in higher purchasing
power.Moreover, India is emergent into an open-market economy. This results in positive TFP
(Total-Factor Productivity) growth for Indian economy (Saha 2013).

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2.2 Political Factor
India is one of the largest democracies countries in the world and this country operates under a
federal form of government. Politician’s interests, government’s policies and ideologies of
several political parties may influence on the political environment. Therefore, multivariated
political factors willeffect on business environment in India. (Makos 2014)

2.3 Social Factor

The population in India is 1,251,695,584, which increase by 1.22%, highest age range is from 25
until 54 years old. Major religion in this country is Hindu, which is 79.8% (CIA 2015).
Population growth rate, buying habits, religion and beliefs, lifestyles and social classes may
effect on customers’ needs (Makos 2015).
In addition, society in India is considered as hierarchical society (Asia Society 2015). Caste
groups in India can be the evidence of India hierarchical society. The caste group may have
negative impact on country’s economic.Indian people like to purchase gold since gold is
considered as status symbol for themand symbolizes wealth. From their belief, a bride that
wearing 24k of gold on her wedding will be able to bring luck and happiness throughout her
married life (HubPages 2013). Besides, gold is symbolized as the Hindu Goddess Lakshmi,
which considered as highly auspicious (Wogan 2010). Moreover, gold has become part of their
culture, which is a tradition since thousands of year ago (CBS News 2012).

2.4 Technology Factor

Technology has changed on people’s lifestyle (Gad 2012). According to Kaul (2015), there is a
rapid growth in India’s technology sectors and 81% of the Indian population has access tomobile
phone. E-commerce sector is part of the technology improvement, which has increased by 72%
in India (Ahn, Ryu& Han 2004). Besides, there is a lot of improvement in India’s infrastructure
such as internet-ready devices, logistics, and broadband, which cause to an increment in the
number of online purchasing. Thus, the growth in shopping mall sector is having a slowdown
(Brand Equity 2015). The support of technology is very crucial in operating the businesses in
order to maximize the efficiency and effectiveness during the business processing. However,
adopting the high technology can solve the problem of slowdown growth in shopping mall sector.

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3.0 Competitor Identification
India, the country that buries itself in Gold, it is a must for them to havegold in any kind of
festivals and celebrations. In economic times of India section, it is stated that ‘there are six of
major industries that controls India’s Gold’ (Srinivas 2013). Three of the main industries are
Malabar Gold and Diamonds, Rajesh Exports and SencoGoldJewellers. Therefore, it will be a
challenge for new Gold Company to expand their market in India.

When entering into a country like India, Gold City has to predict the risk ahead. Besides that, it
is important to do market and consumer analysis before expanding Gold city into India. Gold city
will be a new and unique of selling kinds for India market, which will be consider as the
advantage of Gold City (BahrainGoldCity 2015). As strong as India Gold industry, many people
know that Bahrain Gold carry more value compare to others since Bahrain gold is being
extracted by their own, which results in better quality of gold.

According to Wood (2008), most gold in India is not extracted by their own which results in gold
in India is not as valuable as Bahrain gold. Since price of gold in India keep increasing, it will be
an opportunity for Gold city to enter into India market as a new gold supplier. Moreover, it will
be an advantage for Gold city since the concept of Gold city will be different with other
shopping mall in India. Besides that, since there is high level of curiosity towards new things,
India citizens would like to look for the qualities and differences as well.

There is also another competitive advantage for Bahrain due to their Bahrain exchange rate wins
over India’s (The Economic Times 2013).Bahrain’s exchange rate has been constant over the
past years, while India’s money exchange rate has been in high fluctuations. Meaning Bahrain
will actually make more profits out of every ounce of Gold sold in Indian market, since they will
not have much trouble or problem over the buying power of dollars in exchange matters of Gold.

Based on the latest new updates on Gold in India, it is shows that price of gold may go down by
Rs20,500, which is a downfall from 5 years ago (PRI 2015). From these researches, it is found
that it will be a good opportunity for a company like Gold City in order to enter and expand their
market into India market.

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4.0 Cultural profile
The culture of India slightly different from Bahrain in specific areas based on Hofstede’s cultural
dimensions by comparing India to a gulf country.

4.1 Power Distance

Bahrain power distance (95) is higher than India (77), but India is still considered as high of
power distance (Hofsteden.d.). Both countries have a high hierarchy when it comes to leadership
or job positions; a leader is respected and depended on laying the rules. Un-equal rights and roles
are accepted in both countries (LeFebvre 2011). Business is always formal, first names are not
the norm and employees are expected to followspecific rules (Attwaijri&Almuhaiza 1996). High
power individuals will make purchasing decisions either in families or workplace.

4.2 Individualism vs Collectivism

India scored 49 in individualism shows that Indians valuing individual grow and wealth,
however they also place an importance of family and team work in business (Hofstede n.d.).As
for Bahrain, a lower score of 25 explains their collectivist nature in which reflects on their
business relationship (Hofstede n.d.). Moreover, business relationship will affect hiring and
promoting employees by family relation and strong relations with employer or networks
(Attwaijri&Almuhaiza 1996). Thus, individualism and collectivism might be one of the factors
that can affect consumer-purchasing decision.

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4.3 Masculinity vs Femininity
Besides, India scored 54 in masculinity and it reflects the important of the success and
achievement (Hofstede n.d). Hence, Indians people works is an important activity for material
gains and also achieves their goals (LeFebvre 201). Otherwise, Bahrain scored 50 whereas it can
be considered Bahrain is in between masculinity and femininity (Hofstede n.d). Thus, Bahrain
people tend to have to achieve their goals however, they also concern about their quality of life
(Attwaijri&Almuhaiza 1996). Hence, this may reflect on the marketing strategy whereby
masculinity countries will usually attracted by luxurious thing that show their status. By that, it is
a good opportunity for ‘Gold City’ as it reflects their cultural profile.

4.4 Uncertainty Avoidance

A significant difference lays in uncertainty avoidance, India scores 40 for uncertainty avoidance
which indicates that Indians focus on the present moment (LeFebvre 2011). By contrast, Bahrain
scores 80 in uncertainty avoidance (Hofstede n.d). Bahrain people tend to have plan, rule and
guidance for a better future on the life and thus they are incapable of working towards a blurred
future (Attwaijri&Almuhaiza 1996).

4.5 Long-term orientation

India scored 51 for long-term orientation and hence it can be said that they encourage thrift in
modern education for their future (Hofstede n.d.). India’s long-term orientation can be related to
gold in term of investment and precaution for financial (Boopathi 2014). By contrast, Bahrain
scored low in this dimension, which is 36 (Hofstede n.d.). Hence, Bahrain adapts a short-term
orientation in which they focus on their short term goals without concerning so much on their
long-term orientation (Attwaijri&Almuhaiza 1996).

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4. 6 Indulgence vs Restraint
Besides, India scored 26 for this indulgence dimension (Hofstede n.d.). Thus, the scored of India
reflected that India protected their culture and restrained to change of the country social norms
(Boopathi 2014). By contrast, Bahrain scored 51 for indulgence dimension (Hofstede n.d.).
Hence, it means that Bahrain culture is more open toward other culture and they earned money to
have enjoyable time for their life (Attwaijri&Almuhaiza 1996).

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5.0 Country of Origin, foreign and domestic consumer predispositions
Bahrain is famous for its natural resources such as aluminum, gold and fuel (CIA 2015). Thus,
natural resources imported from Bahrain are cognitively related to high quality (UK Trade &
Investment 2015). Bahrain government hasimplemented a standard of gold products in the
country and it is crucial to meet the requirement domestically and internationally (Kingdom of
Bahrain n.d). Bahrain is known with its improvement and quality of gold they have (Kingdom of
Bahrain n.d). Therefore, it is considered as the country of origin effect of Bahrain in which
insisting in quality of gold products they produce.

Besides, marketers must analyze the effect of consumer ethnocentrism, animosity,

disidentification and affinity before starting business in the host country. Consumer
ethnocentrism occurred in India based on demographic and status (Jain & Jain 2013). Older
people tend to be more ethnocentrism whereby they prefer to purchase domestic product whereas
younger generation favor foreign products (Jain & Jain 2013). By contrast, as Indian people tend
to insist on the hierarchy or status in the society, the higher hierarchy consumers will choose
foreign brand to reflect their status (Bawa 2004). Thus, Indian is considered as moderate
ethnocentrism (Jain & Jain 2013).

According to Papadopoulos, Hamzaoui-Essoussi and Rojas-Mendes (2010), India has a strong

animosity toward Middle East country, especially Pakistan. This animosity has passed from
generation to generation especially in their history and religion of both countries (BBC news
2001). Nevertheless, although Bahrain is part of Middle East, India did not have animosity
toward Bahrain. Furthermore, India and Bahrain have a good relation in cultural, politics and
trading (Bahrain Authority for Culture &Antiquties 2014). Thus, it can be said that there will be
no animosity occurred between India and Bahrain as they had a good relation.

Besides, consumer disidentification occurred in India when India government started to open
their market to the world in the late of 1980s (Parameswaran 2014). India Government is still
practicing neoliberalism in which they encourage foreign investor to invest in their country
(Bhunia 2013). The purpose of adapting neoliberalism is to solve the unemployment issue and
technology transfer (Martinez & Garcia n.d). Thus, India is country that successfully adapts

8
neoliberalism and result in fast growth afterwards (Ahmed 2009). Nevertheless, although India is
a developing country, there are still classes and caste practices occur in India (Ahmed 2009). The
lower the caste, the more uneducated and poor it will be (Ahmed 2009). Hence, this can be
classified as customer disidentification for the lower caste of India. Therefore, marketers must
consider the disidentificationeffect.

Furthermore, Bahrain has actually exported gold to India for decades (World Gold Council 2015).
According to Bundhun (2013), Gold is an important object that it is used by Indian for the
purpose of religious, cultural life and also social. Moreover, gold is also representing investment
and wedding in India (Kamat 2015). Thus, India is the world highest demands country for gold
(Press Trust of India 2015). India demands for both imported and domestic produce gold
(Rahman 2014). Hence, this can be classified as the effect of consumer affinity of India toward
gold imported from Bahrain.

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6.0 Market segmentation, targeting marketing and positioning
Gold is symbolized as wealth in India. Many Indians purchase gold in order to increase their
social status. Hence, it is recommended to concentrate on middle to high income people or
higher caste of people as their potential target market. Since gold that will be offered is high
quality, Gold City will be positioned as high class of shopping mall.

Middle and high income people or higher caste of people will have higher purchasing power on
gold with the intention of increasing their social status in the public. Gold city will be expanding
in New Delhi, India. Besides New Delhi is the capital city of India, this city is the highest of per
capita income in India as well (Diligent Media Corporation 2013). Moreover, it shows that there
is the increment by 13.5% in per capita income during 2014-2015 (The Times of India 2015).
Based on the research, it is stated that spending power of people in New Delhi keeps increasing,
especially on luxury products (The Economic Times 2013). It would be a suitable place for Gold
city to expand into this city.

Understanding the media consumption of India citizens is very crucial in order to develop the
most suitable types of media to be used (White et. al. n.d.). It is reported that there is increment
on print media consumption in India, which is by 7% increment (Warc 2015). Based on this
information, it will be beneficial for Gold city to advertise their shopping mall using print media
to gain India citizens awareness. Besides, the rapid growth of the technology, social media is also
can be used as one of communication tools due to the large number of Internet usage in India.
Moreover, social media advertisement is low cost. Therefore, Gold City will use print media and
social media as their communication tools.

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7.0 Market entry and expansion
As ‘Gold City’ originates solely from Bahrain, two ways of market entry can be efficient; one is
forming a joint venture with a shared ownership between Bahraini gold makers and Indian gold
dealers. This will allow ‘Gold City’ to expand in a new country and widens its customer base,
with a shared risk with the venture partners which have a greater knowledge of India’s rules and
regulations (Johnson &Tellis 2008). Exporting is a must due to Bahraini gold being extracted
from Bahrain, which in the case of a joint venture will be easier due to having access to more
local connections and expertise.

Licensing and franchising is another market entry method that can be used for a successful ‘Gold
City’ expansion (Agarwal&Ramaswami 1992). Bahrain will grant India the right to use its
advanced technologies in designing the gold and crafting the jewelleries in return of payment.
The crafting machines used in Bahrain can be exported to India along with granting the Indian
gold dealers the access to all the intellectual property used in Bahrain, to have standard gold
designs and quality (Johnson &Tellis 2008). However, franchising and licensing can take a long
time to be fully operating (Agarwal&Ramaswami 1992).

Since India is a huge country that is spread out with many different cultures and norms, the
expansion plan will require more time, money and understanding the diversification of the
market. As Gold City has been in the industry of Gold in Bahrain for a long time
(BahrainGoldCity 2015), getting into India’s strong market will be a challenge. Therefore,
country diversification and market concentration must be adapted as the strategic plan. Besides
India is a low cost country expanding into Indian market, it can be considered as an advantages
for Gold city.

One of the main challenges that Gold City will face during expansion is while expanding into the
other parts of India since there are various cultures and religions. Different cultures may effect
on different taste and value of people.However, struggle in understanding the culture can be
easily overcome by doing joint ventures. Most of its struggles against the entering of the new
market and will be well handled and expansion plan will run smoothly and effectively due to the

11
above-mentioned reasons. Therefore, it is recommended to use joint ventures as marketing
expansion strategy for this project.

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8.0 Strategic Recommendation& Marketing Strategy
8.1 Product
‘Gold city’ is a shopping centerthat consists of 148 branded jewellery stores (BahrainGoldCity
2015). Thus, this shopping centre is offering a high quality product and design of the product in
the store (BahrainGoldCity 2015). The varieties of gold and jewellery designed and imported
from Bahrain which known which the quality may have its own unique selling point (Jain & Jain
2013).Bahrain and India has be a trading partner for decade for exporting gold from Bahrain. By
that, it can be concluded that it is consumer affinity effect toward Bahrain made product of
jewellery. Besides, as for consumer animosity, the marketers have no worry since Bahrain and
India have good relation among each other. Hence, based on the research it was also found that
higher hierarchy people tend to purchase imported products to show off their status in the public
(Bawa 2004).

8.2 Place
Based on the analysis above, it is recommended for ‘Gold City’ shopping center to be expand in
New Delhi. New Delhi was chosen because of it has highest GDP in India (Diligent Media
Corporation 2013). Besides, due to the adoption of differentiation strategy, ‘Gold City’ in New
Delhi will be reflected as a high class place which suit their lifestyle. As for the product
distribution, it will be directly imported from Bahrain. Any logistic from Bahrain to India will be
by the joint venture partners of ‘Gold City’. Nevertheless, marketer must still take the effect of
consumer ethnocentrism into consideration.
8.3 Price
Positioning strategy that should be adapted by ‘Gold City’ is differentiation strategy.
Differentiation is chosen because the product will be exported from Bahrain and insisting on
their quality and design they offer in the shopping malls.Nevertheless,the price of the product of
gold that will be sold in ‘Gold City’ is determined by the world gold price (GoldCore 2015).
Hence, the price of the gold will always fluctuate every day and seldom to stay the same.
However, ‘Gold City’ jewellery stores may always charge slightly higher than the competitor
price to emphasize on the designed and imported product from Bahrain.

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8.4 Promotion
In the promotion strategy, marketer will hire an expertise of local marketer to help them to
promote ‘Gold City’. This strategy is chosen to avoid fatal insulting of consumer as foreigner
might not fully understand the consumer in the host country. Besides, the marketer must
emphasize on the products that ‘Gold City’ offered, ‘made in Bahrain’ for the advertising.
Moreover, the marketer will not face any of consumer ethnocentrism, as the location of the
shopping mall will be located in New Delhi, which has the highest GDP compared to other states
in India (Diligent Media Corporation 2013). High GDP mean higher status of hierarchy
consumer would live in New Delhi.Lastly, consumer affinity will bring a good effect for ‘Gold
City’ shopping mall as gold play important roles for Indians’ life. Therefore, marketers must
highlight ‘made in’ for their promotional strategy and also show on affection on gold in which
might have maximize effect on the advertising.

9.0 Conclusion
In conclusion, expanding ‘Gold City’ to New Delhi, India will be a great opportunity. Based on
the analysis above, it shows that there is a potential market for ‘Gold City’ to enter into India.
Thus, based on the research, it was found out that higher status or hierarchy consumer have an
affinity toward the imported jewellery product. Nevertheless, cultural differences and regulations
of home and host country must be taken into consideration before expanding the business. Hence,
Market entry strategy that suite this project is joint venture. Moreover, it is believed that by set
up ‘Gold City’ shopping centre, it may also help the shortage of gold in India. Therefore, the
business of ‘Gold City’ in India may run smoothly and successfully.

(Word count: 3059 words)

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