A competitive business strategy development for market expansion in India : A tool for identifying business opportunities for Nilörn Group AB

Abstract: The Branding Solution & Designing Industry has been seemingly proliferating with the growth inthe Apparel and fashion industry, predominantly. With economic development there has been anincrease in the private consumption and growth in GDP; as the demand from the fashion andready-to-wear industry has increased significantly.Both the global and European markets for branding and design are growing. Brands owners areincreasing their investments in measures intended to contribute to strengthening their brands, inwhich labels, packaging and accessories are important elements.Nilörngruppen is a company in this industry offering complete solutions in branding, design,product development and logistics on a global basis with a clear focus on offering customeruniquesolutions that create added value.To compete for the big branding and design jobs and increase the company business volume it isnecessary to be close to the customers. Developments necessitate Nilörngruppen being present inthe countries where its customers have increased its manufacturing base. This caters the need tomake an entry into new markets through a network of strategic partners. This has motivatedNilörngruppen to establish its part-owned subsidiary as Nilörn India with its own sales andlogistics base.This portrays the need of Nilörngruppen to develop its market through continued optimization ofits business structure and improve return on investments in India. The aim of this thesis report is tomake a Business Strategy development for Nilörn India for its expected market expansion in theIndian market.