Presentation on the market entry strategy for an educational software company into West Bengal in India.

1. Global Grid for Learning
Group Members:
Cara Kennedy 59212201
David Fox 59211546
Charles -Michael Okonji 59211838
Rob Elliffe 59212649
Fergus Redican 59213370

2. Presentation Agenda

3. West Bengal
• Population – 80m +
• Established in 1960
• Capital - Kolkata
• Third largest Indian economy
• Agriculture leading occupation
• Services sector largest GDP contributor (51%)

4. ICT Infrastructure
• Improving infrastructure in both rural and
urban areas.
• Stumbling point with regards to ICT is
affordability.
• See’s over 70% of its population in its rural
areas
• Different ICT infrastructure and usage
between its urban and rural parts

5. ICT Infrastructure
• Broadband growth in India has already grown
from 0.18m in 2005 to nearly 8m at the end of
2009
• Major investment schemes are being
implemented to improve the population’s
access to ICT

6. Literacy Rate
•Population of 87
million
•Literacy rate of
69.2%
•Educated mainly
through English or
Bengali
•Competitive
advantage for
West Bengal as a
region

7. Education in West Bengal

8. Education
• 67,107 Primary Schools
• 2,985 Secondary Schools
• 8,640 Higher Secondary Schools

9. Primary and Secondary
Enrolment Rates
• 93.4% aged (6-14) were enrolled in school
• Gross enrolment rate in secondary school of 47%
• Secondary enrolment rates low due to the lack of
supply
• Demand is
• Partially via increase of private schooling
• Lucrative level of education
to acquire

10. Private Education
• In West Bengal:
• Parents of West Bengal primary students
forced to seek out private tutors
• Extremely costly
• Middle Class population Good market to
tap into

11. Publishing Market

12. Traditional Publishing
• High newsprint consumption
– In 2007, 99 million newspapers were consumed
• Regions newsprint industry
– West Bengal has over 560 published newspapers. About 430 are in Bengali.
• Indian Newspaper Society (INS)
– Plays a major role in protecting and promoting the freedom of press in the
country
– They communicate with the government any problems related to the
newspaper industry

13. Traditional Publishing II
• Kolkata Book Fair
– Major publishers in attendance include Cambridge University Press and
Springer Verlag
– Hugely important in marketing West Bengal as a publishing centre of
excellence
• Publishing Statistics
– Publishing in 24 regional languages to meet the local needs of the population.
– 15,000 registered publishers
– 70,000 titles published annually
• Demand for imported books

14. E-Publishing
• Low circulation of traditional journals
– Poor distribution to general public
– Limited visibility
• Main E-Journal publishers
– Research institutions/societies
– Journal editors tend to be full time academics
• Traditional publisher involvement
– Internet the chosen medium for e-publishing
• Impact of E-Publishing
– Increase in visibility and reach of publications in developing regions

15. Porter’s Five Forces

16. Porter’s 5 Forces Indian
Education Companies

17. Strengths, Opportunities
and Threats for GGFL

18. Strengths

19. Opportunities

20. Threats

21. Strategic Options for GGFL

22. Target Market
• K-12 is India’s core education market
– Highest enrolment rate
– High level of investment from both private and public entities
• Address the needs of India’s youth by tapping into the
middle class to spend on education
• E – learning models are likely to target the upper
segment of India’s student population
– Private schools
– Public schools

23. Direct or Indirect?

24. Joint Venture
• Most preferred form of corporate entities for doing business in India.
• Joint Venture may entail the following advantages for a foreign
investor:
– Established distribution/ marketing set up of the Indian partner
– Financial resource of the Indian partners
– Established contacts of the Indian partners

25. Market Entry Strategy:
Implementation

26. Partnership options

27. Why Everonn

28. Product

29. Product Life Cycle

30. Content Integration
Content Relevance Content Partners

31. Price

32. Place
• Initial Target - Main Urban Cities
– Kolkata, Siliguri
• Urban v Rural Focus
– Everonn are mainly established in urban areas
– Superior Infrastructure In Urban Areas
• ICT
• Broadband connectivity
• K12 Market
– High enrolment rates
– GGFL content is particularly suited to K12 demographic

33. Promotion
• Gap between Product Offering / Customer
Priorities?
- Superior GGFL content quantity & quality
• Current Sales Force Capabilities
– Everonn sales team: Local Culture and Business Knowledge
– Augment Everonn sales staff with GGFL own staff
• Aid the selling process to schools
• Emphasise GGFL / School Curriculum fit

34. GGFL’s Strategic
Plan for West Bengal

35. GGFL’s Strategic
Plan for West Bengal

36. Conclusion
• Large scale education market
• Infrastructure challenges / urban rural divide
• K12 market potential
• Joint Venture with Everonn, Indirect sales
channel
• Portal Services (Education Edition)
• Expansion to private schools / future new
revenue streams

37. References
• Rao, Siriginidi.. (2009). Role of ICTS in India Rural
Communities. The Journal of Community Informatics,. Vol 5
(1) Available:
http://www.ci-journal.net/index.php/ciej/article/view/313/429
Last accessed 5 April 2010
• Chakraborty, Tanika. Kapur, Shilpi . (2009). Evidence from a
policy experiment in India. . Available:
http://www.isid.ac.in/~pu/conference/dec_08_conf/Papers/ShilpiK
. Last accessed 5 April 2010.
• Kingdon, G. (March 2007). The progress of school education in
India. Available: /www.gprg.org. Last accessed 5 April 2010.

38. • Allied Publishers. (2010). Mission.
Available:http://alliedpublishers.com/AboutUs.aspx.
Last accessed 27 April 2010.
• Execution Noble. (2010). Everonn Education. Execution Noble.
• INS. (2003). Functions of INS.
Available:http://www.indiannewspapersociety.org/functions.htm.
Last accessed 26 April 2010.
• Khatri, N. (2006). E-Journal Publishing in India: A Case Study of Indian
Statistical Institute Publication: Sankhya. The Indian Journal of Statistics.

39. • Kolkata Book Fair. (2009). Kolkata Book Fair 2010.
Available:http://www.kolkatabookfaironline.com.
Last accessed 26 April 2010.
• RNI. (2010). Office of the Registrar of Newspapers for India.
Available: https://rni.nic.in/pii.htm.
Last accessed 19 April 2010.

40. • Sahu, DK (2006) Journal publishing in India: a case study of
MedKnow Publications.. National Seminar on Electronic
Publications. Hyderabad, India.
• WAN. (2008). World Press Trends: Newspapers Are A Growth
Business. Available: http://www.wan-
press.org/article17377.html.
Last accessed 27 April 2010.

41. • CLSA (2008) CLSA report on India education sector Mar 2008. available
from
http://www.scribd.com/doc/5222959/CLSA-report-on-India-education-sector-M
[Date accessed: 14 april 2010]
• GESCI (2008) National Policy on ICT in School Education. Available
from <http://www.csdms.in/gesci/> [date accessed: 24 April 2010]
• NPTEL (2010) National Programme on technology enhanced learning.
Available from <http://nptel.iitm.ac.in/> [date accessed: 21 April
2010]
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