The world of Renova: internationalization plan to India

Abstract

This paper studies the viability of Renova’s internationalization to India. Its initial chapters include an analysis of the country, the Tissue & Hygiene industry and the company, as well as a section dedicated to the entry mode, in which an entry mode framework was created. Based on this tool, it was discovered that Renova should enter in India by direct export. Moreover, from the chapter on marketing strategy it was concluded that Renova should first export toilet paper, facial tissues, and napkins from its Red Label line, pursuing a premium positioning in the market. The products should be distributed first in Mumbai, through More’s retail chain and the wholesalers Metro and Walmart. Finally, despite India’s inherent risks and the industry’s challenges, a financial analysis suggests that this internationalization is viable (NPV = 215.565,66€) and worth to be followed.