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 Table of Contents:
Table of Figures: ..................................................................................................................................... 3
Task 1: .................................................................................................................................................... 4
Market Attractiveness: ......................................................................................................................... 4
Task 2: .................................................................................................................................................... 5
Market size: ......................................................................................................................................... 5
Buyer’s Demographics: ....................................................................................................................... 6
By region......................................................................................................................................... 6
By age ............................................................................................................................................. 7
Task 3: .................................................................................................................................................... 7
Market Strategy: .................................................................................................................................. 7
• Choosing the Right Location .................................................................................................... 7
• Licensing: ................................................................................................................................ 8
• Friendly Ambiance ................................................................................................................... 8
• Effective & Innovative Marketing ............................................................................................ 8
Task 4: .................................................................................................................................................... 8
HR Staffing Policy .............................................................................................................................. 8
• Self-selection ........................................................................................................................... 9
• Making a candidate pool: ......................................................................................................... 9
• Technical skills assessment (Profiling): .................................................................................... 9
• Making a mutual decision: ....................................................................................................... 9
• Training: .................................................................................................................................. 9
References............................................................................................................................................. 10

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 Table of Figures:

I Market Value of Indian Confectionary (Source: TechSci Research) ....................................................... 6

II Market Share by Regions (Source: TechSci Research).......................................................................... 6
III Sweet's Consumption by Age (Source: TechSci Research) .................................................................. 7

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 Task 1:

The most promising sector that comes into attention while thinking of expanding a sweets business
is Asia. If we perform further research, it can be observed that INDIA is the most favorable country
among other Asian counties for GCC company to invest and set up their business in. India, being
the fastest growing economy in the world, serves to be an attractive market for international
investors. The confectionary sector (especially sweets business) proves to be one of the most
booming sectors in the country. In 2015, it was ranked 25th across the whole world and now it has
emerged to be the most well developed and successful industry sectors of the country.

Over the recent years, the evolution of diversified dessert shops could easily be noticed in
India. With the utilization of e-commerce, the confectionary sector is growing at two times the
previous rate. The market is supposed to grow at 6.7% CAGR between 2019 till 2023. When
Indians were asked in a survey about why they think, the sweet’s industry is getting more and more
successful in their respective country, most of them responded by saying that for Indians it is an
impulsive purchase; be it for the sake of celebrating religious events or following the societal
norms of showing your affection towards your loved ones through giving them traditional sweets.

Market Attractiveness:
• Population: India is home to 18% of the world’s population. This is a clear indication of
the large consumer market India has to offer. With its population expected to grow to 475
million by the year 2030 (Pandey, 2019). Furthermore, Indians celebrate around 180 large
festivals every year and a quantum of sweets are consumed on each festival. This fact alone
shows that there is major potential for our company to make profits if they intend to expand
in the Indian confectionary sector. (Krishna, 2016)
• Culture: While considering the popularity of sweets in Indian culture, it is not wrong to say
that Indians have a huge fondness with desserts. Their fixation with sugary items can be
observed in this way that every other region of the country has hundreds of different sweets
to offer. Whether it be religious events, birth of a child or a wedding, Indians find a way to
splurge on desserts. Every happy news means traditional sweets like “Halwa”, “Laddoos”
being distributed among loved ones. Therefore, we can view their sugar fixation as a
promising opportunity for us to invest in.

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 • Economy: Despite the occurrence of several hiccups, the Indian economy is still one of the
fastest growing economies of the world. This shows that it has become quite competent in
doing business which should be an attractive factor for investors. The Indian government
has launched IIC Indian Investment Grid which is a platform that connects potential
investor to project promotors (Cayer, 2019). All these facts show that India is an attractive
choice for GCC to invest in.

Task 2:

According to Statista.com, Indian consumption volume with respect to sweets was 255.5 million
kg in 2018 and is expected to accelerate to 301.9 million kg by 2023 (Buratt, 2014). The report
further adds that in the confectionary market, average market volume per person is about 0.2 kg in
2020 (Giani, 2016). With the expansion in retail channels and the growing trend of impulsive
buying of Indian have become major sweet’s business drivers. In addition, there has been an
increasing demand for premium varieties of foreign sweets. With the above-mentioned favorable
conditions, India offers the foreign investors a promising opportunity to build and develop their
dessert businesses.

The sales in the sweet’s industry have been growing at a consistent rate of 6 to 8% in the
recent years. (Mejia, 2019) While the adult generation has become a little health-conscious, the
children and the young population still possess the same liking and fondness towards traditional
sweets. In addition to this, the success of sugar confectionary product from the DS international
group of companies, has created opportunities for international companies like GCC to enter the
Indian market.

Market size:
The graph represents the market size of confectionary industry in India. From the graph, it can be
easily interpreted that the market share is increasing continuously, and is forecasted to increase to
2.67 billion US dollars in the year 2022. (Keerthi, 2019) The Indian sweet’s sector is expected to

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record an 11% growth in the market in the next five years. (Patel, 2017) This give GCC an excellent
opportunity to launch their business in India.

I Market Value of Indian Confectionary (Source: TechSci

Research)

Buyer’s Demographics:
By region:

The graph shows the market size and share of Indian confectionary industry by region. It can be
observed that the northern and southern regions of Indian own a massive share in the sweet’s
market. Now considering Indian cities, cities like Delhi, Chennai, Mumbai and Hyderabad are the
leading sweet’s generators across the country. The production of sweets is quite aggressive but it
is also met by an increased demand and consumption.

II Market Share by Regions (Source: TechSci Research)

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By age:

The graph shows the consumption of sweets among Indian with respect to their age groups. It is
visible that while the adult generation has become a little health-conscious, the children and the
young population still possess the same liking and fondness towards traditional sweets. As their
share in the consumption of sweets is higher than the elderly consumers.

III Sweet's Consumption by Age (Source: TechSci Research)

Task 3:

Market Strategy:
With such favorable conditions, investors are eager to build and develop their businesses in the
Indian sweet’s market. However, without a good market strategy, even the most successful
business would end up in losses. Before launching our business, we need to take into consideration,
the following important factors:

• Choosing the Right Location: even if our product is of premium quality, without the
existence of a visible location, we won’t be able to target a lot of customer. So, the first
initial step is to find a good and accessible location. As the graph presented earlier in the
buyer’s demographic section indicated that the most popular region in terms of selling
traditional sweets are southern and northern parts of India. It is very important that our
company keeps this in consideration and launches its first branch in one of the most popular
Indian cities with regards to sweet’s consumption.

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 • Licensing: It is very vital to license our product in the Indian market as the trend of stealing
another company’s property is quite high among the rural and semi-urban areas of India.
People don’t pay much attention to copyright laws. (Anwar, 2010) With licensing, we
would be able to have control over our product and give our potential customers the value
of trust.
• Friendly Ambiance: Indians belong to a high context culture, meaning that they value
interpersonal relationship, friendliness and trust. Therefor, if we are thinking of starting
our business in India, it is very important that we train our staff to make our customer
comfortable so that they come back for more.
• Effective & Innovative Marketing: with the utilization of effective marketing techniques
like good advertising, sales promotions, direct marketing and by developing a good PR
team, we would be able to increase the efficiency of our business and promote it further.
These innovative marketing techniques will help us further in building one on one and
beneficial relations with our customers.

Task 4:
HR Staffing Policy

In this age of globalization, it would be beneficial if GCC follows an ethnocentric staffing

policy, meaning that we will hire a person from Saudi Arabia who will live in India (the host
country). In this way, it is easier for the company’s policies and rules as well as regulations to
be implemented to the new country i.e. India. They will make sure that the company’s
guidelines are being followed and a proper corporate culture is being maintained. Employees
who are currently working for GCC company are already experienced when it comes to
knowing the company’s work ethic and customer values.

When an organization starts an overseas operation, it is in its growth stage. Apply the
ethnocentric staffing prevents the expansion of interest into areas the company does not want
them to go and allows a consistent operation to be followed. (Raymonds, 2009)

The recruitment process while using the ethnocentric approach includes the following 4
stages:

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• Self-selection: In this, the management of the company takes into consideration, the
people they think will be suitable for working on the new business expansion overseas.
They make the decision regarding the future course of action to be carried out in the
host country.
• Making a candidate pool: For the sake of international operations, the eligible
candidate’s database is prepared.
• Technical skills assessment (Profiling): Then, from the database, the candidates which
are under consideration are evaluated on basis of the technical skills they possess.
Based on their performance in this aspect, the most suitable employee is finally selected
for running the overseas operation.
• Making a mutual decision: Lastly, after the appropriate package has been offered, the
candidate with his consent is then sent to the host country to carry out the operations
of his company effectively and is expected to maintain a uniform corporate culture in
the host country.
• Training: The essential thing to consider at this point is that the selected employee
should have basic knowledge about the host’s country culture and its language. If this
isn’t the case, he should be given appropriate training in this regard. By doing so, we
would be overcoming cultural and linguistic barriers and would be able to communicate
effectively with the locals.

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References
Anwar, F., 2010. Ways to expand your Bsuiness In India. [Online]
Available at: www.marketresearch.com
Buratt, S., 2014. Indian Confectionery Market Analysis, s.l.: s.n.
Cayer, E., 2019. Confectionary Market in India. [Online]
Available at: www.bizflent.com
Giani, A., 2016. India's Growing Sweet Industry, s.l.: s.n.
Keerthi, P., 2019. What Indian Consumers Eat and Why.
Krishna, S. R., 2016. The future of confectionary market in India.
Mejia, A. I. G., 2019. Country Profile: Confectionary in India, s.l.: s.n.
Pandey, P. l., 2019. Sweet's Growth in India, s.l.: s.n.
Patel, S. K., 2017. Unlocking the Indian Sweet Industry. [Online]
Available at: www.indianretailer.com
Raymonds, H. E., 2009. International Recruitment in a Nutshell. [Online]
Available at: www.whatishumanresource.com

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