Application Question
Medium difficulty • Concept in a practical situation
Question 1
Applied ConceptMr. Sudhir Manchanda, a small manufacturer of automobile components in Gurgaon, wants to enter international markets. His son suggests setting up a factory in Bangkok, while his friend recommends routing exports through export houses. With reference to the modes of entry into international business, advise Mr. Manchanda on the most suitable option.
- For a first-time entrant like Mr. Manchanda with an investment of Rs. 9.2 million, indirect exporting through export houses is the most appropriate initial mode — it requires no foreign investment, involves minimal complexity, and lets him test international markets without significant financial risk.
- Setting up a wholly owned subsidiary in Bangkok, as suggested by his son, requires 100 percent equity investment and full operational control, which is capital-intensive and not suitable for a small manufacturer unfamiliar with foreign business environments, legal systems, and market conditions.
- Mr. Manchanda could consider a phased approach — starting with indirect exports through export houses to build experience and market knowledge, then transitioning to direct exporting, and eventually considering joint ventures or a subsidiary in Bangkok once he has sufficient resources and international business experience.