New Balance Global Market Entry

This project involved developing a theoretical market entry strategy for New Balance to enter the Indian shoe market, as part of a collaborative upper division marketing course. My role focused specifically on the economic and social components of the PESTEL analysis, assessing factors like India's economic development, income distribution, social mobility, and consumer behaviors. Additionally, I contributed to the competitive analysis research to inform go-to-market and positioning recommendations tailored to resonate in the Indian market. The goal was to provide New Balance with an informed market entry strategy focused on implementation details and successfully competing with entrenched players like Nike and Adidas. My economic and social PESTEL research and competitive analysis synthesis provided insights into the Indian consumer that informed our overall recommendations for product offerings, pricing, distribution channels, and messaging strategies customized for this complex and emerging market. This project allowed me to apply global marketing concepts to strategize a theoretical market entry plan for an iconic brand entering a new region.