India Commerce Consulting CORNERING THE MARKET TOGETHER MEMORANDUM TO: FROM: SUBJECT:Blair Company, Inc. - Water Purifiers for India DATE:4/21/2004 Purpose and Overview The purpose of this memorandum is to provide you with our recommended comprehensive marketing programs for your water purifier, Delight, in India. Less developed countries (LDCs), such as India, battle water contamination regularly. It is our conclusion, based on Blair's internal strengths and weaknesses and external opportunities and threats (SWOT), that Delight …showed first 75 words of 1934 total…

…showed last 75 words of 1934 total…Joint Venture - Dealers2 Regions4,000,0004 Regions8,000,000National30,000,0002 Regions4,000,0004 Regions7,000,000National40,000,000Low InvestmentUnit Rs. 300 - 400.Rely on dealers for sales force.Need JV agreement. Joint Venture - Direct Sales2 Regions4,000,0004 Regions8,000,000National30,000,0002 Regions7,200,0004 Regions14,000,000National88,000,000More controlled sales force.High annual expenses, plus commission. AcquisitionNot knownNot knownWould own company.Purchase price could be very high. Reference Kerin, R. A. and Peterson, R. A. (2001). Strategic marketing problems cases and comments. 9th Ed. Upper Saddle River: Prentice Hall.