The influence of competitive landscape on market attractiveness and FDI entry mode: a case study of Datalogic in India.

The process of entering or expanding operations in a foreign emerging market is complex and characterised by both opportunities and challenges. These are driven by the variability of the market itself, the distances between the home and host markets, and consequently the lack of knowledge of the interested companies. The objective of this thesis is to analyse the attractiveness of the Indian market and the influence that the competitive landscape has on it. It begins with the evaluation of the macro-environmental aspects, utilising PESTEL and CAGE Distance framework analyses. Then it presents a detailed case study of Datalogic's competitors in the factory automation sector, evaluating their geographical and strategic positioning. The analysis reveals a dual reality: on one hand, there is significant growth potential, driven by the 'Make in India' initiative and low automation density; on the other hand, this potential is limited by administrative obstacles, cultural differences and a complex competitive landscape. The findings are concluded with considerations for FDI that take into account India's regionally concentrated industrial base.