A market entry strategy for HyperWash's hand-powered washing machine targeting low-income households in Gujarat

This master thesis concerns the design of a market entry strategy for a hand-powered washing machine by startup HyperWash in the state of Gujarat, India. This product is to offer an affordable alternative to the backbreaking and lengthy current manual laundry practice of many low-income Gujarati housewives. By doing so it fills the gap that the products for machined and manual laundering leave open. This graduation project works the ground for turning a market opportunity into a viable strategy, and aims strategize how to bring the hand-powered washing machine to market successfully. It focuses on determining a fitting target audience, the best way to position the product and how to get it sold. Ultimately, this knowledge is combined in an operational plan to launch the product in Gujarat.

Subject

market entry strategy
launch strategy
HyperWash
washing machine
hand-powered washing machine
India
Gujarat
strategic product design
base of the pyramid

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master thesis

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