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                                         EXECUTIVE SUMMARY The report critically evaluates the internalization of Superdrug into India, using Ansoff matrix and Porters diamond, the  reasons for choosing the new geographical region and strategic choices available for the parent company was justified, it is recommended that a full entry mode (Acquisition) should be used by the company to enter the foreign market using the Resource based view model as guide. Possible problems associated with the subsidiary was evaluated with solutio INTRODUCTION Superdrug which joined the AS Watson group in October 2002 was founded in 1964. The Goldstein family grew the business from just a store before selling the business to Kingfisher in 1987. One of the earliest and major expansion experienced was in 1988 when the Tip Top chain was acquired. As at 1989, the company’s stores have i...

According to Mehta(2009), one of the largest and fastest growing market is India and franchising has been successful for many year(WWL,2009). Meldonson and Bynoe(1995) noted that franchise business is a key feature because franchisee is committed by the business. Most of the foreign companies prefer franchising since India is vast and cultural diverse market. Compared to other part of the world, in India there is no need for franchisee-specific legislation (WWL,2009).Although some of the rules has to follow the foreign companies .For example, single brand has to pay 51  per cent of FDI and also foreign exchange regulation the foreign company has to pay franchisee fee, advertisement, trademarks .Even though well-known brand like McDonald , L’Oreal and Tony & Guy has marked their presence through franchise model in India(WWL,2009).Since Superdrug is largest international health and beauty retailers in Asia and Europe, it might be a good idea to go for franchising. Also, ...