$$

Index has

$1$

$8$

$$stores in India, compared with

$6$

$0$

$7$

$$in China, while H&M has

$1$

$2$

$,$

$$compared with

$4$

$4$

$4$

$$in China. Both plan to expand in India, with H&M saying it will open

$5$

$0$

$$stores by

$2$

$0$

$2$

$0$

$,$

$$targeting middle

$-$

class shoppers in smaller cities.

$$Based on this statement, assess the various complexities marketers may face when targeting an emerging market like India and suggest strategies that can be adopted to successfully target a changing marketplace.