Step-by-step Instant Solution
Read project description to gather insight into direction of report. Use?http://databank.worldbank.org/data/databases.aspx?for indicators to support report.?
This project is intended to give you "hands-on" experience in developing an international
market entry strategy for an existing U.S.-headquartered company. This is a group project
and only one report will be generated by each team. Specific guidelines are given below:
Your proposal must be feasible. Base your proposal on an existing U.S.-headquartered
company. The company you choose must not have entered in the country you are proposing
to enter (this is to be determined by your country screening analysis).
Please keep in mind that the focus of this project is on the ?business? and NOT on the
multi-business corporation. Thus, you may not select General Electric or Berkshire Hathaway.
Most businesses are part of a larger corporation, so you certainly may select a business
within a larger multi-business corporation; for example, GE Healthcare within GE. However,
in your selection, please be sure that you will be able to find enough information on the
business if it is part of a larger multi-business corporation. In addition, you should probably
select a public company to ensure adequate information for your analysis. Your company
selection and product must be approved by the instructor.
The United States and at least one additional nation must be involved. Should your
team have members who are or have been citizens of a country other than the USA, your
team?s non-U.S. nation (again to be determined by your country screening analysis) may not
be a nation in which any group member holds or has held citizenship.
Conduct an environmental analysis of potential markets that your company could
enter with one of its key products or product lines.
Select a mode of entry (export, licensing, franchising, JV, etc) by assessing /
quantifying the long term impact of the alternatives to the U.S. parent company. Be sure to
explain how you reached your decision.
Feasibility of the proposal
Difficulty of the undertaking
Value to the recipient
Quality of intuition
Quality of evidence supporting analyses
Applicability of the project
Comprehensiveness of your analysis.
Clear, explicit linkages of your narrative and
recommendation to this course's material.
Correctness of your analysis.
Clarity, style, and organization of your written
Grammar, spelling, citations, and evidence
Some informational areas that you should certainly cover in your report are:
Introduction ? A very brief profile of the firm and product or service. Further, a
justification for the choice of country/region and mode of entry should be discussed.
Macroenvironment ? An analysis of the macroenvironment of the selected
country/region with an emphasis on its factors that are relevant to the firm, i.e., the analysis
of Economic, Socioeconomic, Financial, Cultural, and Political/Legal forces.
Competitive Analysis ? Assess the market conditions (such as size of market, market
growth rate, consumers, sales analysis). Address how these conditions affected your firm's
Financial Analysis ? Assess how exchange rate regimes, country/region monetary
policies, and financial decisions affected the financial position of your firm.
Mode of Entry ? A mode of entry into the foreign market(s) that you selected.
Pertinent factors surrounding this mode (for example, import regulations, customs, payment
methods, etc., for Exporting as a mode) should then be covered and how they affected your
In summary, how did you choose the country/region to which your company will expand and
why? How did you choose the entry mode and why?
Evaluating Worldwide Marketing Opportunities
First, choose your company and one of its products or product lines. It is advisable to
use consumer products but services could produce feasible projects too. You might, for
example, choose muffins, bagels, rollerblades, lingerie, toys, mobile phones, exercise
equipment, T-shirts, windmills, lawn mowers, golf clubs, etc. Next, you need to assess the
company?s capabilities by obtaining information such as the company size and resources,
competitive advantages and positioning, and overall orientation.
You should then collect data to identify and evaluate potential marketing
opportunities throughout the world. If you opt not to examine an area, e.g. Russia, Africa,
you should be able to justify this decision (in terms of the nature of the product or
management objectives). This will require you to collect two types of data; general country
indicators, relating to the general business environment and indicators to assess product
You will need to be selective in your choice of indicators (approximately 14-18
indicators should be adequate). You should adopt a multi-stage approach:
Develop a number of preliminary screening criteria for eliminating countries
depending on management objectives, for example, climate, if selling fur coats, or
minimum population size, average income, if selling mass market items. These
should not, however, be too restrictive in determining the feasible set of countries
to be examined in depth. After this stage, you should between 20 and 50 countries
that you will need to screen in detail in the next step.
Select indicators to evaluate the investment climate of your reduced list of countries,
i.e. economic, socioeconomic, financial, cultural, political, legal, etc., forces
indicators, as well as indicators of market potential for the specific product of your
firm. Do not forget that these should include indicators relating to factors which
constitute barriers to entry, e.g. tariffs, product regulation,exchange controls, as
well as infrastructure requirements, e.g. media, physical distribution, distribution
channels, etc. which affect the feasibility and profitability of exploiting market
potential. The specific indicators will depend on the product you have selected.
Data on these indicators can be obtained from secondary data sources such as the
World Bank Development Report, Euromonitor's Global Marketing Information
Database, Consumer Europe, and EIU Country Reports. Also, collect as much data
as possible relating to the specific product market, e.g. product usage and sales
data, product sales of competing or substitute products. Some data can be
obtained from the Internet, but do not rely solely on these sources. Print and other
sources are also critical.
Draw up a report of evaluating these opportunities, stage by stage, or region by
region basis. Identify key factors determining success any specific constraints which impede
the market entry effort. Based on this analysis select a country or a small set of countries
(e.g., 3-5) on which to focus your efforts.
Collect additional data related to the country, and product market and draw up a
strategy for entering this market. The core of the company market entry strategy will be the
description of the positioning and the target market (s) which you have chosen.
Explain how you chose your mode of entry strategy using models, theoretical
frameworks learned in this course. Discuss briefly some key characteristics of the
organization that you will need to implement and manage your activities in your target
Some guidelines concerning plan implementation, key strategic moves, and
anticipated future developments should be included. In essence, this final concluding section
should indicate the rationale underlying the market entry plan in view of expected market
Use appendixes and exhibits to summarize your analysis and in-depth thinking. Be
sure to show how these informed your narrative in the main body of your report.
Edit your final report. Make sure that the different parts of your effort integrate well
with each other. This will show how well you worked as a team. A paper that is obviously a
series of independently conceived sections will not be acceptable.
The following sources of information are not exhaustive but rather supplement the ones in
EDGAR1: provides Annual Reports (10K), proxy statements (DEF-14) and other sec filings.
Business Source Complete (Ebsco)2: here you will find journal articles in business,Company
Profiles & SWOT Analyses provided by Hoover or Datamonitor, Industry Profiles,
and International Industry profiles from Datamonitor.
Mergent Online3: Access to detailed global company information (publicly-traded), including
business description, history, property, subsidiaries, officers and directors, long-term debt
and capital stock. Financial statements are presented in ?as-reported? form.
World Bank, World Development Report (Table 1: Key Indicators of development)
Once you click the above link, then select any year's report, then full text, then
"Selected World Development Indicators" and then find Table 1.
World Bank, Ease of Doing Business Index
World Bank, World Development Indicators
A.T. Kearney, FDI Confidence Index
World Economic Forum, The Global Competitiveness Report
UNDP, Human Development Report
Heritage Foundation, The Index of Economic Freedom
Freedom House, Survey of Freedom in the World (e.g., Political Freedom Index)
Transparency Intl, Corruption Perceptions Index
Hofstede, Cultural Dimensions
Economist Intelligence Unit, Country Reports and Profiles (electronic access from NEU library
Bureau of Labor Statistics, Foreign Labor Statistics
Euromoney, Country Risk Survey (subscription required but you already have the most
recent data on your online notes)
EU, Trade Barriers Database
XE, Exchange Rates
U.S. Commercial Service, Country Commercial Guides
Deloitte, Business Taxation
U.S. Census, Trade Data and Analysis
U.S. Census Bureau Foreign Trade Division, Country Trade Data
UN Comtrade, Bilateral Country Trade data
Euromonitor International (electronic access from NEU library only) 2
Global Marketing Information Database
Market Research International
Market Research Europe
Consumer Latin America
ISI Emerging Markets (electronic access from NEU library only)3
Consumer in Europe
Northeastern University Library
Business Source Complete (EbscoHost)
EIU.com (Economic Intelligence Unit)
Passport GMID (Euromonitor)
ISI Emerging Markets (Euromonitor)
Paper#9255596 | Written in 27-Jul-2016Price : $16