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  1. Write?a?report?discussing?the?New?Balance?company?entering?Chile?to?expand?it's?sneaker?product.?Focus?on?the?two?Section?below:
  2. 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.
  3. Macroenvironment-??An?analysis?of?themacroenvironmentof?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.

Read project description to gather insight into direction of report. Use? 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


competitive advantage.


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


firm's performance.


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


market potential.


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.


Information Sources


The following sources of information are not exhaustive but rather supplement the ones in


your textbook.


Company?s website.



Company Data



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.





Screening Criteria



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



Country Indicators



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



Trade Data



Product Market





Key websites



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 Asia


Consumer Latin America


ISI Emerging Markets (electronic access from NEU library only)3


Consumer in Europe


Northeastern University Library




















Business Source Complete (EbscoHost)


Mergent Online (Economic Intelligence Unit)


Passport GMID (Euromonitor)


ISI Emerging Markets (Euromonitor)




Paper#9255596 | Written in 27-Jul-2016

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