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WriteareportdiscussingtheNewBalancecompanyentering-(Answered)

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Question

  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?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:

 

1.

 

2.

 


 

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4.

 

5.

 


 

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.

 


 

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Relevance

 

Feasibility of the proposal

 

Difficulty of the undertaking

 

Originality

 


 

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Value

 

Value to the recipient

 

Quality of intuition

 

Quality of evidence supporting analyses

 

Applicability of the project

 


 

Sophistication

 

Comprehensiveness of your analysis.

 

Clear, explicit linkages of your narrative and

 

recommendation to this course's material.

 

3.

 

Correctness of your analysis.

 

1.

 

2.

 


 

Professionalism

 

Clarity, style, and organization of your written

 

presentation

 

2.

 

Grammar, spelling, citations, and evidence

 

1.

 


 

Some informational areas that you should certainly cover in your report are:

 

1.

 

2.

 

3.

 

4.

 

5.

 


 

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?

 


 

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8.

 


 

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

 

country/market.

 

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

 

trends.

 

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.

 


 

9.

 


 

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.

 


 

Preliminary

 

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

 

only)1

 

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

 

Indicators

 


 

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

 

http://library.northeastern.edu/

 


 

1.

 

2.

 

3.

 

4.

 

5.

 

6.

 


 

GlobalEdge

 

http://globaledge.msu.edu/

 

EDGAR

 

Business Source Complete (EbscoHost)

 

Mergent Online

 

EIU.com (Economic Intelligence Unit)

 

Passport GMID (Euromonitor)

 

ISI Emerging Markets (Euromonitor)

 


 

 

Paper#9255596 | Written in 27-Jul-2016

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