MKT505
Assignment 3: Entry Plan into International Market
This assignment will provide you with firsthand
experience in developing a strategic marketing plan for entering a new
international market. Choose a global company that you are familiar with for this
paper. Note: Do not use a company from a previous assignments or discussions.
Use the Internet or Strayer Library to research the
following components of the global company that you have chosen:
- Company Profile (History & Analysis)
- Product(s)
- Financial Status
- Market Position
- Analysis of current global operating environments
- Integrated marketing communication (IMC) Strategy
- Strengths and Weaknesses Analysis
- Sustainable Competitive Advantage(s) enjoyed by
the firm
- Sources of funds for the project
- Pro-Forma Balance Sheet & Income Statement for
five (5) years
- Cash-Flow Statement
Note: You may also use the following resource for
your research: § Financial profiles for global companies:
(http://news.morningstar.com/stockReturns/CapWtdIndustryReturns.html)
Write an eight to ten (8-10) page paper in which you:
Choose a country into which the company you selected
may expand. Note: Ensure that the country you chose is currently not doing
business with the selected company in any capacity (e.g., exporting, FDI, or
contract manufacturing).
Develop a brief profile of the country that you have
chosen. The summary should include:
Geographic and historical data regarding
international business
Political and legal environment for conducting
international business
Business customs and practices
Economic environment
Socio-economic analysis which should include the
factors of concern (e.g., population characteristics, language, GDP, taxation,
personal income, labor, industries, communication networks, imports / exports,
and major trading partners’ countries).
Note: Refer the following resource to complete this
criterion of the assignment: § A Basic Guide to Exporting Contents
§ Business week’s Magazine covering Global Marketing
Ascertain the possibility and feasibility of
financial, distribution, and marketing partnerships for the company within the
chosen country. Your research should include:
Market structure and analysis (e.g., channels-
direct or indirect)
2. Currency considerations
e-Commerce
Impact of regional and global trade integration
Potential volume of trade
The marketing mix components
Key cultural dimensions affecting marketing
operations
Analyze the key reasons why the entering the market
in the country that you have chosen is justified. Include your research and
analysis from Criteria 1 and 2 of this assignment to support the response.
Determine at least three (3) potential risks of
foreign market expansion into the country that you have chosen (e.g., language
barriers, regulatory, taxation, expropriation, etc.). Suggest one (1) strategy
to mitigate each risk that you have determined using weighted metrics with a
baseline number(s).
Determine at least three (3) potential benefits of
foreign market expansion into the country that you have chosen. Suggest one (1)
strategy to maximize each benefit that you have determined.
Suggest at least two (2) ways in which you would
adapt the operational strategies of your chosen company both to fit the
changing dynamics of foreign markets and to foster a competitive advantage for
the company.
Use at least six (6) academic resources in this
assignment. Note: Wikipedia and other similar Websites do not qualify as academic
resources.
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