Research Paper Assumptions
You are a marketing consultant assigned to a company that has grown both domestically and internationally. The company is expanding and has asked you to research ways to continue that expansion into foreign markets. They are particularly interested in growing in developing countries, utilizing their experience and your market-entry plan.
You have to present the results of your research to the company in two stages:
1) A market entry report that will include:
o A background briefing about the company, focused on its products, strengths and weakness as it relates to international markets (i.e., the SW of a SWOT);
o An assessment of two countries to include:
§ Legal market entry barriers and ethical issues of investing/entering this country;
§ Branding/Consumer issues; and
§ Financial risks.
o Recommendation as to which country is a better choice to enter, as well as the market entry method(s) the company should utilize and strategic tactics to take to enter the chosen market.
Each student will choose a real company and product/service. You will also choose two countries to compare. You will research and analyze key aspects of entering the two international markets, comparing the markets and ultimately choosing one in which to recommend entry.
The company must be a publicly traded company, as there is more information available for such. Note that non-U.S. companies are allowed, as long as they are publicly listed on a stock index (U.S. or non-U.S.) and you can get sufficient information/sources.
The countries chosen must have per capita GDP less than $16,000 in 2019 according to the International Monetary Fund (IMF) list found here: https://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)_per_capita
Follow the Full Report Outline and be clear and concise in the writing.
Referencing style: APA format for citation in text and reference in bibliography (APA format not necessary for entire paper, just the referencing/bibliography).
Full Report Outline
I. Executive Summary (one-page or less summary of report)
II. The company briefing (approximately 1000 words):
a. Background on the project, including:
i. type and products/services to be marketed
ii. brief history of company/products
iii. size and corporate information (sales and employment),
iv. current locations (HQ and other domestic/international)
v. other international information relevant to the scope of this project.
b. Strengths of the Company/Products for International Markets
c. Weaknesses of the Company/Products for the International Markets
III. Country Comparison (approximately 2,000 words)
Background of the two countries (compare to each other and their regions)
a. Legal and Ethical Considerations and Risks
i. Country A
ii. Country B
b. Branding and Consumer Considerations and Risks
i. Country A
ii. Country B
c. Financial Consideration and Risks
i. Country A
ii. Country B
IV. Findings and Recommendations (approximately 2,000 words)
a. The benefits/opportunities and challenges/threats of doing business in each country
b. Country rankings and explanation (which country do you choose to enter first?)
c. Market entry method(s) and Tactics to Take
Note: All the above are to be presented from the standpoint of the decision-making process of the company – so cut out anything that is not directly related to that process.
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