Research Paper Assumptions You are a small international marketing team assigned
ID: 344637 • Letter: R
Question
Research Paper Assumptions
You are a small international marketing team 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 (i.e., the SW of a SWOT) as it relates to international markets;
o An assessment of three (or four*) developing countries to include:
§ Legal and market entry barriers;
§ Ethical issues of investing/entering this country;
§ Branding/Consumer issues; and
§ Financial risks.
o A recommendation that includes a ranking of the countries assessed, as well as the market entry method(s) the company should utilize and strategic tactics to take to enter the top ranked market.
Other Instructions/Guidance
The group will choose a real company/product and a country or region: Picked bufflao wild wings and picked out Jamaica
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 three countries chosen must have per capita GDP less than $12,000 in 2016 according to the World Bank: https://data.worldbank.org/indicator/NY.GDP.PCAP.CD?year_high_desc=true
Follow the Full Report Outline and be clear and concise in the writing.
Referencing style: APA format for citation in text and reference in bibliograph
Full Report Outline
I. The company briefing (approximately 1000 words ): Bufflao Wild Wings
c. Weaknesses of the Company/Products for the International Markets
II. Country Comparison (approximately 4,500 words)
a. Background of the three countries and their respective region(s)
b. The benefits/opportunities and challenges/threats of doing business
i. Legal and Ethical Considerations and Risks
ii. Country A
iii. Country B
iv. Country C
c. Branding and Consumer Considerations and Risks
i. Jamaica
d. Financial Consideration and Risks
i. Jamaica
III. Findings and Recommendations (approximately 1,500 words)
a. Country rankings and explanation
b. 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.
public and Government Resources (No special access needed) Country InformationCountry Commercial Guides: www.export.gov/ccgCIA World Factbook: https://www.cia.gov/library/publications/the-world-factbook/ BBC Country Profiles: http://news.bbc.co.uk/2/hi/country_profiles/default.stm Ease of Doing Business Rankings: http://www.doingbusiness.org/rankings
Global Edge (Industry and Country Reports): https://globaledge.msu.edu/global-insights/by/countryU.S. State Department Country Fact Sheets: https://www.state.gov/r/pa/ei/bgn/U.S. State Department Travel Information: https://travel.state.gov//content/travel/en.htmlTransparency International Corruption Perception Index: https://www.transparency.org/research/cpi/overview FDI Confidence Index: https://www.atkearney.com/foreign-direct-investment-confidence-index
Deloitte International Tax Source: https://dits.deloitte.com/ World BankEase of Doing Business: http://www.doingbusiness.org/rankings Data: https://data.worldbank.org/
International Monetary Fund
Data: http://www.imf.org/dataRegional Economic Reports: http://www.imf.org/en/publications/REO
U.S. Commerce Department
Trade Data
Trade Stats Express (Industry, State, Country and Regional Trade Data): tse.export.gov
Census Foreign Trade: https://www.census.gov/foreign-trade/index.html
USA Trade Online: https://usatrade.census.gov/
Guidance and Training
Export Education: https://www.export.gov/article?id=Export-Education
Export Basics Guide: https://www.export.gov/article?id=Why-Companies-should-export
eCommerce Guide for Exports: https://www.export.gov/article?id=1-Guide-Overview
ExportU – Webinars for new exporters covering export readiness, market intelligence, costing, market entry, tradeshows, Incoterms, Payment, and more: http://www.export-u2.com/
Country Commercial Guides (“How to do business in...”): www.export.gov/ccgIndustry Classification CodesNorth American Industry Classification System (NAICS): https://www.census.gov/eos/www/naics/ Standard Industrial Classification (SIC): https://www.osha.gov/pls/imis/sicsearch.htmlProduct CodesHarmonized Tariff System/Schedule B: https://www.census.gov/foreign-trade/schedules/b/index.html Harmonized Tariff System/Schedule B - Search Engine: https://uscensus.prod.3ceonline.com/UN Standard Products and Services Codes: https://www.unspsc.org/
Explanation / Answer
Strength- It has high end customers , so it may be accepted by the masses of international country.
Customer loyalty is present in its product.
It has a wide diversified ranges of product . And so people may accept it very easily outside the country.
Weaknesses- over dependence in US market is one of the major weak point.
It has a single supplier and manufacturing unit which can create problems in fulfilling the demand.
Three developing countries in which this company can intrude are:
India
China
Brazil
These are 3 developing countries in which this company can invest. These 3 countries is in the phase where every type of income class people are present.
Their are some legal formalities which have to fulfilled and the company will be able to do business. Foreign Direct investment is prized by developing countries for the bundle of assests that multinational companies deploy with their investment. So Harley Davidson will not face much barriers in expanding business in these countries.
Ethical issues can be created by the resistance from the existing players in this product but once entry is allowed then a healthy competition can be a raised without hurting existing players interest.
Branding can be done easily in India in terms of Indian parameters as by advertising this product through showing emotional sentiments and consumer will be attached and will start buying it . In every country the starting phase will bt difficult but steadily consumer will be attracted.
China is a country of heavy population and their the marketing strategy which would be adopted will be according to the customer and same in Brazil. Getting customer in not a tough task but retaining them is difficult since this company has a high customer loyalty in US their is chances that it will be preferred by other countries. One problem with China can take place is that it' major populate is ageing and the product is heavy so they have to do innovation seeing the circumstances.
Financial risk chances are less in these countries as they are also looking forward for investment and even their are people with every salary which will ensure the sale of product.
India will be the first amongst the ran as the entry is easy and the population consists of youth which are adventures, fun loving, innovating which results higher degree of acceptance of the product.
Second is China as entry is little difficult but it' s heavy and hardworking population can make the product hit.
Last is Brazil which can also be preferred by reading and understanding the people and their choices preferences their entry policies etc.
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