Reference no: EM133617734
Quesrion: In today's world, companies that want to grow larger in terms of sales/revenue/profit need to expand internationally. You are the International Business Strategist for a manufacturer/service supplier seeking to enter an overseas market. The CEO has asked you to prepare an international business plan proposal to expand a new product into a new foreign market.
The proposal is to identify the target product and target market and the issues the company Harry Rosen Inc needs to address successfully to develop and execute the strategy. The CEO has specifically asked you to highlight the key issues the company Harry Rosen Inc has to address and an indication of how you propose to address those issues. You have been tasked with performing a detailed Country Analysis and Market Entry strategy for expanding international business in a foreign country.
Report Headings
1. Cover Page
Include the company name, name of owner, city, state, zip code, and the company logo.
2. Executive Summary
An executive summary is an introduction to your business. This section should be clear, concise and to the point. While this part appears first in the plan, you should write it last. Only once you've completed the other sections of the business plan to assure consistency and maintain accuracy. The key elements of an executive summary include descriptions of:
The country's economic, political situation and risks
The country's current economic situation, opportunities, challenges and risks
Whether the country represents a good opportunity for your products. Also, what mode of entry into that market do you recommend?
3. Political Environment Analysis
Political system and structure
Stability of government
Future political risk, if any
Bribery and corruption risk/index
4. Economic and Business Environment Analysis
Demographics: Population, growth rate, distribution of population (age groups), rural vs. urban, cities vs. villages
Per capita income levels, and wealth distribution
Major exports and trading partners
Business environment: Government attitude toward investment and trends, ease of doing business, rules and regulation
Inflation levels, currency exchange rate; risks of currency devaluation versus the Canadian dollar
Education and literacy levels, availability of skilled labor, labor costs
Legal system: Protection of intellectual property rights, enforcement of contracts.
5. Cultural Dimensions of Doing Business in the Country
Major religions, ethnic makeup and languages
Major sports, recreation
Major differences in beliefs, values, customs and behaviors, role of family
Unique business customs, etiquette and practices one should be aware of when doing business in that country (time and decision-making, meetings, negotiations, business relationships, dress code, status, gift-giving, etc.
Unique aspects of written, oral and non-verbal communications
6. Company Description, Products and Services
A clear, concise, and compelling description of your business concept as well as the products or services include the following:
Business Description
Provides an overview of key aspects of your business, like what you do and what makes your business unique. Anyone reading your business description should have no problem understanding the scope of your business.
Describes how your business has a place in the market, as well as its benefits to future customers.
Defines your business's mission statement that you want the public to see and include your vision statement too.
(ii) Product/Service Description
Describes the products and/or services you offer. This is true even if you have an established business because the readers may not be familiar with your offerings.
Since your product is new to the marketplace, you must include a very detailed description and, if appropriate, support the description with even more detailed aspects included in an appendix.
Illustrate the differentiating aspects of your product(s) and/or services (so as not to sound like "me too"). Should include such things as price, service, support, training, delivery or some other aspects.
7. Industry and Competitive Analysis
Examine the structure of industry's impact on your company and industry-level performance.
(i) Five Forces Framework
Analyze the five competitive forces that shape your business industry and describe the industry's weaknesses and strengths. Identify the industry's structure to determine your corporate strategy.
(ii) VRIO Framework
Analyze competitors' marketing strategies and defines their vulnerable areas by examining their strengths and weaknesses. This will help you determine your distinct competitive advantage.
8. Market Opportunity Analysis
Identify a new product opportunity that you believe will succeed in that country and recommend for market entry. Why does the country represent a good market opportunity for your product?
Market prospects
Current product usage habits
Competitive products on the market in that country
Retail distribution channels
Major advertising media used in the country
Total size of the market and market potential for your product
Target market and demographics for your product
9. Market Entry Mode
Suggest the best method for entering the market such as exporting, licensing, franchising, joint venture, wholly-owned subsidiary, etc. Explain rationale.
Provide at least two current examples of similar market entry strategies employed successfully by other multinational corporations operating in the same industry within the new market.
Identify two CSR that are strategically aligned with the business plan for the new market.
10. Conclusion
Write a conclusion summary page
Restate your business, your product, the market it serves and general overview of the new market
Restate the market entry strategy you have recommended for the company.
11. Bibliography/References
This section will be a listing of all your research - your sources of information for the project. This must include at least 10 diverse sources, including relevant research using some of the business newspapers, magazines, and online databases.