International Business (BUS 363) – Vahagn Asatryan
Project (30%) and Project presentation (5%) – 18-20 pages (and 1-page Executive Summary)
You will work in groups of five or six students, as assigned by your instructor, on a client project obtained by your instructor. Your group will pick one country from a proposed list, conduct research, and prepare a report in the format outlined below. You need to approach this paper as a consulting firm providing information about this country and viable entry strategy to your client. You will use numerous outside resources (see Chicago citation guide) as well as the textbook materials to complete this assignment.
Phase I (6 - 7 pages, due – see Schedule) – 10%
Phase II (12 to 13 pages) (Final Project – due Dec. 2) - 20%
(Note: submit Phase II in addition to the revised Phase I (based on my feedback, with track changes) in one file).
What product or service are you selling and market conditions?
Issues to address are:
Who is your customer?
Determine the market size and your target customer profiles, and analyze their buying decision processes. Provide information that will assist in choosing a location, determining product or services to be offered, establishing pricing, and planning a selling strategy.
Key issues to consider are:
Who is your competition?
Are there competitors that exist now and what new competitors are likely to enter the market? How will your product or service compare and what is the probable reaction of your competitors once you enter the market?
Issues to address are:
What are your distribution channels?
There may be many options for moving your product to the customer such as direct retail, wholesale, consignment, broker etc. The method of distribution has important implications affecting your pricing structure, cash flow, etc. You will want to choose the distribution method best suited for your product and where you want to be positioned in the marketplace.
Key issues are:
What are your Pricing strategies?
The objective is to optimize profits while remaining competitive in the marketplace. Pricing can be based on either the cost price or market price (what is the market willing to pay?). (Pricing strategy might be a sensitive topic for your client. You will need to exercise caution in this phase of your project).
Issues to consider are:
What are your Promotion and Selling strategies?
What are the best methods of making your customer aware of your offering? What message will motivate them to buy? What communication style should be used? From the promotion strategy the advertising budget and overall sales plan are then developed.
Items to consider are:
Entry modes and strategies
Analyze and evaluate alternative entry modes and international expansion strategies, including guidelines for product lines. Will your client be working with existing companies in other countries or at home? How will you structure those deals/contractual arrangements?
Provide recommendations on whether to enter / avoid / defer decision on this potential market opportunity. Propose an implementation plan with deadlines.
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