The Team Project: You are a member of a team at one of the top multinational, consumer goods, publicly held companies (you choose the company and product). The Vice President of Global Marketing at your company has given your team the task of performing a detailed Country Analysis and Market Entry strategy for expanding international business to one of following fastest growing Global Growth Generator (3G) countries: Ethiopia, Laos, Myanmar, Peru, Romania, Philippines, Lebanon and Mongolia.
Assignment #1 Team Market Entry Proposal: Analyze the Global Market Environment
The proposal must identify the multinational company, the product(s) you want to bring to market and the country from the above list of Global Growth Generator (3G) countries. The analysis for the proposal must have the following elements:
1. Economic and business environment analysis:
a. Demographics: Population, growth rate, distribution of population (age groups), rural vs. urban, cities vs. villages ?
b. Per capita income levels, wealth distribution ?
c. Major exports and trading partners ?
d. Business environment: Government attitude to foreign investment and trends, ease of doing business, trade ?regulations ?Inflation levels, currency exchange rate; risks of devaluation versus the dollar ?
e. Education and literacy levels, availability of skilled labor, labor costs ?
f. Membership in regional economic and trading blocks ?
g. Evaluate ethical issues within the economic and business environment
2. Political, Legal and Regulatory environment analysis: Module 2
a. Political system and structure ?
b. Legal system: International Law - common vs. code law ?
c. Stability of government ?
d. Future political risks, if any ?
e. Bribery and corruption risk/index ?
f. Intellectual property rights, enforcement of contracts ?
g. Evaluate ethical issues within the political, legal regulatory environment
3. The Cultural environment analysis Module 2 ?Cultural understanding and competency is critical to conducting business, the marketing and distribution of your product in new market entry country.
a. Define the culture within the country
• Major religions, ethnic makeup and languages ?
• Major differences in beliefs, values, customs and behaviors?
• Role of the family ?
• Unique aspects of written, oral and non-verbal communications ?
• Technological views, current use and capabilities ?
• Major sports, recreation ?
b. Describe the country's culture using Hofstede's model of national cultural dimensions and project GLOBE. Web link for your country analysis
c. Cross-cultural complications and sensitivities - identify potential cross-cultural issues and potential solutions to these complications. ?
d. Cultural view of online purchases and payment. The use of credit cards for payment.
4. Technologic Capabilities and Digital Marketing Communication Capabilities
a. What is the level of computer/mobile access and ownership? ?
b. What is the level or development of the web/internet infrastructure in the country? ?
c. What is the availability and pricing for internet? ?
d. What forms of digital marketing are currently used in the country? ?
e. Do they use social media marketing? How much? How often? ?
f. What is the web speed and are there unexpected power failures?
5. Bibliography/References and Organization:
Expectations: This is a team submission, one paper per team. Minimum 5 pages and a maximum of 8 pages. Use a minimum of 3 references to defend your proposal. References and credible sources cannot come from Wikipedia or any other open content websites. Use 6th edition APA form and style and the provided writing template. MBA cover page must be submitted with all students signature on the Certificate of Authorship. As a team project, the expectation is that you all collaborate on each assignment. I would like two papers submitted; the final paper and the draft with track changes from each member. Track changes ensure that each member contributes and reviews the paper prior to submission. Your paper will be graded down if submitted without the draft and without each members recommended edits.