Do not use Starbucks
Your task for the final portfolio project (FPP) is to prepare an international expansion strategy for a U.S. based company. Note: You may not use the fast food company used for the discussions of Weeks 5, 6, and 7.
You are required to:
Pick an existing product and a target country.
To prepare your final project you should:
Prepare a broad overview of the target country (Market Intelligence).
Determine key national characteristics that will affect marketing of the product (Business environment analysis).
Analyze market entry options (e.g., foreign direct investment (FDI), export, joint venture, etc. (; opportunities for market entry).
Determine entry strategy based on entry mode, management structure, marketing and distribution strategies, management of resources, and human resources (HR) (Market entry strategy analysis).
Formulate your Marketing Mix decisions
Instructions: Your project must incorporate the following elements:
Company Background: Describe the company and the goods and services it provides.
Market Intelligence: broad overview of the target country: please include here information about its political, legal, cultural, economic and technological characteristics. Please make sure you provide supporting statistics and indicators for each component of the macroenvironment
Business Environment Analysis: Determine key national characteristics that will affect marketing of the product, SWOT, ethical implications.
Market Entry Analysis: Analyze market entry options.
Market Entry Strategy: entry strategy on entry mode, management structure, marketing mix, management of resources, and HR.
Recommendations: provide your recommended course of action.
Contingency Plan: risks, potential ethical dilemmas, solutions and an exit strategy if the company had to quit the market.
Paper Requirements
Your Portfolio Project should be 10 pages long, not including the required title and reference pages
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