To cover=This assignment requires that you prepare a 10-minute long original presentation answering the following task: Choose a real company operating in one of the best 3 performing industries in any emerging market in Asia, except China. The company is currently evaluating the opportunity for expanding into a developed market located on a different continent {you can choose where}. You are expected to present a comprehensive and well documented plan for its expansion. Your presentation should include the following: A. Company analyses
1. A summary of the company’s products / services and brands; 2. An analysis of the company within the domestic market (you may use a SWOT matrix or choose a different model / matrix from the literature to enable you to provide an accurate description of internal and external challenges and opportunities that capture the company’s current situation in its domestic market);
B. Industry analyses 1. An analysis of the industry on which the company will operate in two potential host country markets, where your company of choice will be successful upon expansion. This section should include a meso-level analysis; you are expected to identify and select suitable analytical frameworks and tools to conduct your analysis; 2.
A clear justification for selecting one of these country markets for the expansion of your company of choice based on the meso-level analysis;
C. Entry strategy and marketing plan for your country of choice 1. A discussion about the market entry strategy that you recommend for adoption by the company, including justifying arguments; 2. A marketing plan including: – A profile of the company’s consumers on its domestic market; – A justification of which elements of the marketing mix the company will adapt or standardized for the new market. You must include a range of research in your presentation; this may include relevant concepts and theories from text books, journal articles, websites, and market research databases such as Mintel, Euromonitor Passport, company or industry sources.
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