Reference no: EM132594788 , Length: 3500 words
MAR023-6 Thriving in a Competitive Global Context - University of Bedfordshire
International Market Assessment and Market Entry Strategies
Assignment Brief
Learning Outcome 1: Demonstrate a critical understanding of the changing nature of the global business environment, buyer behaviour in a global context and the factors which influence the implementation of an organisation's competitive business strategy in a global context.
Learning Outcome 2: Appreciate the use of Information technology and the internet in transforming global business by allowing firms to conduct e-commerce online and to integrate e-business capabilities in their global operations; apply a range of strategic business and financial tools and techniques available to plan and evaluate a global business operation.
Assignment: International Market Assessment and Market Entry Strategies
Johnson & Martin Ltd (J&M) is a manufacturer of a popular line of clothing for young people. Their products are positioned as fashionable and of high quality. J&M is firmly established in its home market (UK), which is relatively saturated and has little prospects for future sales growth. Top management has decided to expand J&M's clothing line to the Middle Eastern Region and have shortlisted three countries as potential markets: Turkey, Egypt, and Saudi Arabia.
Assume you are a marketing consultant, and J&M have approached you to assess opportunities in the Middle Eastern Region. The following is the Research Brief you are given by Management:
The Task
"Considering J&M being a medium sized firm we want to expand cautiously and step by step.
While operating in the whole Middle Eastern Region is a long term objective at first we want to identify the most prospective market to enter. As we want to know which of the three markets the firm should enter first, we want you to undertake a market opportunity assessment.
In your analysis, examine the investment environment, effects of government interventionist policies, the market potential, the impact of regional integration initiatives, if any, and related issues with a clear identification of opportunities and threats in each of these markets.
Recommend which country the firm should enter first, explaining why. Also suggest which market entry strategy is more appropriate, with justification. Resource wise, we are confident that we will have no problem to undertake the opportunities identified and recommendations proposed in your report".
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MAR023-6 Thriving in a Competitive Global Context Assignment
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