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The objective of this assignment is to provide a practical
understanding of international management concepts by analyzing and developing a global market entry strategy for a chosen company. This project aims to enhance students’ critical thinking, analytical skills, and ability to apply theoretical concepts to real-world business scenarios.
The Company we are Analyzing is KitKat which is owned by Nestle. Our objective is to introduce Protein Bars made by KitKat.
MUST FOLLOW EXACT INSTRUCTIONS IN THE DESCRIPTION BELOW AND IN THE FILE ATTACHED AND INCLUDE EVERYTHING MENTIONED BELOW AND IN THE FILE:
select a multinational corporation operating in a
specific industry (e.g., technology, automotive, pharmaceuticals).
A) Market Analysis: Conduct a comprehensive analysis of the global market
landscape relevant to the chosen industry and identify potential target markets
for expansion. (Choose 2 countries for potential expansion and conduct the
analysis.)
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B) Company Analysis: Analyse the selected company’s strengths, weaknesses,
opportunities, and threats (SWOT analysis) in the context of international
expansion.
C) Entry Strategy Development: Based on the market and company analysis,
develop a detailed global market entry strategy for the selected company. The
strategy should include:
• Entry mode (e.g., exporting, licensing, joint venture, wholly owned
subsidiary).
• Marketing and promotional strategies.
• Operational considerations (e.g., supply chain, distribution channels).
• Risk assessment and mitigation strategies.
Written Report: Submit a written report documenting the group’s analysis, strategy
development process, and recommendations. The report should be well-structured,
clear, and supported by relevant data and sources. The report should follow the
following format:
• A cover page that includes the following:
• Tile of assignment: Global Market Entry Strategy Analysis
• Name with student ID number
• Business and Country being analysed.
• Course number and semester: MGMT371 Assignment Spring 2023
• Date
• Name of professor
• Word count
• Use numbered headings and subheadings.
• 12 font, 1.5 spacing (Times New Roman)
• Write in formal academic language. Avoid first and second-person
pronouns (e.g., I, we, and you). Use the 3rd person – “It is
suggested…”
• Number all pages
• Ensure that the in-text references and the references list at the end of
the report use the APA Referencing Style
• Follow the word limit:1100- 1300 words.
1. Executive Summary (100 words)
You should allocate about 100 words for this section summarizing the entire report.
2. Company Selection (150 words)
Each group needs to choose a specific company to focus on for their project and identify the
type of products/services being offered. How many branches do they have, are they successful
etc. The company must be a multinational corporation, meaning it operates in multiple
countries around the world. This company must operate within a specific industry, such as
technology (e.g., Apple, Microsoft), automotive (e.g., Toyota, Volkswagen), pharmaceuticals
(e.g., Pfizer, Novartis), or any other industry as agreed upon by the instructor and students.
3. Market Analysis: Global Target Market Overview (350 words)
Once the company is selected, the group needs to conduct a comprehensive analysis of the
global market landscape relevant to the chosen industry and identify potential target markets
for expansion. The goal of this analysis is to identify potential target markets for the company’s
expansion efforts. Target markets are specific countries or regions where the company
could potentially expand its operations, introduce its products/services, or increase
market share. Thus, this analysis should include examining various factors such as:
A) Market Trends: Identify and analyse current and/or emerging trends within the industry
on a global scale. This could include technological advancements, shifts in consumer
preferences, regulatory changes, and other factors influencing the market dynamics.
B) Regional Analysis or Growth Opportunities: The objective of the regional analysis is to
evaluate and understand the unique dynamics, trends, opportunities, and challenges present
in different regions around the world and help in formulating region-specific strategies for
market entry and expansion. Therefore, choose 2 countries for potential expansion of the
identified market trend and analyse it by answering the following:
• Competitive Landscape: Evaluate the chosen countries’ competitive landscape by
identifying one key competitor operating in the global market. Analyse their market
share, product offerings, strengths, weaknesses, and competitive strategies to understand
the competitive dynamics within the industry.
• Regulatory Environment: Examine the regulatory framework governing the industry
in selected countries and regions. Identify regulatory barriers, compliance requirements,
and potential legal challenges that may impact market entry and operations.
• Consumer Behaviour and Preferences or Market Demand: Understand consumer
behaviour and preferences in the chosen global markets. Analyse factors such as
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demographics, purchasing patterns, cultural influences, and consumer preferences to
tailor marketing strategies and product offerings effectively.
4. Company Analysis (SWOT Analysis) (100 words)
Once you have chosen a company, it is important to conduct a SWOT analysis to assess its readiness
and potential for expanding its operations globally. This involves a comprehensive evaluation of the
selected company’s internal and external factors, including its strengths, weaknesses, opportunities, and
threats. By analysing these factors, you can gain a better understanding of the company’s overall
position and determine whether it is well-suited for international expansion. Here’s a breakdown of
each component of the SWOT analysis within the context of international expansion:
A) Strengths:
• Strengths refer to the internal attributes and resources that give the company a competitive
advantage in the international market.
• This could include factors such as strong brand reputation, innovative products or
technologies, established distribution channels, financial stability, talented workforce, or
proprietary intellectual property.
• Strengths help the company identify areas where it can leverage its advantages to capitalize on
international expansion opportunities.
B) Weaknesses:
• Weaknesses are internal factors that may hinder the company’s ability to succeed in the
international market.
• This could include factors such as limited financial resources, lack of global brand recognition,
outdated technology or infrastructure, inefficient operations, or inadequate managerial
expertise.
• Identifying weaknesses helps the company understand areas where improvement or strategic
planning is needed to overcome challenges during international expansion.
C) Opportunities:
• Opportunities are external factors in the global market environment that the company can
capitalize on to achieve its international expansion goals.
• This could include factors such as growing demand for the company’s products or services in
international markets, favourable economic conditions, emerging market trends, technological
advancements, or strategic partnerships.
• Identifying opportunities helps the company identify potential growth areas and develop
strategies to exploit them effectively.
D) Threats:
• Threats are external factors in the global market environment that may pose challenges or risks
to the company’s international expansion efforts.
• This could include factors such as intense competition from global rivals, regulatory barriers
or trade restrictions, economic instability, currency fluctuations, geopolitical risks, or changes
in consumer preferences.
• Identifying threats helps the company anticipate potential obstacles and develop contingency
plans to mitigate risks during international expansion.
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Tip: When developing your SWOT analysis, it’s helpful to think of questions that can guide the process
such as:
o What are the core competencies and competitive advantages of the selected company?
o How does the company’s current international presence and performance compare to its
competitors?
o What are the main challenges or barriers the company might face when entering new
international markets?
5. Entry Strategy Development (300 words)
Based on the findings from the SWOT analysis and market analysis, the next step is to develop a
detailed global market entry strategy for the selected company. This strategy should include various
components to guide the company’s approach to entering new international markets effectively such as:
A) Entry Mode:
• This involves determining the most suitable mode of entry into the target markets, such as
exporting, licensing, joint venture, or establishing a wholly owned subsidiary, franchising,
greenfield strategy, acquisition strategy, etc.
• Factors influencing the choice of entry mode include market size, regulatory environment,
investment requirements, risk tolerance, and the company’s strategic objectives.
B) Marketing and Promotional Strategies:
• Develop marketing and promotional strategies tailored to each target market to reach and
engage the target audience effectively. This may include advertising, social media
campaigns, etc.
• It’s important to tailor marketing messages, branding, and communication channels to local
consumers and their cultural distinctions.
C) Operational Considerations:
• Evaluate the distribution channels and logistics infrastructure available in the chosen global
markets. Assess the efficiency, accessibility, and cost-effectiveness of various distribution
channels to determine the most suitable approach for market entry and distribution of
products/services.
• Address operational considerations such as supply chain management, distribution channels,
logistics, manufacturing facilities, and customer service infrastructure needed to support the
company’s international expansion.
• Evaluate the feasibility of using existing operations or establishing new facilities to meet the
demand in target markets.
• Consider factors such as transportation costs, customs regulations, import/export duties, and
local regulations impacting operations.
Tip: When developing your entry mode analysis, it’s helpful to think of questions that can guide the
process such as:
o What are the pros and cons of different entry modes (e.g., exporting, licensing, joint venture,
wholly owned subsidiary) for the chosen company?
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o What specific marketing and promotional strategies should the company employ to penetrate
the target market(s)? How can the company effectively position its products/services in the
target market(s) to gain a competitive edge?
6. Risk Assessment and Mitigation Strategies (150 words)
A) Identify 3 potential risks associated with operating in the chosen global markets. This might
include geopolitical risks, economic instability etc.
B) Develop strategies to mitigate these risks and ensure the success of the company’s global market
entry such as contingency planning.
Tip: When developing your risk analysis, it’s helpful to think of questions that can guide the process
such as:
o What are the main risks and uncertainties associated with entering new international markets?
o How can the company mitigate these risks and build resilience in its international operations?
What contingency plans should the company have in place to address unforeseen challenges or
disruptions in the target market(s)?
7. Conclusion (150 words)
Which country did you choose? What are the most interesting and important facts about the country?
Key challenges, risks, and threats of doing business in the chosen country. How would your chosen
business operate inside the chosen country, how will it be perceived by the population? Who will be
your target market? what type of entry mode will you use? Etc.