Company Market Penetration

Each group will select a company from a list of public companies to write (and submit for grading) a research paper; and will give a 15-minute presentation to the class on the results of your research. The objective is to provide data (specifically following a very detailed outline that I am providing to the class) on how the company enters foreign markets, and the successes or failures of the company to date. You will conclude with an assessment and recommendations for the company (or similar industries) on how to improve foreign market penetration.

Follow the outline format exactly – each section and subsection should be titled accordingly – addressing and expanding on all points relative to the business and foreign market(s) that you are researching.

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How your business is operating – i.e. exporting, joint venture, turnkey project, green-field investment, just-in-time inventory, TQM, distribution channels, push/pull strategies, predatory pricing, expatriate etc.

Describe political-legal, social-cultural and economic-geographic environments – i.e. collectivism, individualism, democracy, privatization, purchasing power parity, power distance, social mobility, poly/ethno/geocentric strategies, exchange rates/currency value/convertibility, FDI, absolute/comparative advantage, economies of scale, trade creation/diversion, efficient/inefficient markets, counter trade, arbitrage, corruption, moral hazard, experience/learning effects, first-mover advantage/disadvantage.

What global organizations does your company participate or seek assistance from (i.e. WTO, IMF, World Bank, UN, EU).

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You must have detailed information for your financial projections etc. – at minimum you should be presenting a recent income statement and show the determinants of ROI. What other metrics are being used by the company to reflect their successes? For more information on Company Market Penetration check out:

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