2. Critically assess the various operational strategies used in markets that are in differing stages of economic development.
4. Discuss and justify relevant business strategies and activities within specified cross-cultural and international settings.
1. Assignment task
This assignment requires that you prepare a 10 – 15 minutes long original presentation answering the following task:
Choose a real company originating in one of the following transition countries /economies: Lithuania, Poland, Slovakia or Slovenia. The company is currently evaluating the opportunity for expanding into a developed country/economy where it is not yet currently present. You are expected 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);
3. A profile of the company’s consumers in its domestic market.
B. Global analyses
1. A brief presentation of at least two developed country markets where your company of choice will be successful upon expansion. This section should include a comparative analysis of the relevant social, economic, cultural, political and legal environments of the two countries. You may choose to focus on minimum three environments of relevance;
2. A clear justification for choosing one of these country markets for the expansion of your company of choice.
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 explaining (1) the positioning that the company plans to achieve on the new market; (2) the strategies that the company will employ to achieve the desired positioning; (3) a justification of which elements of the marketing mix the company will adapt or standardized for the new market.
