Your company (an Australian retail chain) is considering one of the BRIC nations (Brazil, Russia, India, China) nations to expand its business and enter the global marketplace for the first time. As an International Operations Manager, prepare a report around 3000 words for the company’s executive summarising the risks and opportunities in each of the BRIC nations and recommend the best destination. Suggest an entry mode and marketing strategy for the chosen country.
You are expected to demonstrate your understanding of the following:
How to assess country potential through an analysis of risks and opportunities.
How to identify the best market entry strategy based on the business type and host country business environment (this includes the level of economic integration between home and host country, the political and legal environment of the host country).
What strategies (with justification) to adopt in regards to marketing in the host country.
This paper will be written in the form of a report (research). When completing this assignment you are required to access and use materials beyond your text and readings. As a guide you should include 10 references from refereed journals. Please place the word count for this assignment on the cover sheet. 10% more or less then the stated word count is acceptable. Executive summary, table of contents, tables, references and appendices will not be included in the word count. The marker may, at their discretion, discontinue marking at the word count.
The acceptable length for assignment 2 has been revised to 3000 words from 2500 words.
You can select an Australian retail business from any industry (e.g. clothing, finance, FMCG, etc.). You need not use the actual name of the business if you want to keep it anonymous OR even select a fictitious business.
For the first part i.e. selection of country, you will need to consider both opportunities and risks in all 4 countries and select any 1 country.
The entry and marketing strategies recommended in the second part should focus only on the country selected in the first section. Do not forget to comment on why other entry and marketing strategies are not appropriate for the chosen organisation and country.
The cover page, executive summary, table of contents, reference list and appendices (if any) will not be included in the word count.
To score higher marks:
Use recent evidences to support your choice of country.
Refer to quality (i.e. peer-reviewed) academic and media publications (if relevant).
Keep answers brief and to-the-point.
Follow the recommended structure of a report
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