Posted: June 29th, 2022

Analyze the political, economic, legal and cultural environment of the country

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MGT278 – PRINCIPLES OF INTERNATIONAL BUSINESS COUNTRY SNAPSHOT & MARKET ENTRY PROJECT Summer-1 2022 – Prof. R.S. Dhingra The Project: You have been assigned by the senior management of your company to perform a detailed Country Evaluation and Analysis, as well as developing a Market Entry strategy for launching a new product (pick one – breakfast cereal, energy or nutrition bars, nutrition drink, yogurt, teas) in one of the following countries: China, India, Japan, Brazil, Mexico. In brief, you will: (a) Analyze the political, economic, legal and cultural environment of the country (b) Outline the challenges and opportunities of conducting business in that country (c) Analyze the competitive environment and market potential for the new product that you want to launch in that country (d) Provide relevant marketing guidelines and recommendations and entry strategy for entering the market. You will be examining the country from every possible perspective. Areas you will consider include: Economic and business environment, political environment, cultural analysis, market opportunity, and market entry strategy recommendations. You will prepare a written paper (about 15-20 pages) on the key findings for that country. The reports should be more than just a collection of key facts and figures; it should offer valuable management and cultural insights about that country. Use charts and graphs wherever possible, but explain them. Think creatively to make your presentation fun, lively and interesting. All your sources of information must be clearly referenced. The assignments must be based on research, using online and global databases from the Ryan-Mantura library and demonstrate your understanding of the readings and class discussions. Your bibliography must include at least 10 published/referenced sources. 1 MGT278 Prof. R.S. Dhingra Your project grade will be divided between 90% for content (critical analysis, quality and variety of research) and 10% for organization and professional style. Organization refers to readability, flow, logic, professional organization of the presentation. It should be clear, concise, with a logical flow of thoughts and ideas. It is important to use theory and concepts from your readings and class discussions to frame the information you present. No late reports will be accepted. All reports should be in Microsoft Word. This is a business presentation; be sure to use headings and subheads as outlined. Your submission must follow the outline and sequence on the next 2 pages. Country Snapshot and Market Entry Presentation Outline Your submission must follow the outline and sequence below. Not all information may be available for that country; try to do the best you can. The numbers in parenthesis on the right indicate the grade points for that section. Title slide with name of country and student. Executive Summary (1) This should be a summary assessment (about 1page) of: – The country’s political and economic outlook: opportunities, challenges and risks over the next 2-5 years – Whether the country represents a good opportunity for your products – If you recommend entering or not entering that market after your analysis 1) Politicalenvironmentanalysis:(2) a) Political system and structure b) Stability of government c) Short and long term political risks, if any d) Bribery and corruption risk/index 2) Economicandbusinessenvironmentanalysis:(3) a) Demographics: Population, growth rate, distribution of population (age groups) b) Per capita income levels, wealth distribution c) Major exports and trading partners 2 MGT278 Prof. R.S. Dhingra d) Business environment: Government attitude to foreign investment and trends, ease of doing business, trade regulations e) Inflation levels, currency exchange rate; risks of devaluation versus the dollar f) Availability of skilled labor, labor costs g) Membership in regional economic and trading blocks h) Legal system: Protection of intellectual property rights, enforcement of contracts; any specific regulations impacting your products/business 3) Culturaldimensionsofdoingbusinessinthecountry:(6) This section should be an assessment of key guidelines for success when doing business in that country – how some of the cultural habits and differences are likely to impact doing business and the marketing and distribution of your products in that country, as well as management challenges. This will include: a) Major religions, ethnic makeup and languages b) Major differences in beliefs, values, customs and behaviors, role of family, etc. c) Unique business customs, etiquette and practices one should be aware of when doing business in that country (attitudes towards time, authority, decision-making, meetings, negotiations, business relationships, dress code, status, gift-giving, etc.) d) Unique cultural habits and differences that are likely to impact the marketing and distribution of your products in that country e) Unique aspects of written, oral and non-verbal communications f) Describe the country’s culture using Hofstede’s model of cultural dimensions (Power distance – hierarchy, Individualism/collectivism, Masculine/feminine, Uncertainty avoidance, Time) and how it differs from American culture 4) Market Opportunity Analysis: (5) For your product Summary assessment: Does the country represent a good market opportunity for your product? Rationale. a) Market potential, size of market (use online sources to get market figures) b) Current product usage habits c) Competitive products on the market d) Identify target market and demographics for your product 3 MGT278 Prof. R.S. Dhingra e) Marketing considerations and differences that would impact the marketing of your product in the country: Example, retail distribution channels, advertising media, advertising message, consumer behavior, etc. Will you have to change the brand name or packaging of your product in that country? 5) MarketEntryStrategy:(3) a) Suggest the most suitable market entry mode for your company, e.g. exporting, licensing, franchising, joint venture, wholly-owned subsidiary, etc. Explain rationale. b) Provide at least 2 examples/case studies of other multinationals that have succeeded or failed in that country (in the last 10 years). 6) Summary and Recommendation: (1) a) Key challenges, risks, threats of doing business in the country b) Whether the country represents a good opportunity for your business c) Most interesting or fun facts about the country 7) Bibliography/References (Quality of Research): (2) The references/sources of your information should be listed under each slide (or in the Notes section of the slide). The References section will be a listing at the end of all your research – your sources of information for the project. This must include at least 12 diverse sources, including relevant research using some of the business newspapers, magazines, and online databases from the Ryan-Mantura library. This will be graded on the quality and extent of your research. Blogs, Wikipedia and sites like MBA.com do not count as serious research. 8) ProfessionalQuality/Creativity:(1) Research Project Resources: You will find various tools and resources in the Ryan-Mantura library of tremendous help in your projects. The library has a number of databases with a wealth of company, industry, and financial data; you can find them at http://library.sacredheart.edu/az.php?s=10202 Scroll down and you will find links to all of the databases mentioned below. 4 MGT278 Prof. R.S. Dhingra Many of the journals identified below as ‘Business Magazines’ are searchable in the databases, Business Source Premier (searches in EbscoHost) or ABI/Inform Complete (searches in ProQuest); those might give you more of a “one stop” way of finding articles about your companies. MarketLine Advantage is a global market information database and analysis tool containing data and reports across all industries, countries and consumers. Note that you can only access this database while on campus. MarketLine requires your SHU ID and password. You can access industry reports in Mergent Online and Business Insights: Essentials. Company websites: Very often you can download a company’s annual reports from its web site, and many companies also keep lists of press releases and articles that have been written about them on the web site. Fortune, BusinessWeek, and Forbes have many articles on companies featured in most cases. These publications can all be found in Business Source Premier. See the “Finding Specific Business Magazines or Journals” tab in your course’s LibGuide for steps on how to find business journals or magazines in selected databases. Publications: On SHU Library home page click on Journal Finder above QuickSearch. You can also use Google Scholar – but access to articles is limited. Key Business Publications and Websites: (a) Bloomberg Business Week (b) Bureau Economic Analysis (c) Conference Board Review (d) Fast Company (e) Forbes (f) Fortune (g) Inc. (h) Sales & Marketing (i) Wall Street Journal (j) Organization chart wiki: (k) A useful site for information on organization culture: (l) Company analysis: (m) Business culture guides (n) Business etiquette (o) Cultural insights (p) Global Edge Full text accessible in Business Source Premier www.bea.gov www.tcbreview.com Full text accessible in Business Source Premier or ABI/Inform Complete full text accessible in Business Source Premier full text accessible in Business Source Premier Full text accessible in Business Insights: Essentials www.salesandmarketing.com Full text accessible in ABI/Inform Complete http://www.cogmap.com/ http://www.glassdoor.com/index.htm http://www.glassdoor.com/index.htm http://www.executiveplanet.com/index.php?title=Main_Page http://www.international-business-center.com http://www.kwintessential.co.uk/resources/country-profiles.html http://globaledge.msu.edu 5 MGT278 Prof. R.S. Dhingra (q) Country cultures http://www.everyculture.com/index.html (r) Coface Country Risk http://www.coface.com/Economic-Studies-and-Country-Risks (s) Global Competiveness Report: http://reports.weforum.org/global-competitiveness-report-2015-2016/ (t) Index of economic freedom: (u) Doing Business In reports (v) Europe culture guides http://www.heritage.org/index/ http://www.doingbusiness.org http://businessculture.org *SHU network ID/password will be required if accessing these links from off campus. **Please contact the Business & Web Experience Librarian at SHU, with any questions about library resources or for help with your research. 6

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