International Business - South Africa

MGT278A Spring, 2021

RESEARCH PROJECT

Part 2: 40 points

Draft due on May 7 (11pm), if you want some feedbacks

Final report due on May 12 (11pm)

The second part of the research project will help you build critical knowledge and skills in managing different functional activities in a foreign country (Course Objectives 4-5).

Specifically, you will practice determining the appropriate entry and functional strategies Edgewell should adopt for one of its products (one that you pick) in the foreign country you have researched. Your work should cover the following:

I. Market environment (related to the product you select) in that country

1. Identify the consumer habits and trends from one or two articles in google search

2. Identify the major competitive products (local and/or foreign)

3. Identify the market size and its projected future growth (or decline)

MarketLine Advantage database our library subscribes to has information about the market size and the major competitors.

II. Entry strategies

1. Check out the website of Edgewell to see if it is already selling the product in the country

2a. If Edgewell has not expanded the product to the country, which entry strategy would you recommend to market and/or produce the product in that country and why?

2b. If Edgewell has already expanded the product to the country, which entry strategy was used? Was it the right strategy and why?

III. Marketing strategies

1a. If the product is already in the country, what adaptations in the marketing mix (target customers, product features, pricing, communication, and distribution) has Edgewell adopted and do they fit the business (macro, consumer and market) environments you have researched?

1b. If the product has not entered the country yet, what changes in the marketing mix does Edgewell need to make to suit the business environments of the country?

IV. Production strategies

1a. If the product is already in the country, where (which country or countries) is the product produced? What are the advantages of producing in that or those location(s)?

1b. If the product has not entered the country yet, where (which country or countries) should the

product be produced? What are the advantages of producing in that or those location(s)?

V. Human resources strategy

Assuming you need to hire some local employees in the country to sell and/or produce the product, recommend a few HR practices suited to the business environments of the country with some justifications.

VI. Financial strategy

Assuming U.S. dollar will appreciate in the next six months, how should Edgewell reduce its translation and transaction exposures to this exchange rate change?

Report requirements

Each team is required to submit a written report of your research, analysis and recommendations (typed and double-spaced). Your report should begin with a one-page executive summary of the key findings and recommendations. The entire write-up should be no longer than 10 pages, including the executive summary, charts, tables, figures, exhibits and references (use the APA citation style). If you need more space for the executive summary, use single space. But don’t go over the one-page limit.

Suggestions

1. Review the related topics and their pp slides discussed in the class lectures.

2. Use section headings and page numbers

3. Proofread your writing for grammar, spelling, typo and wording as they will affect your report grade.

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