Title: Business Initiative and Technology
Student Name:
University
BUSI 100 - Enterprise Business Applications and Communications
Assignment 1: Market Entry Strategy and International Expansion
Due Week 1 and worth 160 points
In Part XLI of your business plan, you will focus on developing a market entry strategy and international
expansion plan to enter new markets, expand your customer base, and achieve global growth. Your objective is to
develop a comprehensive market entry strategy that considers market dynamics, regulatory environments, cultural
factors, and competitive landscapes.
Write a paper in which you:
1. Conduct a market analysis to identify potential target markets and assess market attractiveness for
international expansion. Evaluate factors such as market size, growth rates, customer demographics,
purchasing power, regulatory requirements, and competitive dynamics. Identify emerging market trends,
opportunities, and challenges that influence market entry decisions.
2. Define the strategic objectives and goals for international expansion in your organization. Identify key
drivers and motivators for international growth, such as diversification, revenue expansion, economies of
scale, and competitive positioning. Articulate the rationale and business case for international expansion
and its alignment with overall corporate strategy and long-term goals.
3. Evaluate different market entry modes and strategies for international expansion, including export,
licensing, franchising, joint ventures, strategic alliances, acquisitions, and Greenfield investments. Assess
the advantages, disadvantages, risks, and trade-offs associated with each market entry mode. Select the
most appropriate market entry strategy based on factors such as market access, resource requirements,
risk tolerance, and strategic fit.
4. Conduct a country analysis to evaluate potential target countries and assess their suitability for market
entry. Consider factors such as political stability, legal framework, economic conditions, infrastructure,
cultural differences, and consumer preferences. Assess market entry barriers such as tariffs, quotas, trade
restrictions, and foreign exchange controls that may impact market entry decisions.
5. Develop market segmentation and targeting strategy to identify and prioritize customer segments within
target markets. Define segmentation criteria such as demographics, psychographics, geographic location,
and behavioral patterns. Segment the market based on meaningful dimensions and characteristics that
influence purchasing decisions and customer preferences.
6. Develop a product adaptation and localization strategy to tailor your products or services to the specific
needs, preferences, and cultural nuances of target markets. Modify product features, packaging, branding,
and messaging to align with local tastes, preferences, and regulatory requirements. Develop localization
strategies for pricing, distribution, promotion, and customer service to enhance market acceptance and
customer satisfaction.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and
writing skills, using the following rubric.
Points: 160 Assignment 1: Market Entry Strategy and International Expansion
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Analyze the options
available for producing
the product or service.
Next, evaluate which of
the available options you
can take to streamline
operations.
Weight: 25%
Did not submit or
incompletely
analyzed the
options available for
producing the
product or service.
Did not submit or
incompletely
evaluated which of
the available
options you can
take to streamline
operations.
Partially analyzed
the options
available for
producing the
product or service.
Partially evaluated
which of the
available options
you can take to
streamline
operations.
Satisfactorily
analyzed the
options available for
producing the
product or service.
Satisfactorily
evaluated which of
the available
options you can
take to streamline
operations.
Thoroughly
analyzed the
options available for
producing the
product or service.
Thoroughly
evaluated which of
the available
options you can
take to streamline
operations.
2. Determine how the
product or service will
