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Title: Business Initiative and Technology
Student Name:
University
BUSI 100 - Enterprise Business Applications and Communications
Assignment 6: Market Entry Strategy and International Expansion
Due Week 6 and worth 160 points
In Part LXXX of your business plan, you will focus on market entry strategy and international expansion to
explore new markets, capitalize on global opportunities, and achieve sustainable growth and competitiveness.
Your objective is to develop a comprehensive market entry strategy and international expansion plan that aligns
with business objectives and mitigates risks associated with international business operations.
Write a paper in which you:
1. Conduct a market analysis to identify potential target markets for international expansion, assess market
attractiveness, and evaluate market entry barriers and risks. Analyze market factors such as market size,
market growth rate, market competition, and market regulations that impact market entry decisions.
Evaluate market entry modes such as exporting, licensing, franchising, joint ventures, and foreign direct
investment (FDI) that enable market penetration and expansion.
2. Define market entry strategy objectives, goals, and key performance indicators (KPIs) that align with
organizational objectives and support business growth and competitiveness. Establish clear, measurable,
and achievable market entry targets such as market share gains, revenue targets, and profit margins.
Develop SMART (Specific, Measurable, Achievable, Relevant, Time-bound) market entry objectives that
provide clear direction and focus for market expansion initiatives.
3. Develop a market segmentation and targeting strategy to identify and prioritize target customer segments
within international markets. Analyze market segmentation criteria such as demographic segmentation,
geographic segmentation, and psychographic segmentation that segment target markets into distinct
groups. Develop customer profiles, buyer personas, and target market maps that guide marketing and
sales efforts and optimize resource allocation.
4. Develop a product adaptation and localization strategy to customize products and services for target
markets, localize marketing messages, and adapt to cultural and linguistic differences. Analyze product
adaptation strategies such as standardization, customization, and localization that tailor products and
services to meet local market needs and preferences. Develop localization strategies, translation services,
and cultural adaptation techniques that resonate with target market audiences and drive market
acceptance.
5. Develop a distribution channel strategy to establish distribution networks, reach target customers, and
deliver products and services efficiently to international markets. Analyze distribution channel options
such as direct distribution, indirect distribution, and hybrid distribution that optimize market coverage and
minimize distribution costs. Develop distribution agreements, channel partnerships, and logistics
arrangements that facilitate channel access and streamline distribution processes.
6. Develop a pricing strategy to establish competitive pricing levels, maximize revenue, and enhance price
competitiveness in international markets. Analyze pricing factors such as production costs, distribution
costs, and competitive pricing benchmarks that influence pricing decisions. Develop pricing models,
pricing structures, and pricing tactics that balance price sensitivity with profitability objectives and
customer value perceptions.
7. Develop a marketing and promotional strategy to build brand awareness, generate demand, and drive
customer acquisition in international markets. Analyze marketing channels such as digital marketing,
social media marketing, and traditional marketing that reach target market audiences effectively. Develop
marketing campaigns, advertising strategies, and promotional activities that engage customers,
differentiate your brand, and position your products and services competitively in international markets.
Clickhereto view the grading rubric for this assignment.
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 6: 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
Did not submit or
incompletely
analyzed the
options available for
producing the
product or service.
Partially analyzed
the options
available for
producing the
product or service.
Partially evaluated
Satisfactorily
analyzed the
options available for
producing the
product or service.
Satisfactorily
Thoroughly
analyzed the
options available for
producing the
product or service.
Thoroughly
operations.
Weight: 25%
Did not submit or
incompletely
evaluated which of
the available
options you can
take to streamline
operations.
which of the
available options
you can take to
streamline
operations.
evaluated which of
the available
options you can
take to streamline
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