Abstract Title

The Market Entry Strategy for Japan, South Africa, and Spain

group

Authors' Class Standing

Norma-Jean Maumbe, Freshman Yixuan Cheng, Senior Kevin Fernando, Junior

Lead Presenter's Name

Norma-Jean Maumbe

Faculty Mentor Name

Dr. Tamilla Curtis

Abstract

The Market Entry Strategy is a research project, which assesses the global market opportunity, a favorable combination of locations, timing and circumstances for exporting in foreign markets. Students in BA335 International Business class were tasked to export a product “M-Box,” a new video gaming console under the US-based MES-Sim Corporation. Each group was assigned to a select foreign market in which they would sell the product. Three countries were under the investigation for this project: Japan, South Africa, and Spain.

The project presented itself in three stages. First, the Market Intelligence Report was prepared where each group had to investigate the country-specific key indicators such as government, physical infrastructure, economy, and technology. Second, the Business Environment Analysis Report was compiled, which linked information discovered in the first stage to the overall global market attractiveness. Finally, the Market Entry Strategy Analysis was conducted to conclude whether the business will generate any profit as the countries’ main threats and weaknesses were identified, and the strategies to overcome them were presented.

The research results will be communicated to the BA335 instructor Dr. Curtis in the form of a written report and an oral presentation.

Did this research project receive funding support (Spark or Ignite Grants) from the Office of Undergraduate Research?

Yes

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The Market Entry Strategy for Japan, South Africa, and Spain

The Market Entry Strategy is a research project, which assesses the global market opportunity, a favorable combination of locations, timing and circumstances for exporting in foreign markets. Students in BA335 International Business class were tasked to export a product “M-Box,” a new video gaming console under the US-based MES-Sim Corporation. Each group was assigned to a select foreign market in which they would sell the product. Three countries were under the investigation for this project: Japan, South Africa, and Spain.

The project presented itself in three stages. First, the Market Intelligence Report was prepared where each group had to investigate the country-specific key indicators such as government, physical infrastructure, economy, and technology. Second, the Business Environment Analysis Report was compiled, which linked information discovered in the first stage to the overall global market attractiveness. Finally, the Market Entry Strategy Analysis was conducted to conclude whether the business will generate any profit as the countries’ main threats and weaknesses were identified, and the strategies to overcome them were presented.

The research results will be communicated to the BA335 instructor Dr. Curtis in the form of a written report and an oral presentation.