Market Entry Plan: Strategy and Entry Mode
business
Description
IBUS 311
Market Entry Plan:
Strategy and Entry Mode
As a business organization enters new foreign markets, decisions must be made regarding various
organizational factors. In this module, your goal is to develop your strategic goals and organizational
structure. Based on the country you are analyzing for your global business enterprise, research
information related to the following areas:
1. STRATEGIC GOALS
Develop strategic objectives that communicate major goals related to:
A. product (or service) offerings,
B. target market and customer benefits,
C. financial aims (market share, return on investment),
(Strategic goals are commonly stated in a manner that can be measured objectively, such as “to
provide households with clean drinking water at a moderate price.”) Provide a synopsis of the
strategic objectives for the proposed global enterprise.
2. ENTRY MODES
Analyze different global business entry modes that your company might select when planning
international business activities in this country. Compare the benefits, costs, and risks
associated with using exporting, turnkey projects, management contracting, licensing,
franchising, contract manufacturing, joint venture, and wholly-owned subsidiaries. The product
or service, as well as the economic, social-cultural, and political-legal environment of the
country, will influence an organization’s entry mode.
3. STRATEGIC ALLIANCES
Recommend strategic alliances that could contribute to global business success. If possible,
identify local companies operating in the country that could be a business partner. These
strategic alliances may be suppliers, distributors, sales representatives, or consultants. (For
example, a bottled water company might reach an agreement to transport and sell its product
through the existing distribution system or a soft drink company.)
