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The Challenge of New Markets-9 March 2015

 

Lecture 

The Challenge of New Markets.

Some additional online resources to the lecture can be see below

Country insight

This will be a profiling of a topical issue on GREECE  by Prof. Basil Janavaras

Seminar

This will be a Case Discussion on ‘Globalization “The CEMEX Way”

 

Creating an entry Strategy- 2 March 2015

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Lecture

Creating an entry Strategy

Country insight

This will be a profiling of a topical issue on KOREA  by Dr Oliver Bahrisch

A collection of videos on doing business in Korea can be  viewed here

Seminar

Online workshop on  creating an entry strategy/Business plan . By this time, all groups will have identified a Target market for the selected company. The task is to determine the most effective entry strategy and marketing plan based on company’s goals, resources, strengths relative to the competition and market conditions by using the following procedure:

  • Develop marketing strategies and action plans that will most successfully penetrate the Target Market country.
  • Identify the Target Market in the country using key segmentation variables.
  • Develop Market Penetration and coverage objectives that fully exploit market opportunity.
  • Determine whether the company should create, extend, and/or adapt its current product/service.
  • Determine the best pricing strategy and method for the company’s product after investigating terms of sale and value added costs in the Target Market.
  • Develop an effective promotional strategy by carefully matching company resources with perceived product/service benefits and buyer behaviour in the Target Market.
  • Determine the best distribution strategy and channels for the company’s product/service in the Target Market.
  • Based on entry strategy and the developed marketing plan, forecast future sales/profits as well as breakeven financial analysis for the Target Market

Assessing Countries’ Attractiveness- 23 Feb 2015

Lecture
Assessing Countries’ Attractiveness. The presentation slide can be accessed here. Lecture6-Assessing Attractiveness of Markets-2

A curation of videos and articles to help you with the lecture is listed below.
Country insight This will be a profiling of a topical issue on KENYA  by Andrew Amayo. A curation of videos on the business environment in Kenya can be seen here

 

Seminar

Feedback on completed work  of Individual groups on progress towards selection of markets

Search for markets- 16 Feb 2015


Lecture
This lecture was on searching for markets for your chosen products. Students will have completed their company situation analysis last week, identified key capabilities and identified a suitable product for internationalisation. The presentation slide for the lecture can be accd

Lecture 5-Search for Markets -update16Feb15

Some interesting videos on the topic are also curated here.

Country insight

The business environment in IRAN  was debated by Dr Omid Omidvar during this guest lecture. A twitter feed of key issues from the guest lecture can be seen here.

Seminar

This will be a PC workshop on the search for Global Markets using the 2nd module of the GMMSO4 software. Now that you have analysed your company’s readiness to internationalise, the next task  is to identify the country with the highest market potential for your company, using a country attractiveness screening process consisting of three stages, and determine the most effective entry mode strategy for the targeted country as shown below:

1. Macro Level Criteria
2. Micro Level Criteria
3. Accessibility Criteria
4. Market Entry Strategy Criteria

 The criteria selected should assists the company to identify the country that offers the most business opportunity for your company based on:

1. Need/desire for the product.
2. Market size and growth.
3. Ability to purchase the product.
4. Ability to enter the market.

 

The Global Economy – 9 Feb 2015


Lecture 
The Global Economy Challenges, Risk and Opportunities. I have traced the current economic situation in 2015 with a linkage to new market entry.

Some interesting videos on this perspective can be found on the curation below.

Global Viewpoint Lets us discuss the role of sweat shops in global business. Some questions that we can look at during in this session are

      • Who makes your phone?
      • What are your viewpoints on sweatshops in going global?

 Some interesting twists  to this comtemporary issue is debated by Professor Ben Powell  in the video below. In addition, you can see a video on the conditions in  company making iPads.

Now , let us have a look at the mobile phone Industry and the role of these sweatshops in producing the products we love

  1. What is the human cost of an iPad?
  2. What is the correlation to Globalization?
  3. What are reasons some people give in defence of sweatshops?

Additional information

You can read more about sweatshops in other industries here.

Department stores and sweat shops

Visit http://www.economist.com/node/16542515

The Bangladesh factory tragedy and the moralists of sweatshop economics

Visit http://www.guardian.co.uk/commentisfree/2013/apr/29/bangladesh-factory-tragedy-sweatshop-economics

 

Seminars

All groups are expected to have completed GMMSO4 module 1. You will have completed the analysis of your company  and identified a possible entry strategy based on the organization’s internal capabilities.

The tutor will provide feedback on the selected firm’s position and  global readiness.

 

Understanding your company- 2 Feb 2015


Lecture 

Understanding your Company

Global Viewpoint

Disruptive technologies and business Trends.
You are expected to read the article below and discuss on the disruptive trends/technologies that you think can affect a global strategy.

Seminar

This will be a Case Discussion on the Nike World Shoe Project. Please read both parts (A+B) of the case study. Please do come prepared to discuss the following questions in the seminar.

  1. Identify the differences in business plans for developed versus emerging markets and explore the challenges that can face a company attempting to tap emerging markets with a focus on the bottom of the pyramid
  2. What should Tom Hartge recommend to senior management regarding the World Shoe?
  3. Investigate the sustainability issues surrounding market entry into the bottom of the pyramid
  4. Is there a need for a new business model when exploring emerging markets in developing countries?
  5. Should Nike use existing factories to manufacture the World Shoe? What are the incentives for existing manufacturers to produce this shoe?
  6. Should Nike develop dedicated facilities that are local and scalable?

Creating Global Companies – 26 January 2015

Lecture
This lecture discuss how you can create Global  Companies.

The lecture is  followed by a  Global Viewpoint discussion upon the revival of Jaguar landrover (JLR)

Global Viewpoint- JLR

Please read the case ‘ Prowling for Success: The Revival of Jaguar Land Rover’ by Suresh George .

You can read this from International Business, The new Realities, Global Edition, 3/E. Ed. by Tamer Cavusgil, S., Knight, G., and Riesenberger, J.R. Harlow, Essex: Pearson. A copy of the case study is attached here

The discussions will centre around the following questions. Please do come prepared!

  1. Describe how Jaguar Land Rover leverages the advantages of its parent company in seeking new markets. Can this be a source of disadvantages as well?
  2. How do you think the shift of economic activity to emerging regions affects growth in advanced economies? Discuss if a reverse shift of activity is possible?
  3. What is the role of Government Business linkages in creating emerging market challengers? Do you think that emerging and transition economies can move to a more hands-off approach with time
  4. Discuss Jaguar Land Rover’s shift into other developing regions in Africa. What will be the implications of these on its sourcing and supply chain economies?

Seminars
This will be a PC workshop on Understanding the firm’s Strategic Position and ability to internationalize. You are expected to have registered on the GMMSO4 software by now. We will use the software to better understand the company you have chosen in specific groups. An analysis of the company’s strategic position. In addition, you will make company contacts and begin to collect data pertaining to the company and its product(s)/service(s

 

Introduction- held on 19 January 2015


Lecture
The session will be split into 2 parts . Part A will serve as an Introduction to the Module and the Learning software System being used on the workshop. Part B will be an Overview of Global Business.

Seminar
Students will be introduced to the Global marketing management System online software available on www.gmmso4.com  We will be using this software for the PC workshops.Please use the Purchase codes listed against your name below to register on the software. To know more about this software, a user guide is available too.

The first seminar will focus on the Group Formation. Issue of Purchase Codes for the software and user registration on the GMMSO4 software

Some key points for the students

Once the group is formed, get to know your Group and select a company that you would like to take to a new market.

Choosing a company for your entry project

You may wish to choose ANY company of your choice as long as they can meet the internationalization criteria.

OR

any company from the FTSE alternative Investment market (AIM) AIM is the London Stock Exchange’s international market for smaller growing companies. More information onhttp://www.londonstockexchange.com/companies-and-advisors/aim/aim/aim.htm .

You can search for companies in a region/sector and download a free company profile. http://www.londonstockexchange.com/exchange/companies-and-advisors/aim/for-companies/information-search/aim-company-search.htm

Student activity after this lecture

Please read on the Internationalization Theories. Chapter 3 of the Going Global – A practical guide book can be a starting point.

  • Group members should have convened an initial meeting to discuss about a possible industry/company to internationalise
  • Each student should have checked their Group formation and initiated contact with other group members
  • Each student should have registered as a user on GMMSO4 – www.gmmso4.com using the purchase codes provided

 Reading for week 2

 

  1. Chapter 6 Understanding the Position of the Firm  in  George, S., Paladini, S., and Janavaras, B. (2013) Going Global, a Practical Guide. Harlow, Essex: Pearson Education Limited.
  2. Chapter 7 Company Resources and Capabilities  in  George, S., Paladini, S., and Janavaras, B. (2013) Going Global, a Practical Guide. Harlow, Essex: Pearson Education Limited.
  3. Chapter 23 The Case Nissan Leaf seeking a new market in China   in  George, S., Paladini, S., and Janavaras, B. (2013) Going Global, a Practical Guide. Harlow, Essex: Pearson Education Limited.

 

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