You will be tasked to develop a country Market Entry Business Plan for a service or a
product of your choice.
choose the foreign country and whether their NewCo, Inc. (name
of your choice) offers a service or a product.
Please choose a thriving economic country like Germany or one similar to easily operate in.
Stage 1
Proof Of Concept/Business Opportunity Qualification
Collect, record, and assess ideas
Evaluate potential opportunities
Define your company and target country market opportunity
Note: Focus on the Market Assessment of your product or service potential in your
foreign target country, including:
o Competitive environment analysis – identify competitors, their offerings and
value proposition
o Define the market need, appeal, and potential
For reference, you can identify how other well-known companies have dealt with cultural
and other market dynamics in your chosen country.
o Identify and evaluate the formal and informal institutions with a special focus on
the local political, legal, and economic systems and cultures, ethics and
business norms.
o Discuss how the cultural analysis relates to your chosen product or service?
This will help you identify how you can structure your market entry and position your
NewCo in the country. (Will be discussed in the Second Milestone Report)
Stage 2
Market Entry Strategies and Tactics
New revenue stream for a NewCo?
o Consider Build/Buy/Ally options
How you will enter the market?
Equity or non-equity approach?
Capitalization/Financing?
o Evaluate the potential for strategic alliances, acquisitions, partnerships, etc.
o Market introduction strategies, tactics, and promotions
Discuss the nature and structure of negotiations based on the particular norms and
culture of your target country.
Barriers to entry and “fair” competition – laws blocking/slowing or supporting market
entry
Stage 3
Corporate Structure, Governance, and Management Model.
Make sure you address the impact of local culture, business ethics, and norms on
your management model, staff hiring, training, and management.
Risks and Contingencies.
Identify the types of risks that could impact the proposed opportunity and the
a contingency plan to mitigate the risks.
Various sources to support your research could include:
US Department of Commerce – Country Commercial Guide
Economist Intelligence Unit (EIU)
Culture Grams – Brigham Young University (BYU)
Price Waterhouse Coopers (PWC) – Doing Business in 118 Countries
The World Factbook – CIA
US Embassy in the target country or, target country Embassy in the USA
InternetYou will be tasked to develop a country Market Entry Business Plan for a service or a
product of your choice.
