This assignment project aims to practice a hands-on exercise on the choice of right target market for a specific product. This project requires you to research a country as a future market for a local Emirati product. The assignment supports also the development of report writing, oral presentation and critical thinking skills. In this assignment students apply theory to practice by mimicking a proto type export market entry.
Objectives of the project
The key goal of doing this project is to find out a most suitable market for an Emirati company’s product. This goal is fulfilled in three SECTIONS.
1 – Market Intelligence section
Choose a few foreign countries where the Emirati Company shall launch its product. Do not choose only one single country as part of the analysis in this section. Analyze Political, legal, economic and environmental conditions of these countries. Give your suggestions and analytical view why you finally choose one country out of others. This first section results in a Market Intelligence Report for the countries that you intend to analyze before selecting the best market. This section provides a broad overview on all the countries including its people, economy, and infrastructure and limits down to one best potential market. Chapters – 1, 2, 3 and 10
2 – Environmental (Social and Cultural) Analysis section
This second section requires a Business Environment Analysis Report for the product in the ONLY country that has come up as the best potential market from the section one. You should have figured out this market after filtering the less potential markets from the section one. It involves analyzing the social and cultural environment of the country and evaluating key national characteristics that may affect the marketing and purchase of this product. 10 Chapters – 4
3 – Market Entry Strategy Analysis
This third section requires a Market Entry Strategy Analysis for the identified product in the country being researched. The strategy formulated must reflect prevailing business conditions in the country. This means that entry mode that matched the business environment of the country and the profile of the consumers should be selected. Chapters 12 and 13
