Market Entry Strategy Project
(MESP)
Instructor’s Guide
2 Market Entry Strategy Project Guide
Introduction
analyze a country, then recommend a course of action to the producer of the M-box, MES-Sim
Corporation.
Instructors can assign from one to four project modules, depending on the time available and
desired level of difficulty. Although instructors can assign only the MIR module, assigning at
least one additional module provides a richer learning experience. Although all subsequent
This first module results in a Market Intelligence Report (MIR) for the country in which the
M-box will be introduced. This report provides a broad overview on the country including its
people, economy, and infrastructure. The MIR takes up to two weeks to complete.
Add-on Modules:
Business Environment Analysis Report
This third module requires a Market Entry Strategy Analysis (MESA) for the M-box in the
country being researched. The strategy formulated must reflect conditions in the country and
address a range of issues such as entry mode, pricing, and promotion. The MESA takes up to
six weeks to complete.
Depending on the module, students may need to answer fill–in–the-blank, factor rating, long-
instructors, and (3) a list of additional online sources.
4 Market Entry Strategy Project Guide
Market Intelligence Report
(MIR)
Potential Schedule:
Week
Module
1
2
3
4
5
6
7
8
9
10
11
12
13
14
MIR
Objective:
This first phase of the project requires each student team to develop a Market Intelligence
Report (MIR) for the country in which they will introduce the M-box. The MIR is a
structured learning experience that asks students to gather baseline data on the country for use
in later project modules.
Requirements:
The students’ task is to complete several pages containing 67 fill–in-the-blank questions.
Topics examined include the target nation’s people, government, physical infrastructure,
economy, and technological infrastructure. Questions can be completed in a single sitting or
over several sessions. Students are able to type answers in directly or “cut and paste” them
into position, and students are encouraged to include the year of the data (if available).
Sources:
Answers to fill-in-the-blank questions are found by accessing a set of “Quick Research
Links” on each screen that lead to preselected online resources. The project presents each
team with a customized interface depending on their chosen country. This means that
students clicking on a Quick Research Link are taken directly to that country’s information
2. World Bank (Country Profile)
4. Atlapedia Online
6. Target nation’s e-Government Web site
Assigning/Grading:
The MIR is designed for students to complete within a two-week period. If this is the only
module assigned, it can be completed at any time during the course or assigned over a period
of more than two weeks. Instructors can assign only this module by asking students to stop
after completing the online questionnaire and submitting the MIR report. Students can print
Market Entry Strategy Project Guide 5
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Market Intelligence Report:
Romania
Prepared by:
Romania Team Members:
Student #1
Student #2
Student #3
Student #4
Prepared for:
Course Title and Number
Instructor’s Name
College/University
Completion Date
6 Market Entry Strategy Project Guide
Market Intelligence Report: Romania
by Team Romania
Basic Information:
The official national name of Romania is Romania.
source: Atlapedia
A citizen of Romania is properly referred to as a(n) Romanian.
source: Atlapedia
Products or materials from Romania are referred to as Romanian in origin.
source: Atlapedia
Demographics:
The population of Romania is 22,355,551.
source: CIA Factbook
The age structure of Romania is as follows:
Market Entry Strategy Project Guide 7
source: CIA Factbook
The educational attainment and literacy of adults (age 25 and older) are as follows:
Government:
Romania gained its independence from the Turkish Ottoman Empire.
source: CIA Factbook
Romania gained its independence on the date 9 May 1877.
source: CIA Factbook
Geography:
The geographic coordinates (latitude and longitude) of Romania are 46 00 N and 25 00 E.
source: CIA Factbook
8 Market Entry Strategy Project Guide
Romania shares borders with:
The climate of Romania is: temperate; cold, cloudy winters with frequent snow and fog; sunny
Economics:
The Gross Domestic Product (GDP) of Romania is $155 billion at purchasing power parity.
source: CIA Factbook
source: CIA Factbook
The labor force in Romania works proportionately in:
agriculture 41.4%
industry 27.3%
services 31.3%
Market Entry Strategy Project Guide 9
The major trading partners of Romania are:
As a percentage, exports and imports are 11.4% and 14.3%, respectively, of the GDP of Romania.
source: CIA Factbook
The major exports of Romania are:
The major industries of Romania are:
The major primary products made in Romania are:
Physical Infrastructure:
There are a total of 62 airports in Romania, with 25 having paved runways and 36 having unpaved
runways.
10 Market Entry Strategy Project Guide
source: CIA Factbook
Communications Infrastructure:
There are 48 broadcast television stations in Romania.
source: Info Please
For every 1,000 people in Romania, there are 192.35 telephone mainlines and 308.65 mobile
phones.
source: CIA Factbook
More Information:
The URL of the e-government site for Romania is (www.gov.ro/engleza).
source: Country Website
The American embassy in Romania can be contacted at:
Market Entry Strategy Project Guide 11
Business Environment Analysis Report
(BEAR)
Potential Schedule:
Week
Module
1
2
3
4
5
6
7
8
9
10
11
12
13
14
MIR
BEAR
Objective:
This second phase of the project requires each team to create a Business Environment
Analysis Report (BEAR) for the country in which they will introduce the M-box. Students
Requirements:
Students’ first task for this module is to examine a series of country variables that may
enhance or detract from the success of their team’s marketing of the M-box. This involves
rating 25 factors in 5 categories: (1) demographics, (2) government, (3) physical
Sources:
Students can once again access the “Quick Research Links” as in the MIR, but are
Assigning/Grading:
The BEAR module is designed for students to complete within a four-week period and
follows the successful completion of the MIR. After students finish the assigned tasks for this
module, they can print or download a customized BEAR report for grading purposes and for