12 Market Entry Strategy Project Guide
BEAR Module Questions:
1. Your Analysis: Rate It
Listed below are five variables that may influence your marketing strategy in (country name).
Please click the radio button that reflects your team’s assessment of the adequacy of each
item.
1.1. Demographics
Total Population
1.2. Government
Government Stability
1.3. Physical Infrastructure
Roads and Highways
1.4. Economics
GDP Growth Rate
1.5. Communications Infrastructure
Fixed Telephone Market
2. Your Analysis: Explain the Ratings
Below are the five criteria presented earlier and your team’s rating of each. In the space
(See question #1 for individual variables for which students will justify their ratings)
2.2. Government
2.4. Economics
3. Global Attractiveness Rating for the Country
3.1. Holistic Assessment: Is your team satisfied with the overall “global attractiveness
rating” for your country? Given the chance, would your team change any portion of its
3.2. Key Factors to Watch: According to your team, what three key factors should
companies looking to do business in the country monitor? Explain your answer.
3.3. Short-Term Assessment: Does your team believe that the country’s business
3.4. Long-Term Assessment: Does your team believe that the country’s business
14 Market Entry Strategy Project Guide
Report on Opportunities for Market Entry
(ROME)
Potential Schedule:
Week
Module
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
MIR
BEAR
ROME
Objective:
This optional phase of the project departs from the M-box project and requires student teams
to develop a Report on Opportunities for Market Entry (ROME) for the country being
researched. Students build on knowledge gained from the earlier MIR and BEAR modules
and get a taste of the key issues involved in market entry decisions.
Requirements:
Students’ first task in this module is to identify two import opportunities into the country’s
market, and two export opportunities from the country to the world market. Teams must
Sources:
Students can once again access the “Quick Research Links” as in previous modules, but are
encouraged to seek additional sources. Students are invited to consult the broad list of
Assigning/Grading:
The ROME is designed for students to complete within a five-week period and follows the
successful completion of the MIR and BEAR modules. After students finish the assigned
tasks for this module, they can print or download a customized ROME report for grading
Market Entry Strategy Project Guide 15
ROME Module Questions:
1. Import Opportunity 1
Identify the first import opportunity in the country you are researching. Your selection must
2. Import Opportunity 2
Identify the second import opportunity in the country you are researching. Your selection
3. Export Opportunity 1
Identify the first export opportunity from the country you are researching to the world market.
4. Export Opportunity 2
Identify the second export opportunity from the country you are researching to the world
5. Ranking and Recommendation
In the “Ranking Summary” box below, rank each import and export opportunity that your
6. References
Please list the references consulted by your group in preparing this ROME Report. Please
give all references in proper APA (American Psychological Association) format.
16 Market Entry Strategy Project Guide
Market Entry Strategy Analysis
(MESA)
Potential Schedule:
Week
Module
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
MIR
BEAR
MESA
Objective:
This third phase of the project requires student teams to develop a Market Entry Strategy
Analysis (MESA) for the country in which they will introduce the M-box. The end result of
this module should be a report containing a strong managerial component that is theoretically
actionable by management.
Requirements:
The students’ task is to apply critical thinking skills and creative abilities to formulate a fully–
fledged market entry strategy. They should incorporate knowledge gained from the earlier
Sources:
Students can once again access the “Quick Research Links” as in previous modules, but are
encouraged to seek additional sources. Students are invited to consult the broad list of
“Further Online Sources” provided near the end of this MESP guide, and are also urged to
locate additional sources.
Assigning/Grading:
The MESA is designed for students to complete within a six-week period and follows the
successful completion of the MIR and BEAR modules. After students finish the assigned
tasks for this module, they can print or download a customized MESA report for grading
Market Entry Strategy Project Guide 17
MESA Module Questions:
1. Challenges
Please gather the MIR and BEAR reports your team produced earlier. What do you see as the
greatest challenges for marketing the M-box in (country name) within each of the following
categories?
2. Target Market
Please define the target market for the M-box in (country name). Drawing on information
contained in the MIR and BEAR reports, what is your best estimate (in numbers of
households) as to the total potential market for video games in (country name)? Who do you
think will be your main competitors, and what products do they sell? Explain your answers.
3. Projected Sales
Please project total sales for the M-box in (country name) over each of the coming three
years. Incorporate these estimated retail price points in your projections:
• Base system: $100
• Accessories:
4. Operations
Please discuss the operational concerns surrounding the introduction of the M-box in (country
name). Identify and examine as many practical issues, advantages, and disadvantages that
may be associated with each of the following activities:
• Engaging in local sales efforts
• Undertaking local manufacturing operations
• Management by personnel from home or host nation
Conduct each of the following activities as part of your analysis:
• Visit an online travel agency (such as Expedia or Travelocity) and calculate the cost
of a typical, three-night business trip to the capital city of (country name). At a
5. Entry Modes
Please consider the following list of entry modes for introducing the M-box in (country
name). For each viable option, identify its advantages and disadvantages. Recommend the
most appropriate entry mode for the M-box in (country name) at this time. Explain the
reasons for your recommendation.
Exporting
Countertrade
6. Marketing Campaign
Please outline a marketing campaign for launching the M-box in (country name). Estimate an
appropriate marketing budget and sketch an advertising campaign aimed at the target market
you defined earlier. Also, what media does your team recommend for marketing the M-box,
and why?
7. Final Analysis
In your team’s final analysis, do you recommend that MESP Corporation market the M-box
in (country name) at this time? Please be unequivocal in your answer.
8. References
Please list the references consulted by your group in preparing this MESA Report. Please
give all references in proper APA (American Psychological Association) format.
Market Entry Strategy Project Guide 19
Further Online Sources
Students will complete the MIR module by visiting the Web sites of several preselected online
resources. However, completing the BEAR, ROME, and MESA modules encourages students to
use additional online and offline information sources. Thus, students should feel free to visit the
sources listed here. Sources are divided into the following three categories:
• International Business News Sources
• Government and Non-Government Organizations
• Centers for International Business Education and Research (CIBER)
International Business News Sources:
20 Market Entry Strategy Project Guide
Government and Non-Government Organizations:
U.S. Department of Commerce Basic Guide to Exporting
(www.unzco.com/basicguide/index.html)
Market Entry Strategy Project Guide 21
Centers for International Business Education and Research (CIBER):
University
CIBER Website
