Use a minimum of 25 sources listed on the reference page
Include at least 3-5 in-text citations per page
Use APA style formatting
The final report must be 15 pages (not including title and reference page)
Title Page:
Course Number/Title
Name of Professor and Course Term/Month
Company name; Target Market (Country of Entry)
Team member names
Introduction and Project Overview
Name of chosen business Callaway Golf Apparel
Description of chosen business (industry, market share, examples of current successes) Golf Apparel
Overview of business’s home market/country.
Description of chosen business product Travis Matthew Apparel brand
Proposed NEW international market Sweden
Business motivation and reasoning for WHY expanding to this new international market is a wise business choice
Currently in Sweden and around the world their is a boom in the golf industry, and I want to scale a golf apparel company
Country Background
Brief economic history and current business climate as it relates to your company and product Currently the golf industry is in a boom
Key regional and world organizations and relationships and how that affects your new international expansion
Summary of the country legal, economic and political systems and how that affects your new international expansion
Economic Analysis
Country Currency, exchange rate strengths, risks, volatility (what impact with this have on business?)
Quotas, tariffs, taxes and/or cost/barriers to market entry
Cultural Analysis
Population and key demographics as it relates to your specific target market
Social or cultural issues that impact the success of the new business venture
Legal and Political Analysis
Description of current Government and Political System
Stability of the Political system and the attitudes toward global business
Legal environment including liability, patent/trademark/copyright, business ownership
Foreign Investment environment including Political attitudes, legal ownership, regulations Reaction to Investment by local firms, citizens and other global companies
Product
Product Description – including packaging, features, benefits, functionality, quality
International Expansion Strategy (see figure 12.9 in your textbook) global standardization strategy, a localization strategy, a transnational strategy, and an international strategy
Plans to adapt the global brand and product to the new local market
Intellectual property protections and product liability issues
Product range: total, core and auxiliary product
Target Market/Market Segments
Target Customer
Market Segment
Brand Positioning (what you are to whom)
Market Share/Market Growth
Foreign Market Entry Strategy
Exporting, Licensing, contract manufacturing, Franchising, FDI, partnerships (Which will you use, why?)
Distribution strategy retail, direct, distributors, channel marketing (Which do you choose, why?)
Product Sourcing and Transportation strategy (How and where we move the product? What is our delivery time? What is our delivery cost?)
Organization and staffing strategies
Competitive Analysis
Overall competitive situation, knowledge of industry, product in the new market
Competitors both local and global companies, products, retailers, buying patterns
Competitive advantage, appeal of your company in new market
Local Market environment for promotions, advertising, service, and retail
Marketing and Promotion
Advertising, Media and Internet strategies (How do you package the product, why? Where do you advertise, TV, radio, Internet, newspaper, social media? How do you promote the product? What is the theme and message in our advertisements?)
Promotion strategies including price discounts, packaging, sampling, etc.
Retail environment or direct to consumer strategies and communications
Product Price (What is the cost? What is the pricing objective/strategy? How much do we charge, why?)
Risk Assessment
Political, legal and economic risks potential challenges for your new venture
Culture and Marketing – how will you adapt your brand, product, creative, marketing
Organization and staffing challenges and keys to success
Potential Impact on your products home and existing international markets
Final Recommendations and Conclusions
Summarize your future potential and the new international opportunity
Highlight the keys to success
Present final recommendations and next steps necessary to execute your proposals
Discuss the potential impact on your business, brand at home and current global markets
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