Paper, Order, or Assignment Requirements
- Select a GCC business in a consumer products industry. It must be a current business in the Gulf region. You also cannot work on a product / service which the company already markets in China and Turkey. The assignment is not about describing what some company already does. The assignment is for you to think about how to do things.
You must choose something which the company does not currently market in both China & Turkey. If the company already markets some things there, your product should fit into their product lines. It cannot be something completely unrelated to what the company markets now.
2. Using the VRIO framework, discuss the resources and capabilities of the company, as well as any barriers to trade, transfer of knowhow, or investment that may be present in China & Turkey and relevant to your companys industry and resources and capabilities. Given the resources and capabilities, and possible barriers, what resources / capabilities might give some competitive advantage in China & Turkey? Which ones are not going to be very useful in the countries?
3. Who are the key competitors in China & Turkey for your product / service? Briefly assess their resources & capabilities, noting particularly how easy or difficult it will be to compete with them, given their resources / capabilities. Show how you might be able to learn from the things they do particularly well.
4. Recommend an entry strategy (export or FDI) for the GCC business to enter the markets in China & Turkey, and briefly say how the strategy could be implemented. It does not necessarily have to be the same strategy if conditions in China & Turkey are sufficiently different, you may need different strategies.
5. Discuss the marketing mix (4 Ps) to be used in your two countries. It does not necessarily have to be the same if conditions in China & Turkey are sufficiently different, you may need different marketing.
6. Discuss the differences and similarities in your strategies and marketing for China & Turkey what general principles can you recommend for when a company similar to the one you discuss here goes into foreign markets?
list of references and tables / figures do not count toward the 11 pages.
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