Market Entry Report Guidelines

Give the report a meaningful name. List author/s.  Provide date. 
Should present key findings from your analysis, and your major recommendations.  Write this last. 
Headings with page numbers.  Make sure you have worked out a logical structure for your report, used numbered sections, and have chosen sensible brief headings for each section. 
Provides the reader with an understanding of the purpose of the project, its scope and structure. 
Assess the macro environment of the country: examine relevant economic, social/cultural, political technological, legal and environmental factors. The textbook contains an extensive list of topics to consider (pages 580-583) but note that not all the topics are equally relevant, plus you will not be able to cover them fully within your word limit.  You need to consider which details warrant inclusion, and which are less significant and can be omitted.   
(Your economic and socio-cultural analysis from assignment 1 can be re-used here, but you are likely to need to cut it down and summarise to reduce the word count – it will not be re-marked, but will be read to ensure ideas are consistent throughout the report). 
Evaluate the product, market and competitors.  The list of topics in the textbook (pages 583-584) is a good starting point – but not all headings need to be covered, use your judgment. 
What entry mode(s) will you use to enter that country (for example - direct exporting, joint venture, strategic alliance, etc.)? Justify your entry strategy.  
You are not expected to develop a complete marketing plan, but you should highlight a few key product and distribution strategies and tactics that the company is likely to need to employ in the foreign market.  It is particularly useful to highlight those areas of the marketing mix where the company will face challenges, or where current strategies will have to be adjusted.  The ideas in this section should arise out of the analysis and discussion in the previous parts of the report.  
(You are not expected to cover IMC or pricing as you will not have studied them yet). 
While conducting your analysis you will have found areas where you have had to make assumptions due to a lack of data. In this section highlight to your management what further investigations are required to fill information gaps before final decisions can be made. 
Should restate the main issues that are the subject of the report; review the main findings and results and express them in a general way.  The conclusions should lead into the recommendation section.  Don’t go into detail, and don’t introduce any new ideas – this section is just a re-cap.  
Briefly bring together all recommendations you have made in the report, as well as your overall recommendations relating to whether the market opportunity is worth pursuing, and how to do so.  Recommendations need to be concisely and clearly stated, and flow on from the discussion within the main report. 
In a consistent style (Harvard is recommended) with all required details.  The reference list must match up with sources cited throughout the report.  Check the referencing guides on Blackboard / Assessment / Help with assessments / Referencing. 
An appendix is where any supplementary data or materials are placed.  Think carefully before including one.  If the information is important and relevant it should be in the body of the report and if it is not important or relevant why is it included at all? 


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