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BA0910 2016-2017 Sem2 - CA1&2 (Handout)(3).docx

BA0910 2016-2017 Sem2 - CA1&2 (Handout)(3).docx -...

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International Business Strategy (BA0910) Diploma in Business Administration SINGAPORE POLYTECHNIC Prepared by: Andre Han BUSINESS SCHOOL Moderated by: Andrew Tan 2016/2017 SEMESTER TWO CA1 & CA2 Date: October 2016 FOREIGN MARKET ENTRY PROJECT 1. INTRODUCTION The Foreign Market Entry Project is a 2-part continual assessment (CA), CA1 and CA2, for the International Business Strategy module. You are part of a team of business executives working for a company that competes in the Mass Grocery Retail (MGR) Industry in Singapore. Your company is contemplating venturing overseas to a foreign market. Before making that decision, the management has tasked your team to analyse the competitiveness of the MGR industry in, and recommend the strategies to adopt for entering, the target market. 2. OBJECTIVES OF THE CONTINUAL ASSESSMENTS a. CA1 – External and Internal Environment Analysis i. Identify the macro-environment factors affecting, or that could affect, the MGR industry in the target market. ii. Identify the internal environment factors within the assigned company. iii. Analyse the implications of these factors for the MGR industry in, or the assigned company expanding into, the target market. b. CA2 – Industry Competitiveness Analysis and Strategy i. Equip you with a tool and framework for industry competitiveness analysis. ii. Analyse, using Porter’s Five Forces framework, the competitiveness of the MGR industry in the target market. iii. Recommend strategies to adopt for entering the target market. In addition, you will also: Develop research skills and ability to identify useful resources on the target country. Acquire critical thinking and analytical skills in evaluating the foreign market Exercise judgement and decision making through developing strategies for foreign market entry. 3. PROCESS You are to work in the same groups for both CA1 and CA2. Each group will be ASSIGNED a company from the list below: IBS CA1 & CA2 1
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International Business Strategy (BA0910) Diploma in Business Administration Assigned Company Specified Industry Target Market NTUC Fairprice Mass Grocery Retail Thailand NTUC Fairprice Mass Grocery Retail India Dairy Farm International Mass Grocery Retail Myanmar Sheng Siong Group Mass Grocery Retail Vietnam This project will involve both primary (ethnography) and secondary research. Apart from field trips, you are also expected to use the data bases that are listed in Appendix 5. IBS CA1 & CA2 2
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International Business Strategy (BA0910) Diploma in Business Administration 4. CA1 REQUIREMENTS CA1 must include the following: a. Introduction and Overview b. Macro-Environment Analysis Identify and evaluate macro-environment factors that are relevant to your business in the target market. You may use the STEEP framework, or any relevant tool.
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