A large Chinese “record label”, highly successful in its home market, is preparing to enter the US market.
A large American “record label”, highly successful in its home market, is preparing to enter the Chinese market.
Each firm has several “product lines”
recorded music (albums) physical or digital media
licensed/associated products (e.g. concert t-shirts)
For your chosen scenario…
1)Research and describe the “music market” for the country that your firm will enter. (e.g. size of the market, the top two or three major competitors, typical consumer for the product, infrastructure (traditional and Internet), growth potential, cultural, legal and political environment).
2)Choose the “entry vehicle” for the market (partner, joint venture, wholly owned subsidiary). Be specific and explain the logic behind your choice.
3)Of the four “product lines”, which ones should the company emphasize and why? Which ones will not be profitable and why?
4)What is the single biggest threat to the success of your company’s success? Why? What steps can you take to mitigate the risk?
Your final exam should be at least 1000 words, well researched and submitted in a formal paper format, with all references cited.
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