Consultant Group Project: International Expansion for a local beer producer
You are a member of a consulting firm that has been contracted with performing a detailed Country Analysis and Market Entry strategy for a local beer producer wishing to expand into global markets. Your team will analyze the political, economic, legal, and cultural environment of the country; outline the challenges and opportunities of conducting business in that country and provide relevant guidelines and recommendations for entering the market.
Your firm has been contracted to advise on the following items.
1. Conduct an internal assessment of the firms readiness to initiate international business activity. (As much information as you can get if private make some assumptions, estimations if information is unavailable)
2. Assess the suitability of the firms products for foreign markets. (Assess the fitness of the chosen country considering all the dimensions to be assessed see report detail below)
Systematically identify the best markets to target with the chosen product(s).
Estimate the industry market potential, or the market demand, for the product(s) in selected target markets.
Advise of qualified business partners, such as distributors or suppliers.
3. Estimate the company sales potential for the target market.
The team projects will be submitted in 2 parts.
A written report that you will present to your client.
A presentation highlighting the findings of your report the most salient issues and recommendations.
Creativity is encouraged in all presentations. The report and presentation must be professional as if you are presenting to senior management, not as a casual essay or submission.
Feasibility Report
The report and presentation should be more than just a collection of key facts and figures; it should offer valuable management and cultural insights about that country. The beer market is very Brand driven and is targeted to a certain market segment. Make sure you keep this in mind as you discuss cultural and local customs in the country you recommend. Demographics and population size should be a consideration.
A good source for information is the Doing Business in Guides: https://www.msiglobal.org/news-knowledge/doing-business-guides/ (Links to an external site.) Detailed market information is provided by country.
Use charts and graphs wherever possible but explain them. Think creatively to make your presentation professional, well researched and informed. If you are showing videos, show appropriate video clips to support, or produce your own video clips to enhance your presentation, remember you dont have a lot of time to present your findings.
All your sources of information must be clearly referenced. The assignments must be based on research, using online and global library resources and demonstrate your understanding of the readings and course concepts.
THIS IS THE SECTION REQUIRED FOR COMPLETION
B) Country Overview:
Country in question is Spain
Company involved in business report is Ballast Point
1. You will be examining the country from every possible perspective. Areas you will consider include: Economic and business environment, political environment, cultural analysis, industry environment, market opportunity, and market entry strategy recommendations
The countrys economic political situation and risks (if any)
The countrys current economic situation, opportunities, challenges, and risks
Whether the country represents a good opportunity for your products. And, do you recommend entering or not entering that market?
Political environment analysis:
Political system and structure
Stability of government
Future political risks if any
Bribery and corruption risk/index
Research Project Resources:
Passport GMID, by Euromonitor International, is a global market information database and analysis tool containing data and reports across all industries, countries, and consumers.
Company websites: Very often you can download a companys annual reports from its web site, and many companies also keep lists of press releases and articles that have been written about them on the web site. Good market insights can be gained from reading competitors annual reports.
Business Publications and Websites:
Bureau Economic Analysis – www.bea.gov
Global Edge – http://globaledge.msu.edu (Links to an external site.)
Doing Business in Guides: https://www.msiglobal.org (Links to an external site.)
International Trade Administration: https://www.trade.gov/trade-search?q=beer (Links to an external site.) (Good info on import tariffs by country/commodity)
Feel free to use other credible sources
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