Emerging (EM) Country Project Written Part

Emerging (EM) Country Project Written Part

Emerging (EM) Country Project

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Written Part



This project is composed of five parts:


PART I: Executive Summary

PART II: Political/legal/sociological/cultural makeup of the EM country

PART III: Economic environment of the EM country

PART IV: Opportunities/risks and trends in the EM country Emerging (EM) Country Project Written Part

PART V: Entry mode and strategies for the EM country



PART I: Executive Summary


An one and a half to two-page summary of the major points of discussed in parts in the paper. Organize well. Logic is key. No bullets, instead verbalize! The purpose of an executive summary is to give the reader a brief glance at the critical points of your report. It must contain and concisely summarize the key findings of each section. It should be written Last after you have completed with report.



PART II: Political/legal/sociological/cultural makeup of the EM country


Political/legal/sociological/cultural analysis: The data suggested in this analysis includes information that helps the firm make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of information for someone interested in understanding business customs and other important cultural features of the country.


The information in this analysis must be more than a collection of facts. In preparing this material, you should attempt to interpret the meaning of cultural information.


  1. Brief discussion of the country’s relevant history


  1. Geographical setting
  2. a) Location
  3. b) Climate
  4. c) topography


III.        Social institutions

  1. a) Family
  2. The nuclear family
  3. The extended family

iii.        Dynamics of the family

  1. Parental roles
  2. Marriage and courtship
  3. b) Education
  4. The role of education in society
  5. Primary education (quality, levels of development, etc.)
  6. Secondary education (quality, levels of development, etc.)
  7. Higher education (quality, levels of development, etc.)
  8. Literacy rates
  9. c) Political System
  10. Political structure
  11. Political Parties

iii.        Stability of government

  1. Special taxes
  2. Role of local government
  3. d) Legal System
  4. Organization of the judiciary system
  5. Code, common, socialist, or Islamic-law country?

iii.        Participation in patents, trademarks and other conventions

  1. e) Organizations
  2. Group behavior
  3. Social classes

iii.        Clubs, other organizations

  1. Race, ethnicity and subcultures
  2. Business customs and practices


  1. Religion and aesthetics
  2. a) Religion and other belief systems
  3. Orthodox doctrines and structures
  4. Relationship with the people

iii.        Which religions are prominent?

  1. Membership of each religion Any powerful or influential cults?
  2. b) Aesthetics
  3. Visual arts (fine arts, plastics, graphics, public arts, colors etc.)
  4. Music

iii.        Drama, ballet, and other performing arts

  1. Folklore and relevant symbols


  1. Living conditions
  2. a) Diet and nutrition
  3. Meat and vegetable consumption rates
  4. Typical meals

iii.        Malnutrition rates

  1. Foods available
  2. b) Housing
  3. Types of housing available
  4. Do most people own or rent?

iii.        Do most people live in one-family dwellings or with other families?

  1. c) Clothing
  2. National dress
  3. Types of clothing worn at work
  4. d) Recreation, sports, and other leisure activities
  5. Types available and in demand
  6. Percentage of income spent on such activities
  7. e) Social security
  8. f) Health Care


  1. Language
  2. a) Official language(s)
  3. b) Spoken versus written language(s)
  4. c) Dialects



PART III: Economic environment of the EM country


There are two broad categories of information: general economic data that serve as a basis for an evaluation of the economic soundness of a country and information on channels of distribution and media availability. The guideline focuses only on broad categories of data and must be adapted to the particular company and its product needs.


  1. Introduction


  1. Population
  2. a) Total
  3. Growth rates
  4. Number of live births

iii.        Birth rates

  1. b) Distribution of population
  2. Age
  3. Sex

iii.     Geographic areas (urban suburban, rural density and concentration)

  1. Migration rates and patterns
  2. Ethnic groups


III.        Economic statistics and activity

  1. c) Gross national product (GNP or GDP)
  2. Total
  3. Rate of growth (Real GNP or GDP)
  4. GDP per capita, PPP
  5. Average family income
  6. d) Distribution of wealth
  7. Income classes
  8. Proportion of the population in each class

iii.        Is the distribution distorted?

  1. e) Minerals and resources
  2. f) Surface transportation
  3. Mode
  4. Availability

iii.        Usage rates

  1. Ports
  2. g) Communication systems
  3. Types
  4. Availability

iii.        Usage rates

  1. h) Working conditions
  2. Employer-Employee relations
  3. Employee participation

iii.        Salaries and benefits

  1. i) Principal industries
  2. What proportion of the GNP does each industry contribute?
  3. Ratio of private to publicly owned industries
  4. j) Foreign Investment
  5. Opportunities?
  6. Which industries?
  7. k) International trade statistics
  8. Major exports
  9. Dollar value
  10. Trends
  11.          Major imports
  12. Dollar value
  13. Trends

iii.        Balance-of-payments situation

  1. Surplus or deficit?
  2. Recent trends
  3. Exchange rates
  4. Single or multiple exchange rates?
  5. Current rate of exchange
  6. Trends
  7. l) Trade restrictions
  8. Embargoes
  9. Quotas

iii.        Import taxes

  1. Tariffs
  2. Licensing
  3. Customs duties
  4. m) Extent of economic activity not included in cash income activities
  5. Counter trades
  6. Products generally offered for counter trading
  7. Types of counter trades requested (i.e. barter, counter purchase, etc.)
  8.          Foreign aid received
  9. n) Labor force
  10. Size
  11. Unemployment rates
  12. o) Inflation rates


  1. Developments in science and technology
  2. a) Current technology available (computers, machinery, tools etc.)
  3. b) Percentage of GNP invested in research and development
  4. c) Technological skills of the labor force and general population


  1. Channels of distribution (macro analysis)

This section reports data on all channel middlemen available within the market. Select a specific channel as part of your distribution strategy for your marketing plan

  1. a) Retailers
  2. Number of retailers
  3. Typical size of retail outlets

iii.        Customary markup for various classes of goods

  1. Methods of operation (cash/credit)
  2. Scale of operation (large/small)
  3. Role of chain stores, department stores specialty shops
  4. b) Wholesale middlemen
  5. number and size
  6. Customary markup for various classes of goods

iii.        Method of operation (cash/credit)

  1. c) Import/Export agents
  2. d) Warehousing
  3. e) Penetration of urban and rural markets


  1. Media


This section reports data on all media available within the country or market. Select specific media as part of the promotional mix and strategy for your marketing plan.

  1. a) Availability of media
  2. b) Costs
  3. Television
  4. Radio

iii.        Print

  1. Other media (cinema, outdoor etc.)
  2. c) Agency assistance
  3. d) Coverage of various media
  4. e) Percentage of population reached by each of the media



PART IV: Opportunities/risks and trends in the EM country


Company objectives may vary from market to market and from time to time; the structure of international markets also changes periodically and from country to country; and the competitive, governmental, and economic parameters affecting market planning are in a constant state of flux. These variations require international executives to be especially flexible and creative in their approach to strategic planning.


  1. Introduction


  1. The Product
  2. a) Evaluate the product as an innovation as it is perceive by the intended market.
  3. Relative advantage
  4. Compatibility

iii.        Complexity

  1. Trialability
  2. Observability
  3. b) Major problems and resistance to product acceptance based on the preceding evaluation


III.        The Market

  1. a) Describe the market(s) in which the product is to be sold
  2. Geographical region(s)
  3. Forms of transportation and communication available in that (those) region(s)

iii.        Consumer buying habits

  1. Product-use patterns
  2. Product feature preferences
  3. Shopping habits
  4. Distribution of the product
  5. typical retail outlets
  6. Product sales by other middlemen
  7. Advertising and promotion
  8. Advertising media usually used to reach your target market(s)
  9. Sales promotions customarily used (sampling, coupons, etc.)
  10. Pricing strategy
  11. Customary markup
  12. Types of discounts available


  1. b) Compare and contrast your product and the competition’s product(s).
  2. Top regional and local EMF’s as competitors
  3. Strengths/weaknesses
  4. Short/long-term threats
  5. Competitor’s product(s)
  6. Brand name
  7. Features
  8. Package
  9. Competitors’ prices
  10. Competitors’ promotion and advertising methods
  11. Competitors’ distribution channels
  12. c) Market size
  13. Estimated industry sales for the planning year
  14. Estimated sales for your company for the planning year
  15. d) Government participation in the marketplace
  16. Agencies that can help you.
  17. Regulations you must follow



PART V: Entry mode and strategies for the EM country


  1. Objectives for market entry
  2. a) Market-seeking motive
  3. Attaining economy of scale
  4. Product portfolio expansion
  5. b) Efficiency-seeking motive
  6. Local production/local market

1)         Labor-intensive production

2)         Knowledge-intensive production

  1. c) Resource-seeking motive
  2. Securing raw materials
  3. Low cost production inputs
  4. d) Factors affecting entry method
  5. Transfer of experience
  6. Uniform global image

iii.        Control and coordination

  1. Cost of entry
  2. Cultural affinity or lack thereof
  3. Timing of entry
  4. First-mover advantage
  5. Latecomer advantage


  1. Entry Mode
  2. a) Trade-based entry mode
  3. Exporting
  4. Indirect exporting

iii.        Bidding for global tenders

  1. Outsourcing
  2. b) Contractual entry mode
  3. Licensing
  4. Type of licensing (field of use)
  5. Cross-licensing
  6. Franchising

iii.        Technology transfer

  1. Management contracts
  2. Contract manufacturing or subcontracting
  3. Turnkey projects

vii.       Strategic alliance

  1. c) Investment entry mode
  2. Marketing subsidiary
  3. Joint venture

iii.        Wholly-owned subsidiary

  1. Acquisition
  2. Greenfield investment



Appendices – References

If you have any Appendices, please make sure that you have a Table of Content for the Appendices. Each Appendix should start on a separate page with the title and number on the top of the page.


When referencing sources you can use the MLA or the APA approach. Either approach is okay as long as you are consistent throughout the entire paper. Just listing a web URL is not acceptable!


One easy way to do: put the author’s name and date after the citation (author name, 2011) and then in the list of References, at the end of the paper, list the actual reference with all the necessary information.

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