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Students will be required to prepare an ‘export report’ for a company of their choosing that is seeking to export goods and/or services to foreign markets. This report will have four main modules, each with its own conclusion and recommendations. The four modules will be prepared in three separate pieces as follows:
(i) Part 1 will contain the first two modules. Module 1 is a company situational analysis which includes a product profile, target market profile, an industry analysis and a SWOT analysis. Module 2 contains a global market search in which potential countries are evaluated against criteria in order to create a short list of the most promising markets. These criteria used for analysis will include demographics, economic criteria, infrastructure, local consumption patterns, and the political and legal environment.
(ii) Part 2 will contain the third and fourth modules. Module 3 is an in depth target market analysis looking into the most promising two potential markets in relation to import regulations, foreign exchange rates, country infrastructure, market channel conditions and legal/political environment in target markets chosen based on the analysis done in Module 2 above. Module 4 will contain the entry strategy for the target markets which will include a distribution strategy and exchange rate strategy.
(iii) Part 3 will integrate the four modules into a final report. This report will do an integrative scenario analysis and make an overall assessment of the likelihood of export success in the target market(s) as well as development and discussion of changes in strategy and tactics that are to be used in the case of major changes in operating environment. The final report will contain an executive summary, contents page, an introduction, main body of text, reference list, and final conclusions and recommendations. All analysis must refer explicitly to the data collected for the four modules.
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