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Prepare an investment report for the Senior Management team of PAG that explores the following criteria:
1) An economic analysis of your chosen economy (40%)
2) Your mode of entry (25%)
3) The challenges that the political and business culture may present (25%)
4) The remaining 10% will be scored on the conclusion (5%) and the quality of your
writing and referencing (5%)
Report Brief:
PAG is a well established UK based multinational. It has a turnover of £1.1bn per annum selling well-known branded domestic cleaning products, bathroom and kitchen cleaners, and toiletries, soap, deodorants etc. It derives 2/5 of its sales from the UK with the remainder coming from North America. The company considers these markets to be mature and believes that growth will be, at best incremental if not negative. In its core markets it faces increased competition from supermarkets as they push the company harder for better deals and promote their own brands. PAG does not make products for any supermarkets or any other supplier.
PAG is keen to establish itself in the new markets but not at any cost. It is concerned about the business culture and the consumer culture in these new markets and wants to understand them. Understanding the dynamics of the economy, spending, saving and income distribution as well as the growth prospects of the economy are similarly of vital
importance to PAG.
PAG is proud that it was able to come through the recession relatively unscathed; this it attributes to its ability to select the right product for the right market. Its products span the price range, from budget to premium brand. In the past it has adopted a fairly conservative approach to penetrating new markets with one or two products targeted at a segment of the market. It then seeks to build upon these bridgeheads and expand further into the market.
You are expected, based upon your understanding of the economy and its growth potential, to recommend an entry strategy. Given the nature of the products and their low value to weight ratio PAG generally produces in the country that it sells in. Normally it does this itself. It so far has not licensed production and has opted for a mixture of acquisition and Greenfield investment modes. It depends very much upon the country and the market. You should theoretically work through the options in relation to your target market and combine that with your knowledge of the country to recommend an entry mode.
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