A British luxury goods company (real or fictional) has decided to enter one of the BRIC countries. You are asked to write a marketing research report for them. The report should have the following sections:
? Overview of the market: conduct a market potential analysis, which may include the following information:
o Market size and growth using macro or micro indicators
o Main sectors and products
o Characteristics of consumers, segmentation
o Competition: major companies (e.g. Top five)
o Trends and /or problems
o Opportunity for investment
o Trade or professional associations, publications
? Justifications for the chosen market
? Political risk analysis
o A brief summary of the political/economic systems in the country
o Identify the major potential risks for doing business in the market
o How to define and evaluate political risks?
? Recommended market entry option(s)
o Given the risks and opportunities, what is the ?best? market entry strategy
for the company?
Your work should demonstrate a good understanding of the topic based on thorough research and extensive reading. The word limit is 2500 words (Times New Roman 12 font, using 1.5 line spacing). You are allowed to include a reasonable amount of relevant supporting material in the appendix. If you exceed the word limit you will be penalised by receiving a lower grade. All material should be properly referenced according to the Harvard system of referencing used in most academic journals.
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