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This project is intended to enhance your understanding of global marketing through preparing a global marketing entry plan.


You should pretend to be a firm (either one already existing in the US, or one that you choose to invent as a

group). Your firm has decided to enter a new country that it does not already do business in. Further your firm

has decided to enter with all (or fewer, can be as few as one) products from the current product portfolio. You

have to write a Global Marketing Entry Plan for a target market in the country you have chosen to enter into.

How to:

Read chapter 12 (especially Exhibit 12.1 on page 356) on Global Marketing Management thoroughly.

Concentrate on the sections called “Planning Process”.

Your paper will consist of a full report based on the Phases (concentrate on phases1-3) in developing the Global

Marketing Entry Plan for your firm. You will have to make decisions on many aspects of the global entry as a

group (e.g. country of choice, target markets, product portfolio for entry, budgets, the 4Ps of the Marketing mix,

leadership/management style, personnel, cultural adjustments, and ethical considerations). Further, you will also

have to justify your choices within the context of the information you possess.

Examples of marketing plans are available in your text, on the web and in the library in many other marketing

textbooks. There is an additional working example in your MKT 301 textbook (the prerequisite for this course).

Use any of those plans as a template. Just remember that you are introducing this product internationally and

not in the US. Research the country of your choice thoroughly. Do not leave any stone unturned in

understanding the country and its geography, culture, people, demographic variables, history, mythology,

habits, art, religions, family and social structures, foods, competitors, political structure, legal structure and any

other variable that you think is important and might impact your entry into that market adversely.


Page length 12-15 pages (all inclusive), double spaced

Provide full descriptions of all the decisions you make. For example, if you choose only one product line

(e.g. shampoo) as your entry product, describe the line (including fragrances, sizes, shapes, forms etc.)

in your report. Pictures will help.

Justifications have to be provided for all your decisions. For example, if you choose to enter via strategic

alliances, explain why, and briefly remark on why other forms of entry (e.g. exporting, franchising, and

joint ventures) would not work. Similarly tell me why you chose your country (e.g. Japan) and why not

other similar countries.

Describe the (any) modifications you would make to the 4 Ps in order to adapt to the new target market

and why you would do so.

Make reasonable assumptions for budgets and expected sales.


Written paper due on by 11:59pm on December 10


(no emails accepted).

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Explanation & Answer



Global Marketing Entry Plan
Institutional Affiliation




Global Marketing Entry Plan
Companies are in the wake of globalization expanding their operations into new markets to retain
their competitiveness. However, the business environment of one country differs from the rest.
Venturing into a new market, therefore, requires that the company can adapt to the new
environment from which they are set to operate in. Proper analysis of the new market must,
therefore, be carried before the final decision has been made (Chen & Wang, 2010). On the other
hand, there are the various ways through which the company may gain entry into the new
market. The management may decide to enter as full ownership, licensing or franchising. This
will be dependent on the ease of doing business in the country. This paper shall be looking at the
global market entry plan for Walmart into the Kenyan market, one of the fastest growing
countries in the African region. The paper shall also be looking at the best method of entry into
the market as a way of concurring the market.
About Walmart
Walmart is by far the largest retail company in the world today. Over the years, the company has
been expanding her operations into the different countries, and currently, they are in 28 countries
across the globe. The management of the company is not relentless on maintaining their leading
position in the retail industry. This has been proven by the acquiring of 6.1% of Massmart Retail
Company in South Africa. The company operates over 400 stores in over 12 countries across the
Walmart as an organization has a unified business approach where they seek to offer quality to
their customers at prices lower than their competitors. This has made them the number one



choice for most of the customers in countries where they operate in. This is in addition to their
strategic positioning where customers can easily identify their stores and shop conveniently. In
the wake of e-commerce, the company has introduced their online platforms where customers
could order for their goods and have them delivered at the convenience of their homes. This has
added to their competitive advantage even gaining more customers as a result.
The financial status of the company
Walmart as earlier indicated is the largest retail company in the world. Having been in operation
since the mid-20th century, the company has tremendously grown and increased her operations
to what it is today. They have been through the financial crisis moments and successfully
emerged victorious. This owes to her presence in some of the greatest economies across the
world that aided in reducing the chances of bankruptcy.
On the other hand, the company sources her products direct from the producer. This means that
there are no middlemen in the transaction. Their profit margins are therefore higher than those of
their competitors. Most of the stores owned by Walmart are either fully acquired, or the company
builds the same from scratch. As such, they can reduce the cost of running business since they do
not have to pay monthly remittances to building owners. Their vision and mission statements that
are in line with their business approach also makes them the choice for many companies.
Meeting the sales target is therefore almost guaranteed. The company is set to remain profitable
for the better part of the foreseeable future.
Financial limitations
The largest market share of the company is in America where it was initiated. They have over the
years prided themselves to having served the American population with minimal cases of



dissatisfaction. However, the company is yet to realize her full potential regarding revenue
generation owing to particular factors.
Walmart is yet to venture into some of the markets with the greatest potential. This reduces their
financial capability as they are yet to cease some of the opportunities available at their disposal.
Africa is by far the next big thing economically. The changes in economic and social
development mean t...

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