BUS 280-002A Research Paper – DUE Nov 28 - WORTH 35 POINTS - 5 points deducted for each day
You are to research a country’s economic, demographic, legal, and business environment. You are to
choose a product or service and describe why it would be a good idea to export that product to your
chosen country. Explain how it would be successful and make money in this country. You are to explain
how you would market it in this country and how it would differ from the United States.
Make sure to include the following in your report:
Assess the country’s national business environment. Include in this section how globalization is
influencing the country’s jobs and wages, its income inequality, and its culture, sovereignty, and physical
environment? Do not make this more than 1 page of the report
Measure the market potential for your service or product
How does the country rank in terms of its degree of globalization
What benefits (if any) can the country offer to businesses seeking a new market or production base
How would you choose to enter that market i.e. licensing, franchising, joint ventures etc. and explain
Does the country have any multinational companies – if yes, which ones. Are MNCs from other
countries present in this country – if yes, which ones. Will they be competitors? Besides MNCs what
other competition will you face locally?
How will you market your product or service in the country.
What if any currency risk will you face.
Make sure to footnote where you received your information – also do not plagiarize, any thought or
idea from another source needs to be footnoted
This report is to be typed with 1 inch margins and in New Times Roman 12 Font single space, double
space between paragraphs.
Length – 5 – 10 pages not counting endnotes, table, graphs, pictures. It is minimum 5 pages not 4 1/8,
4 ½, or 4 ¾ pages. Place your footnotes at the end of the paper. Place any tables or graphs in an
Bus 280 with Professor Suetterlein
Marketing Product in Foreign Country
Goal Zero Yeti 150 Solar Generator
Sudan, known for its scorching heat and dry land, is home to 5+ Ethnic groups including
Sudanese-Arabs (whom take up about 70% of the population and are predominantly muslim),
Nuba, Fallata, Fur, Beja and other unknown groups. Sudan contains roughly 39.58 million
people according to the World Bank, half of whom are below the poverty line. However, within
the upcoming years we hope to see a reduction in that number in hopes of funds. The GDP
recorded by the World Bank in 2016 was said to reach $176.3 B.
Being from Sudan and having spent a number of years there, I know, to a degree, of how
the countries structure operates, which makes it evident to me what’s needed. Despite the poor
economic and cultural standards the country is submerged in, it is projected that we will
experience a positive shift in the next few years as we all anticipate the termination of the current
presidents term by 2020. This means, integrating improvements in all facets of living that will
expectantly give rise to profound change and economic growth. Khartoum (the capital) and
surrounding areas, which is considered the urban region of Sudan, is home to many upper-class
citizen, all of whom live a fairly wealthy life--above the poverty line. Due to the countries poor
electrical infrastructures and the governments exaggerated need to conserve energy, these
inhabitants are faced with an ongoing dilemma – electricity outage. This occurs anywhere from
5-10 times a month, typically lasting for a few hours. This can cause major disruption to a
persons life when in dire need of electricity, as it is clearly an emergency. I’ve experienced these
outages numerous times, so I know of how necessary such a product is. My experience living
through this troublesome segment of my life gave birth to this idea, the potential distribution of a
moderately priced, portable, solar powered/ chargeable electrical generator in Khartoum, Sudan.
The Goal Zero Yeti 150 Solar Generator would be a great deal in Sudan, and would be in
very high demand. As it is a necessity and meets with the purpose in which all citizens face. This
Solar powered rechargeable generator is a power station that allows USB ports to AC. It’s super
compact, which is a huge plus for the consumer. Not only would this be good to use during a
power outage, but one can also take it wherever he/she likes. An example would be traveling to
the rural regions of Sudan where you might not find electricity. Everything works out perfectly
when you consider Sudans year-round sunlight which can power up the generator when the
battery dies down. Goal Zero Yeti produces this same device with larger number of watts and
even has a lithium powerhouse (also portable) that can power up large devices simultaneously.
This is very attractive to Sudanese citizens, as it is indeed a necessity.
In the year 1997, Bill Clinton, who was then the president of the US imposed
comprehensive trade sanctions upon Sudan. He also blocked assets of the Sudanese government
further impairing trade. Earlier this year (2017), the Obama Administration seized the initiative
to remove these financial sanctions and reverse assets, which will enable trade/investment.
However the US still warns of trade and investment in Sudan due to various reasons. We can see
here as we take a look at this 2015 “Investment Client Statement” which is extracted from The
US Department of State website. This summary reads that, “Currently, the trade and investment
environment in Sudan is not favorable for American firms. Endemic corruption, minimal ground
and air transportation links, very limited banking services, high unemployment, multiple
exchange rates, government misrule, and internal conflicts undermine trade and investment
efforts. There is no American Chamber of Commerce in Sudan, although a U.S.-Sudan Business
Council (USSBC) was formed in late 2014 to promote bilateral trade. In addition, the potential
American investor must be aware of the comprehensive U.S. and international sanctions regime
placed on Sudan. General licenses from the Department of Treasury exempt U.S. exports of
agricultural equipment and inputs, food, medicines and medical supplies, certain educational
activities and exchanges, and information and communications technology products and services
from the sanctions regime. Opportunities thus exist in these areas. Sudan has recently emerged as
an attractive market for U.S.-manufactured agricultural machinery such as tractors, combines,
and pivot irrigation systems, and Sudan’s major dairies began buying thousands of Americanbreed dairy cattle in the past year. Financial transactions with Sudan are difficult to execute, even
for legal and permitted activities. Since mid-2014, correspondent banks have closed accounts of
clients in Sudan and have in many cases refused to conduct financial transactions if Sudanese
individuals, businesses, or institutions were involved – including ones with licenses issued by the
Treasury Department’s Office of Foreign Assets Control (OFAC). Banks and financial
institutions abroad have declined to do business with clients who have any connection to Sudan.”
I found this summary to be of particular interest as it mentions all the complications that
come with conducting financial projects with Sudan. Despite this, there is still potential that one
may embark on exportations if precautions are taken accordingly. Necessities such as a portable
generator I believe for certain will sell. There is already a high demand existing. Sudan has a
market (called the souk in Arabic) containing oil-fueled extremely noisy home generators
(intended to give power to the entire home. Most houses I’ve come across have these. To suggest
to the mass that, “hey, this here is a portable, chargeable generator” is exciting. It can be for
personal use such as working on an important assignment, watching TV, connecting it to the
fridge, charging your phone etc.
As far as globalization goes, Sudan is a gradually developing country as I’ve recently
mentioned, thus, it falls on the lower end of globalized countries. I would add that, within itself,
Sudan is developing very well. Its main exports are gold (accounting for 70% of total exports)
followed by livestock which is about 25% percent and the remaining is oil, Arabic gum, and
cotton. When looking upon statistics of trade relationship between the US and Sudan recorded in
2013 we see that Sudan is ranked at 167th largest goods trading partner. Both imports and exports
reached 98 million dollars; 88 million of which was exported goods and 10 million which was
imported. Furthermore, the US trade surplus with Sudan in 2013 reached $78 million.
The main services in Sudan provided are typically restaurants, in which people occupy to its
fullest capacity. Sudan contains a plethora of fancy restaurants serving the wealthier citizens,
many of whom are college students/young adults. Wages are typically low for lower class
citizens, therefore, they wouldn’t be able to afford such services. Furthermore, the continuous
shift of the value of the Sudanese Pound over the past years has set people in rage. Once again,
Sudan is in the midst of a very pivotal stage and we hope to reach an economical fixation soon.
Notable Companies/MNC’s include:
Some Consumer services are: Air West (Airline), Badr Airlines (Airline), Blue Bird Aviation
(Charter Airline), Dove Air Service (Charter Airline), Green Flag Airlines, Marsland Aviation,
Mid Airlines (Charter Airline), Nova Airways, Sudan Airways (National Airline), Southern Star
Airways, Tarco Airlines (Airline), and Sun Air (Private Airline).
Financials such as banks include: Al Shamal Islamic Bank (Islamic Bank), Bank of Khartoum
(Central Bank), Bank of Sudan (Central Bank), National Bank of Sudan (Private Bank).
Industrials include: Azza Transport (Cargo Airline), Juba Air Cargo (Cargo Airline), Military
Industry Corporation (Sate-Owned Defense).
Oil and Gas Companies include: Greater Nile Petroleum Operating Company, PetroDar, Sudan
Khartoum Refinery Company, Sudapak, Sudapet, White Nile Petroleum Operating Company.
Telecommunications include: Sudatel, Sudani One, Zain Sudani.
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