In this assignment you will analyze the case study by After BRICS: Choosing from Other Emerging Markets and then respond to the questions below in a short paper format. Be prepared to discuss your rationale during the live session.
- You have been hired by GENICON as global strategy consultants. Your task is to select three (3) countries to target for entry (beyond GENICON’s current markets listed in the case).
- What are the STEP (Social, Technological, Economic, and Political) factors that GENICON must consider when making the choice of which market to enter?
- Which three markets are the most attractive choices for GENICON based purely on financial measures? (Please conduct research to obtain these measures from online data sources.)
- Which three markets are the most attractive choices for GENICON based on non-financial data, such as:
- Ease of Doing Business Rankings (Links to an external site.) https://www.doingbusiness.org/en/rankings
- Corruption Perception Index (Links to an external site.) https://www.transparency.org/en/cpi/2021
- Hofstede Index (Links to an external site.) https://geerthofstede.com/gert-jan-hofstede/ongoing-research-gert-jan-hofstede/
- Besides the three indexes hinted at above, what other indexes can you bring to bear on this assignment?
- Combining the data you have collected on the potential markets with your “managerial instincts,” what three countries are the best fit for GENICON’s products, business model, distribution strategy, and future revenue opportunities?
Please limit your paper to 3 pages (double or single spaced). Be sure to use evidence from the readings and other scholarly sources to support your rationale. These references should be cited properly. You may use any writing system, however keep in mind that you are practicing business writing and your work should reflect those standards.
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