Foreign Entry Selection

Paper Summary:

This paper discusses the marketing strategies of a fictitious soft drink and how to select the best foreign country as a potential customer for marketing the product. The choices are Canada, Kenya and Australia. Each country is assessed in turn via a five step screening process i.e consideration of the basic need potential, consideration of economic and financial forces, consideration of political forces, consideration of sociocultural forces forces and consideration of competitive forces.

From the Paper:

"The most significant benefit of straight exporting is that it requires the least risk and the least commitment to the Australian market. If manufacturing is in America and the Australian market is not successful, the production efforts can be redirected at other markets. In this way, straight exporting is a flexible option. This is important as it will allow the company to take advantage of any opportunities that arise. For example, if another country or area becomes a viable option, CoolCoff will be able to enter that market quickly and take advantage of the opportunity. This is important since CoolCoff is competing against other dominant brands. To be successful, CoolCoff needs to take advantage of every opportunity."

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