BUS 321: International Business Term Paper


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Guidelines for BUS 321 (International Business) Term Paper
1. Select a business in a consumer products industry. It can be a current business in the Gulf region, or it can be a concept for a small start-up. However, you cannot choose a company which you already discussed in one of the DQ. You also cannot work on a product / service which the company already markets in your countries. The assignment is not about describing what some company already does. You must choose something which the company does not currently market in either of your countries. The assignment is for you to think about how to do things.
2. Discuss the resources and capabilities (Chapter 4) of the company, as well as any barriers to trade, transfer of knowhow, or investment that may be present in your countries and relevant to your company’s resources and capabilities. Given the resources and capabilities, and possible barriers, what resources / capabilities might give some competitive advantage in the countries? Which ones are not going to be very useful in the countries?
3. Who are the key competitors in your country for your product / service? Briefly assess their resources & capabilities, noting particularly how easy or difficult it will be to compete with them, given their resources / capabilities. Show how you might be able to learn from the things they do particularly well.
4. Recommend a strategy (export or FDI) for the GCC business to enter the markets in your two countries, and briefly say how the strategy could be implemented. It does not necessarily have to be the same strategy – if conditions in the two countries are sufficiently different, you may need different strategies.
5. Discuss the marketing mix (4 P’s) to be used in your two countries. It does not necessarily have to be the same – if conditions in the two countries are sufficiently different, you may need different marketing.
6. Discuss the differences and similarities in your strategies and marketing for the two countries. What general principles can you recommend for when a company similar to the one you discuss here goes into foreign markets?
maximum 12 pages, 12 point font, 1 inch margins all round.
list of references and tables / figures do not count toward the 12 pages.



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