Imagine that you're a marketing executive for a consumer
products company that is considering its options to go global by
entering the Asian market. After conducting extensive research, you
have determined that globalization is the logical next step for
your company. You have been tasked with presenting your
findings/recommendations about moving forward to the company’s CEO.
As part of your analysis, please address the following:
- How does a company become global—specifically, what are the
various stages of globalization?
- What does your company need to do to realize the full potential
- Identify and describe the key success factors your company
would need to accomplish in order to enter the Asian
marketplaces—especially the large and fast-growing Chinese
- Although the market entry method is one of several factors that
could influence success in the Chinese market, describe what entry
mode you would recommend instead to help ensure the highest
probability of a successful entry into the Chinese market.