Foreign Market Entry Modes

Assignment Overview

This case analysis is designed to encourage you to conduct an analysis of a foreign market entry mode decision for CorePower Yoga, the Colorado headquartered company. Studies have found Yoga’s meditation treatment effect to release stress among adults and children. Yoga studios are burgeoning in USA due to this and other facts, and CorePower Yoga has become the national’s largest yoga studio chains.
Case Reading

Alexander, Gina, PhD,M.P.H., M.S.N. (2013). Self-care and yoga–academic–practice collaboration for occupational health. Workplace Health & Safety, 61(12), 510-3. doi:https://dx.doi.org/10.3928/21650799-20131206-02.

Corporate yoga ~ Revive your wellness program. Corporate Wellness Magazine. Retrieved from https://www.corporatewellnessmagazine.com/worksite-wellness/wellness-program/

Kraemer, J. M., & Marquez, D. X. (2009). Psychosocial correlates and outcomes of yoga or walking among older adults. The Journal of Psychology, 143(4), 390-404.

Marques, C. S., Ferreira, J., Rodrigues, R. G., & Ferreira, M. (2011). The contribution of yoga to the entrepreneurial potential of university students: A SEM approach. International Entrepreneurship and Management Journal, 7(2), 255-278. doi:https://dx.doi.org/10.1007/s11365-010-0157-9

Palmioli, G. & Heal, A. (2014). Structural economic reform in China: The role of the Shanghai Free Trade Zone. Trade Insights, 3, 1-13. Retrieved from https://www.unescap.org/sites/default/files/Trade%20Insights%20-%20Issue%20No.%203.pdf

Reeves, A. (2007, May 15). Yoga wear maker bringing cosmic attitude to U.S. market. Investor’s Business Daily.

Schultz, E. J. (2012). How Corepower Yoba stretches its resources to maximize branding. Advertising Age, 83(37), 24-n/a.

Simpson, D. (2013, May 24). China: The new yoga superpower. Retrieved from https://yogainternational.com/article/view/china-the-new-yoga-superpower
Case Assignment

Assume that CorePower Yoga Founder Trevor Tice plans to expand into foreign markets and builds yoga studios around the world. The first country the company wants to go into is China. You are hired as a marketing consultant to evaluate the opportunities for CorePower Yoga in China and propose the best entry strategy into China. You will write a memo to the top management of CorePower Yoga regarding the following issues.

What is the best way to enter the Chinese market? Evaluate and explain the key environmental factors in China that the company needs to consider.
Which of the foreign market entry mode(s) would work best for CorePower Yoga? Explain your position.
What would you advise, and why?

Assignment Expectations

Write clearly, simply, and logically. Your memo should be 1-3 pages long (single space for memo), excluding title pages and references, but quality of writing is more important than length. Check the following link for business memo format: https://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.

You are writing from a consultative position. Your argument should be definitive and concise. You need to take a position on what the company should do and consider when entering this market. Support that position with solid facts and research.

Back up your positions or opinions with references to the required reading found in the Modules 1-2 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

The “why” is more important than the “what.”
The defense of your positions on the issues is more important than the positions you take.

Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

Avoid redundancy and general statements such as “Social factors impact CorePower’s entry into China.” Be specific and make every sentence count.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Other References to use:

Cherunilam, F. (2010). Chapter 5: Market selection. International Marketing: Text and Cases. Mumbai, IND: Himalaya Publishing House. ProQuest ebrary.

Cherunilam, F. (2010). Chapter 6: Market entry strategies. International Marketing: Text and Cases. Mumbai, IND: Himalaya Publishing House. ProQuest ebrary.

Gülsoy, T., Özkanli, Ö., & Lynch, R. (2013). Effective international expansion strategies of emerging countries: The strategies that helped arcelik. Management Research Review, 36(1), 4-32. doi:https://dx.doi.org/10.1108/01409171311284567

Huber, F., Lenzen, M., Meyer, F., & Weihrauch, A. (2013). Brand extensions in the platform countries of Asia – effects of fit, order of market entry and involvement. Journal of Brand Management, 20(5), 424-443. doi:https://dx.doi.org/10.1057/bm.2012.50.

Kim, W. C., & Hwang, P. (1992). Global strategy and multinationals’ entry mode choice. Journal of International Business Studies,23(1), 29.

Madden, N. (2003). China’s power brands eye global expansion. Advertising Age, 74(2), 12-13.

Omar, M., & Porter, M. (2011). Reducing risk in foreign market entry strategies: Standardization versus modification.Competitiveness Review, 21(4), 382-396. doi:https://dx.doi.org/10.1108/10595421111152174.

Shipley, M. F., Johnson, M., Pointer, L., & Yankov, N. (2013). A fuzzy attractiveness of market entry (FAME) model for market selection decisions. The Journal of the Operational Research Society, 64(4), 597-610. doi:https://dx.doi.org/10.1057/jors.2012.59

Tan, D. (2009). Foreign market entry strategies and post-entry growth: Acquisitions vs greenfield investments. Journal of International Business Studies, 40(6), 1046-1063. doi:https://dx.doi.org/10.1057/jibs.2009.1

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from https://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from https://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved fromhttps://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved fromhttps://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved fromhttps://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from https://owl.english.purdue.edu/owl/resource/659/03/
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