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Market Attractiveness

Market Attractiveness

Market Attractiveness


You work at TalkBox, a company that develops and supports software solutions for workforce collaboration. Its vendors include a number of multinational corporations in English-speaking companies. TalkBox is considered a technology, media, and telecom (TMT) business. Following recent and rapid growth, TalkBox is considering expansion into a variety of global markets.

In order to prepare the leadership team for success in assessing these markets, your supervisor, Jim Novik, has asked you to create a presentation comparing the market attractiveness of two countries from the list previously culled from the leadership team. After choosing the two countries, you will gather information about the most important factors relating to TalkBox and explain the specific risks of internationalization. In addition, you will explain how different entry modes could be employed by TalkBox leadership.


TalkBox logo



Your supervisor, Jim, would like you to present your findings to the leadership team at its next meeting. He’s asked you to include the following:

· Identify key market factors in two countries. As you work, consider which factors most relate to TalkBox specifically. Although the leadership team created this country list, it is relying on you to provide the most relevant information. Explain which factors of these two foreign markets are most attractive to TalkBox, and why. Remember that TalkBox is in the TMT sector. Be sure to do the following:

· Use two countries from the provided list.

· Describe the key factors as they relate to the TMT sector in the two chosen countries.

· Explain why your two chosen markets are the most attractive to TalkBox, based on the factors.

· In your presentation, provide a brief analysis of different entry-mode options, including the potential benefits and drawbacks of each option.

· Internationalization comes with numerous risks; describe at least three risks of TalkBox’s choice to move into the international market in these two countries. Tip: One country may have notably fewer risks than another.


What to Submit

Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:

Presentation Use the  Market Attractiveness template  to complete a 10- to 15-slide presentation with detailed information on the slides, not in speaker notes.

Supporting Materials

The following resource(s) may help support your work on the project:

Citation Help Need help citing your sources? Use the CfA Citation Guide and Citation Maker.

Document:  Country List Choose two countries from this list; make sure to choose countries from different continents.

Website:  A Global Foreign Direct Investment Country Attractiveness Index Use this website to compare market factors of different countries. It compares the attractiveness of foreign direct investment (FDI) worldwide.

Website:  Global Risks of Highest Concern for Doing Business Use this website to compare market factors of different countries. Use the drop-down menu in the upper right-hand corner to choose a country, and the site will show an index of 29 market factors, as well as that country’s rating in each factor. Website:  U.S. Government International Economics Accounts List Use this website to compare market factors of different countries. The site lists links to potentially relevant information, mostly related to the United States. Website:  WIPO Facts and Figures 2017 Use this website from the World Intellectual Property Organization to compare market factors of the United States, China, Japan, Germany, and the Republic of Korea. This site has information specific to the TMT market.


As you read through this section, consider the following questions:

· What are the main types of regional economic integration?

· What are some of the major regional economic agreements across national boundaries?

· What are two ways that regional economic integration can help global companies expand abroad? (Section 14.1, 14.2, and 14.4)

This chapter explores the fundamentals of global marketing. It examines income and market share of competing companies and how infrastructure concerns and labor force demographics can guide the decision-making process of foreign expansion.

As you read through these sections, consider the following questions:

· How are international and domestic marketing different?

· What are the advantages and disadvantages of establishing a global brand?

· How do local infrastructure and technology concerns impact the decision to source materials domestically rather than globally? +

As you read, consider the following questions:

· How can a company gather data and initiate the process of conducting research on a foreign market that it is seeking to expand into?

· What factors are most likely to determine the success or failure of a business’s entry into a foreign market?

· What are the key global market opportunity assessment metrics?






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