- The Task
Emerging economies are becoming key targets for companies wanting to expand in international
markets. Often BRICS (Brazil, Russia, India, China, and South Africa) have been synonym to
emerging markets.
Star Trucks Ltd. is a trucks manufacturing company, with a production plant in Bedford, UK, and Head
Office in London, UK. It markets its trucks mainly in the EU (European Union), the Middle Eastern, and
other Mediterranean Region markets. Management has realised that these markets are nearly saturated
and its new strategy is to go worldwide and get a good foothold in emerging markets.
Assume you are General Manager of a marketing consulting firm, Market Solutions International Ltd. The
CEO of Star Trucks Ltd. has approached you to assess opportunities in the emerging markets. The
following is the Brief you are given by the CEO:
“Considering Star Trucks Ltd. being a medium sized company we want to expand cautiously and
step by step. While operating in all BRICS economies is a long term objective at first we want to
identify the most prospective market to enter. To identify this market we need to research one
country in each of the continents. i.e.:
Brazil (from South America)
India (from Asia), and
South Africa (from Africa)
We want to know which of these three markets the firm should enter first, therefore we want you
to undertake a comparative analysis. In your analysis examine the investment environment,
effects of governments’ interventionist policies, the market potential, the impact of regional
integration initiatives, if any, and related issues with a clear identification of opportunities and
threats in each of these markets. Recommend which country should the firm entre first, explain
why, and indicate how it should enter this market with justification. Resource wise, we are
confident that we will have no problem to undertake the opportunities your report will identify for
us”.
Based on the above Brief prepare a report to the attention of the CEO of Star Trucks Ltd.