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Assessing Potential Markets in Emerging Economies

Words : 3500
    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.

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