Overview
In this project, you will develop a board-level international market entry strategy for a U.S.-based company seeking to expand into a non-OECD emerging market. Your analysis should integrate concepts from international business, including trade theory, cultural intelligence, legal and regulatory analysis, market entry strategies, and financial feasibility.
Your final recommendation should demonstrate strategic thinking supported by research, data analysis, and course concepts.
Business Scenario:
A U.S.-based health technology company has developed a successful telehealth platform that has been widely adopted in the U.S. market. The company is now planning to expand into Latin America or Sub-Saharan Africa and has asked your consulting team to evaluate international opportunities.
As consultants, your team will present a strategic recommendation to a simulated Board of Directors and international investors, identifying the most attractive country for expansion, the optimal market entry strategy, and a comprehensive commercialization plan.
Project Deliverables:
1. Country Selection and Macro-Environmental Analysis (25 points)
Evaluate three potential countries using a weighted decision matrix based on at least six evaluation criteria, such as:
GDP growth
Healthcare infrastructure
Digital penetration and internet access
Regulatory environment
Political stability
Cultural distance
Ease of doing business (optional)
Economic outlook (optional)
After selecting the strongest market, conduct a PESTLE analysis (Political, Economic, Social, Technological, Legal, and Environmental) focused specifically on opportunities and challenges for the health technology industry.
2. Cross-Cultural and Legal Framework (25 points)
Analyze the cultural and legal environment of your selected country by applying:
Cultural Analysis
Hofstede’s Cultural Dimensions
Trompenaars’ Cultural Dimensions
Discuss how cultural differences may influence:
Business negotiations
Leadership and management practices
Customer adoption
Marketing communications
Platform localization
Team management
Legal and Regulatory Analysis
Evaluate the country’s legal environment, including:
Data privacy and cybersecurity regulations
Healthcare regulations and licensing requirements
Intellectual property protection
Foreign investment regulations
Market entry restrictions
Any other legal considerations relevant to telehealth services
3. Market Entry and Commercialization Strategy (30 points)
Develop and justify a comprehensive market entry strategy.
Your analysis should include:
Selection and justification of the most appropriate entry mode (e.g., exporting, licensing, joint venture, strategic alliance, acquisition, or wholly owned subsidiary)
Product and service localization strategy
Marketing and customer acquisition strategy
Distribution and sales channels
Partnership strategy, including identification of potential local partners (e.g., hospitals, insurers, government agencies, NGOs, telecommunications companies, or technology firms)
Pricing strategy appropriate for the target market and customer purchasing power
Support your recommendations with evidence from industry research and international business theory.
4. Financial Feasibility and Risk Assessment (20 points)
Develop a financial and risk analysis for the proposed expansion.
Include:
A three-year pro forma revenue forecast
Clearly stated financial assumptions
Estimated startup and operating costs
Break-even analysis
The five most significant country-specific risks
A probability-impact risk matrix
Risk mitigation strategies for each identified risk
Report Requirements
Length: 21 pages (excluding title page and references)
Format: APA 7th Edition
Include tables, figures, and charts where appropriate to support your analysis.
Cite a minimum of 15 credible academic and professional sources, including peer-reviewed articles, STATISTA, government publications, international organizations (e.g., World Bank, IMF, WHO), and reputable industry reports.
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