Introduction:
This case analysis is designed to encourage you to conduct an analysis of a market entry mode decision.
Case Assignment
PSION, the British developer of the world's first palmtop computer, failed to enter the U.S. market in the 1990s. Since then it has re-invented itself, and has developed a new platform for a modularized computer. Assume that you are tasked today with advising the Marketing Manager of PSION on the question of how best to enter the US market with it's new Omnii platform. What would you advise, and why?
CASE EXPECTATIONS
Use information from the background readings as well as any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.
The following will be assessed in particular:
Your demonstrated understanding of the various forms of market entry mode and the issues associated with each.
Your ability to conduct an analysis on the basis of which you make a recommendation for a mode of market entry.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
- Focus
- Breadth
- Depth
- Critical thinking
- Effective communication skills
Sources relevant to the case:
Anonymous. (2010). Psion Takes Wraps Off Modular Mobile Computing Platform. Health & Beauty Close - Up. Jacksonville: Oct 4. Retrieved from the Proquest database on May 22, 2011.
Anonymous. (2010). Psion Launches Omnii Platform. Professional Services Close - Up. Jacksonville: Sep 30. Retrieved from the Proquest database on May 22, 2011.
Wray, R. (2010). Psion's new take on internet business. Psion is encouraging its customers to adapt its products and then share that knowledge with everyone online.