Option #1: Successful International Retail Strategy Essay
Many global retailers are targeting China, India, and other emerging markets because of the great potential for growth and the opportunity to seize large portions of market share. Choose a retail company that is in one of these markets and in a paper format, analyze the effectiveness of the company's chosen entry strategies for the country. Apply the entry strategy process outlined in the lecture and text and use current research to uphold your thoughts. Include the following in your analysis.
- Explain the strategies the company used and effectiveness of these strategies.
- Identify ethical implications that might arise for these global retailers.
- Recommend future e-commerce offerings that might be used by companies.
Your paper should be 3-4 pages in length, double-spaced, and conform to APA Requirements. Include at least three scholarly references in addition to the course textbook.
Textbook: Cateora, P., Gilly, M., & Graham, J. (2013). International marketing (16th ed.). New York, NY: McGraw-Hill/Irwin. (Chapters 12 & 15 )