Assignment 3: Entry Strategy

D – Assignment 3: Entry Strategy

1. Description of the task

Assignment 3 requires you to write a REPORT presenting a current (2015-16) scenario, plus a forecast based on this scenario for 4-5 years to 2020 for Taratap’s possible entry into Kenya. This assignment will build on material from Assignment 2 by covering issues relating to potential market, industry and competitor analysis, modes of entry and other relevant factors addressed in topics 7 to 11 of the Unit and your wider research.

• Assignment 3 must include a market analysis, industry analysis, competitor analysis and SWOT analysis relevant to the company and the country using the information provided in the Assessment Overview
• This must be combined with the analysis of the environmental material in the Assignment 2 report to develop recommendations as to the mode of entry Taratap should use for entry into Kenya.
• There should be recommendations as to the strategy and structure the company should use in implementing its market entry decision.

Report content

Report structure

2. Format of assignment

The aim of the assignment is to present a formal written report with headings and a clear logical structure. You should also include a full list of the references that have been cited in the body of the report. Only include information in your appendices that has been directly referred to in the body of your document. Make sure that you actually refer to each appendix in the report. You are encouraged to keep important information, tables and graphs in the main part of the report.
A formal report should consist of:

1. A title page containing the unit title and code, lecturer’s name, and the names and student ID numbers of all members of the assessment group and word count of your main document (Word count is from the introduction to the conclusion.)
2. An executive summary – that is, a summary of the whole report; it should include the findings of the report and key recommendations, and not just what was covered, and it should be no longer than one page
3. A table of contents
4. An introduction describing the purpose and scope of the report, the background of the organisation, the research methodology, and any limitations or assumptions in the report, if appropriate.
5. Body of the report describing, analysing, and evaluating the environment in relation to the company and the possible market entry strategies and linking this to relevant theory and best practice
6. Recommendation and Conclusions. It is essential that your recommendations be clearly listed, preferably as numbered points.
7. References
8. Appendices – You must include all critical material for your particular business in the body of the report. Place other important information in individual appendices. You will need to refer to each appendix in the body of your report, and they need to be numbered accordingly, i.e. Appendix 1, Appendix 2, etc.

3. Helpful Hints

Writing style
Your report should be written using a formal and impersonal style. Slang terms (e.g. awesome) and contractions (e.g. didn’t; won’t) should be avoided. Colloquial words and expressions used in everyday spoken language (e.g. above board for legitimate) are also inappropriate.
The appropriate impersonal tone (avoiding the use of I, we, me, my) can be achieved by using the passive voice (e.g. were specified; it is suggested), which focuses on what was done, rather than who did it. While you are expected to develop an argument and express your opinion, strong and emotive expressions of opinion and attitude are also inappropriate in a formal written report. See http://unilearning.uow.edu.au/academic/2e.html for advice on academic writing styles.

Assumptions
It is acceptable for Assessment 3 to make realistic and reasonable assumptions to enhance the information provided about the company and the country in the Assessment Overview document. These assumptions are a matter for your judgement, but it is a requirement that you report your assumptions in an Appendix, together with some brief justification of them.
Here are some examples of assumptions you might make:

• It may not be possible to obtain enough detailed information about competitors in the industry to allow you to provide a substantiated argument for your strategy, structure or mode of entry decisions. You might then make (and report) assumptions, which allow you to provide support for your argument.
• You may wish to assume that your company has enough financial capability to execute their international strategy.

Marking rubric

A copy of the marking rubric is provided at the end of this document. You may use this to help you prepare your report. The rubric will be used to assess and provide feedback on your work. Please note all assessment tasks are scored out of 100, and are then scaled to the percentage value of each assessment. Assignment 3 is worth 40% of the marks for the Unit.

4. Assignment 3 Checklist

A list of all the points you need to consider in completing Assignment 3 is provided below. You can dismiss some points as not being important for the company or the country, but you should at least briefly think about them all. Your objective should be to give clear guidance to the company on how they should enter this country market.

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