Strategic Market Assessment for International Market Entry: A Comparative Analysis of Market Selection Criteria and Entry
Year: 2024
Type: article
Abstract: This paper explores the strategic market assessment for international market entry, focusing on market selection criteria and entry strategies. It examines the factors influencing market selection, including economic stability, market size, competitive landscape, cultural compatibility, and regulatory environments. The study compares two primary international market entry strategies: alliances and acquisitions. It analyzes the benefits and challenges of each approach, particularly in managing risks and leveraging local market knowledge. The research also highlights the role of partnerships in emerging markets, where local expertise can be vital for successful market entry. Through case studies of companies such as Starbucks in China and Tata Motors' acquisition of Jaguar Land Rover, the paper illustrates how strategic market entry decisions can lead to sustainable competitive advantages. This comparative analysis offers insights for business leaders and policymakers aiming to expand into global markets.
DOI: 10.35942/hy38dc55
Authors: Morris Mbabu, Donald Gulali
Institution: Maseno University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402588615