Seminar paper from the year 2016 in the subject Business economics -
Business Management, Corporate Governance, grade: 1,3, University of
Applied Sciences Essen, language: English, abstract: The Seminar Paper
at hand aims at contributing to the controversial issue of pursuing an
appropriate market entry strategy for companies in emerging markets. In
order to do so, it sets off with a definition of the term "Market
Entry", followed by outlining the basic motives that push companies to
enter foreign markets. Thereafter, in Chapter 3 as the main part of the
Paper, the four key elements of a comprehensive market entry strategy
are pointed out at first, to be then described and analyzed more
detailed in the following sub-chapters. Chapter 4 puts emphasis on the
topic of emerging markets as it is the chosen target market to be
analyzed in the context of this Paper. After giving a definition of the
term itself the basic characteristics and specifics of emerging markets
are illustrated. The last chapter finally sums up all findings of the
Seminar Paper and provides approaches on how to choose the right entry
strategy whilst paying special attention to the appropriate market entry
mode. To top off the Paper an outlook on detailed analysis that should
be in the focus of further investigations is given.
