International Business


Please read the following hypothetical case, which is about a Korean cosmetic company contemplating a new entry into the middle east market with its cosmetic products (for both men and women). Your job is to prepare a busines report for the CEO and board members of the companyto help out their decisionsregarding the potentiality and feasibility of developing a new market at minimum business risk. Your suggestion at the end may be positive or negative toward the new market entry,depending on your market analysis. There is no right or wrong answer to your analysis as far as it is logically rational from the perspective of international business insights.

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[Assessing International Market Opportunities and Entering the New Market]


<Hypothetic case>

You are the head of the strategic planning department at the Organic Skin. You have been working for this company, the Organic Skin,since its establishment in 2012. Although the Organic Skin is medium-sized company, its performance thus far has been quite impressive. The Organic Skin reached near $300 millionin revenue, with $8 million in net profit in 2019. The company is specialized in body care, cleansing, baby care, pregnant women product, summer skin product, organic cosmetics, etc. The products of the Organic Skinare exporting to 20 different countries including China, Europe, South East Asia and Latin America, and has the manufacturing sites in China and Vietnam, R&D center in China, and 23 sales agencies worldwide. Forty percent of its revenue comes from the overseas market. Recently, the company is planning to expand the global business units by entering into middle east marketfor the first time as of 2020.


As a Head of the planning department in charge of the overseas operations, you have to submit the business opportunity assessment in the middle east market,including market potential and growthextimation. Your assessment report will be directly reflected in the real decision makings of the CEO and board members. Thus, the information is required to be as specific and detailed as possible. Your analysis or assessment may be either positive or negative in entering the middle east market. However, what is important is whether your suggestion is logical and analytical appropriate to the concern of international business analytics and intuitions.



For your reference, the assessment paper must contain the followings:

-The title of the paper

-Executive summary (so that the decision-makers can see your point without reading the whole)

-Relevant table contents (these must be relevant and critical ones to the question you have)

-Body (by the table of contents)

-Conclusion & suggestion (this is about your suggestion of go, no-go, and wait-and-see)


In addition

-Structure your report based on the chapters we covered(DON’T NEED to go over beyond these chapters). (TEXTBOOK: Global Business Today by Charles W.L. Hill/ McGraw Hill)

-Your argument must be coherent by your table of contents. That means that the table of content must contain key factors critical to the decision of this foreign market entry mission.

-Relevant examples, related theories, and supporting literature (article, newspaper, etc.) will be critical in business report at the university level.

-Be focused, not too broad in your argument (You cannot consider everything, and listing them all will never help the decision makers. Based on the preliminary studies, you only argue with the most essential 3-5 factors selectivelyas far as theproject is concerned)

-Avoid the taken-for-granted and mechanic argument; your CEO and board members are reading it for a strategic decision!


The chapters covered thus far provide quite a sufficient foundation for preparing this assessment paper project. Based on these chapters, do form your own structure, content, and idea to powerfully persuade the top decision makers!How you structure the contents are key to the market assessment paper. Mentioned early, covering all  chapters in the paper will never help!

Thus, before you start right away, please do some preliminary market research to find what are the keys to consider for writing the paper. You are required to conduct extra further research beyond the materials in the textbook. Secondary data will mostly fine for this project, but not individual feeling and experience; it is business report.


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