Global Market Entry Plan
NAME STUDENT ID LEE YAOXIANG UOG000696310 JIN WEI UOG000696290
LUM HEEN LEONG SC-KL-00034194 MA JIAN PING UOG000687947
COURSE : BA (HONS) IN MARKETING
SUBJECT TITLE : GLOBAL MARKETING MANAGEMENT
SUBJECT CODE : MARK 1042
TUTOR NAME : MR.PRADEEP PARAMAN
Executive Summary
The authors are delegated task to prepare an international market entry plan for Genting Group to penetrate into the new market of Macau, China. The plan is written in a report format with clear layout and presentation. The report is divided into several sections including introduction, target country, situational analysis, organizational objective, market entry strategy, marketing mix, contingency plan and conclusion.
In introduction, the company background and history of Genting Group / Casino will be briefly brought out by focusing on the successful development of it. The target country – Macau, will be researched based on its location, demographic and social aspect to provide an introductory analysis of this new market. Following that, a detailed situational analysis will be done by deriving some authoritative theories, models and strategies like Porter’s Diamond Model, Porter’s Five Forces, SWOT analysis, Porter’s Value Chain, and PESTEL analysis. These analyses will well compare the market of Macau against the micro-environmental factors of Genting Casino. To be convincing, evidences, references and justifications will be given to substantiate the contents.
After the analysis of Genting Casino itself and the new market of Macau, market entry objective will be identified to vividly state the vision and mission of the casino towards this new market. The authors will adopt the strategy of SMART objective as a guidance to identify it by separating
LUM HEEN LEONG SC-KL-00034194 MA JIAN PING UOG000687947
COURSE : BA (HONS) IN MARKETING
SUBJECT TITLE : GLOBAL MARKETING MANAGEMENT
SUBJECT CODE : MARK 1042
TUTOR NAME : MR.PRADEEP PARAMAN
Executive Summary
The authors are delegated task to prepare an international market entry plan for Genting Group to penetrate into the new market of Macau, China. The plan is written in a report format with clear layout and presentation. The report is divided into several sections including introduction, target country, situational analysis, organizational objective, market entry strategy, marketing mix, contingency plan and conclusion.
In introduction, the company background and history of Genting Group / Casino will be briefly brought out by focusing on the successful development of it. The target country – Macau, will be researched based on its location, demographic and social aspect to provide an introductory analysis of this new market. Following that, a detailed situational analysis will be done by deriving some authoritative theories, models and strategies like Porter’s Diamond Model, Porter’s Five Forces, SWOT analysis, Porter’s Value Chain, and PESTEL analysis. These analyses will well compare the market of Macau against the micro-environmental factors of Genting Casino. To be convincing, evidences, references and justifications will be given to substantiate the contents.
After the analysis of Genting Casino itself and the new market of Macau, market entry objective will be identified to vividly state the vision and mission of the casino towards this new market. The authors will adopt the strategy of SMART objective as a guidance to identify it by separating
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