Market Entry Choices

Module 4 – SLP (Market Selection and Foreign Entry Mode)

Market Entry Choices

We have looked at exporting as a way to enter a foreign market. Buying a company is another option, but for this assignment, you’ll look at licensing and franchising as entry strategies for international markets.

Present the advantages and disadvantages of using licensing as a market-entry strategy. Give examples of companies from two different countries that use licensing as a global marketing strategy. (1 page)

Present the advantages and disadvantages of franchising as a market entry strategy. Give examples of companies from two different countries that use licensing as a global marketing strategy. (1 page)

Research using articles primarily from full-text databases like Academic Search Complete, Business Source Complete and/or ProQuest Central. Do not use any quotations.

SLP Assignment Expectations

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate.

Use the attached APA-formatted template (BUS401 SLP4) to create your submission.

Your submission will include:

University cover page

A 2- to 3-page paper with APA citations (2- or 3-sentence introduction, 2- to 3-page body, 2- or 3-sentence conclusion)

The reference list page in APA format

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