International Business, Foreign Market Servicing Strategy

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INTERNATIONAL BUSINESS ASSIGNMENT 2 You are to assume a position in the corporate strategy department of a MNE which either has or is seeking expansion opportunities internationally. Your employer requires from you a Report which articulates and utilises conceptual frameworks to undertake analyses of the firm, the characteristics of the industry it operates in, the country best suited for overseas expansion and the foreign market servicing strategy appropriate for expanding there. In compiling your Report, you should… Firstly, identify your firm. Secondly, briefly analyse the characteristics of the industry within which the firm operates. Thirdly, choose a country and examine the opportunities and risks of expanding there. Page 15 of 35 Management of International Business Finally, choose a foreign market servicing strategy (mode of entry) best suited for successful international expansion and rationalise that choice given the firm/industry/country characteristics. Kraft foods inc. Kraft Foods Inc. is a company with many different roots and founders, all sharing a commitment to quality, a willingness to take risks and a spirit of innovation. Among the products now sold by Kraft Foods Inc. are so many "firsts" and innovations that a history of the company is almost a history of the food industry. Kraft traces its history to three of the most successful food entrepreneurs of the late 19th and early 20th centuries -- J.L. Kraft, who started his cheese business in 1903; C.W. Post, who founded Postum Cereal Company (later renamed General Foods Corporation) in 1895; and Oscar Mayer, who began his meat business in 1883. [accessed 17/01/2009] Kraft Foods Inc. is owned by Philip Morris Companies Inc. the tobacco giant first entered the food industry in 1985, with the acquisition of general

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