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Essay / Research Paper Abstract
This 31 page paper considers how a company may decide to enter a new market. The paper uses the example of Vodafone wanting to enter the GSM market in Nigeria. The paper begins with an examination of the different strategies open and how macro factors will influence the decision, such as the barriers to entry and need for a licence. The paper makes use of Porters Five Forces Model and his Four Facets model. The paper then considers the market in Nigeria and how Vodafone may develop a strategy to penetrate that market before looking at why the proposed partnership with the Nigerian company NITEL failed. The paper concludes with a decision the best method of gaining access to the market. The bibliography cites 15 sources.
Page Count:
31 pages (~225 words per page)
File: TS14_TEvodnig.rtf
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Unformatted sample text from the term paper:
to develop their economic performance. Just as roads and utilities are necessary so are communication facilities. This creates new potential markets, and companies seeking to expand, where markets are reaching
maturity or saturation point may find that new countries offer a range of new business opportunities. A company such as the UK mobile telephone and communications company Vodafone may be
attracted to a market such as Nigeria in these circumstances. The attraction is a combination of push and pull factors, with new markets giving the advantage of being able
to enter at the growth stage of the lifecycle being a pull factor. The push coming from the UK market conditions, where the current maturity in the UK market, where
mobile telephone penetration has reached 70% and remained constant for the last few years (Kelly, 2003). From the perspective of Nigeria there is a need to develop the communications infrastructure
which also dictates a need to bring in technology though foreign investment, which will also bring in the transfer of knowledge, technology and skills required. This would therefore appear to
be a good match, especially when it is considered that Vodafone had both the knowledge and resources to expand into this area. However, the entrance into the market is not
as simple as this, with many different influencing factors. Porters Diamond model is a useful model for analysing the competitive environment and
the development of countries. This works in a similar way to the five forces model but the more direct influences are considered. In graphical form this can be seen as
a diamond with four facets and the business in the middle. The influences that this encompasses are firstly the factor conditions. Secondly, the demand conditions (Porter, 1999). Third the related
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