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    An Emerging Market Opportunity? (Spanish version)

    Quelch, John A. ; Yong, Sunru

    • Reference: HBS-918S09

    • Year: 2016

    • Number of pages: 9

    • Geographic Setting: Africa;Ethiopia

    • Publication Date: Jun 16, 2015

    • Fecha de edición: Feb 2, 2006

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Footwear;Personal care products;Pharmaceuticals;Apparel

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    Description

    An Emerging Market Opportunity? case centers on the potential and challenges of entering an emerging market. It provides a brief overview of the Ethiopian market, market reforms and policies, and the business environment faced by foreign companies. Three multinational businesses, CareCo, ShoeCo, and MedCo, must decide whether and how to enter the Ethiopian market. Students are asked to make a recommendation for each company based on the attractiveness of the market, the factors that matter most for success, and an assessment of what applies to the companies.

    Keywords

    Business & government relations Emerging markets Entry modes Foreign direct investment International business Market entry Marketing Marketing management Multinational corporations Trade