Research Paper on Shein, a Chinese Corporation, doing business in North America

FINAL RESEARCH PAPER (80 points, due Dec 20, 2020 10PM PDT)

This project involves an analysis of a Multinational Corporation doing business in China or a Chinese Corporation doing business in North America. The objective is to allow you to learn about this company’s strategy of going global. This research project provides students with opportunities to assimilate the information learned in class, analyze the research based on these concepts, and provide business strategy focused solutions/recommendations.
Final Research Paper Format
Your final paper (about 12-15 pages Double spaced) should persuasively argue and reason half a dozen major points. This final paper will require your critical insights, analysis, and recommendations for this company.
A short introduction of the company? Why does this company want to globalize?
What are the most important issues/challenges that confront the company when starting business in the US or in China?
What is your analysis of these issues?
You can start with SWOT/PESTEL.
You should use Michael Porter’s Five forces analysis as a framework for analyzing the level of competition within an industry.
You may also need Michael Porter’s Diamond Model of National Advantages to help understand the competitive advantage nations possess due to certain factors available to them, and to explain how governments can act as catalysts to improve a country’s position in a globally competitive economic environment.
What, exactly, should the company (case protagonists) do? Recommend an explicit, feasible plan of action that will improve the company’s competitive position and/or outcomes.
Conclusion
Final paper due: Dec 20, 2020 10PM PDT
All papers must be submitted electronically on CANVAS as a Microsoft Word file or a pdf file. If you have problems in uploading your paper, please send all final papers to my USF ID : stkwong@usfca.edu
Instructor grading will be based on the following:
Depth of analysis. Were materials used well and appropriately?
Quality of research
Does the research paper demonstrate knowledge about the study and their topic?
Make sure you include an annotated bibliography in your final paper.
SUGGESTIONS for Team Research Topics:
International Marketing Entry Strategy Plan:
Objective : To provide you with 1st hand experience in developing a strategic marketing plan for a product to enter China or from China to the USA.

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Select a product and evaluating its opportunities for selling in China or a Chinese product to be sold in the USA. Example: wine, all wood furniture, consulting services, American lifestyle products, private aircrafts, etc.
Define a hypothetical company: Company size and resources, competitive advantages, positioning, and overall orientation.
Conduct research to identify and evaluate potential marketing opportunities: general business environment, cultural acceptance, product market potential.
For entering China or the US: Select your target customers from one of the major geographical areas (not entire country)
Good references are from the American Chamber of Commerce websites, US Commerce Department Export websites, and websites of the Consulate General of China.
Identify the proposed tactics, i.e. distribution, price and promotional policy
Draw up the details of your strategic plan,
Product positioning and modifications,
Pricing strategy
Distribution strategy
Promotional strategy
Competitive Analysis – Use PESTAL, SWOT, Porter’s Five Forces Theory to analysis your competitive strategy
Assumptions: You can either manufacture or ship your product/service from the U.S. or from China, and have a time horizon for your marketing plan of 3 years
What are the key factors determining success in marketing the product and any specific constraints which impede the marketing effort. (Use Porter’s Model)

Or II. Research Project on either a Chinese company doing business in the USA or an American company in China (Focus on Marketing, Management, and Supply Chain)

 

This project involves an analysis of a company of your choice in relation to the political and the economic integration of China to the global economy. The objective is to allow you to learn about the marketing strategy of that company in China or in the US. By focusing on just one country, you will be able to go into greater depth and detail than possible in class or in the texts.

 

Your final paper should persuasively argue and reason half a dozen major points. The final presentation will require your critical insights, analysis, and recommendations for this company: (use SWAT and Porter’s Models)

 

Select a product and evaluating its opportunities for selling in China or a Chinese product to be sold in the USA. Example: wine, all wood furniture, consulting services, American lifestyle products, private aircrafts, etc.Define a hypothetical company: Company size and resources, competitive advantages, positioning, and overall orientation.
What are the most important issues/challenges that confront the company?
What is your analysis of these issues?
What is the global strategy for this company? Do a competitive Analysis – Use PESTAL, SWOT, Porter’s Five Forces Theory and/or Porter’s Diamond Theory to analysis your competitive strategy
What, exactly, should the company (case protagonists) do? Recommend an explicit, feasible plan of action that will improve the company’s competitive position and/or outcomes.

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