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Entry Into Japan For Ncon Corporation

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DEAKIN BUSINESS SCHOOL

MPK 753 INTERNATIONALBUSINESS MANAGEMENT

ENTRY INTO JAPAN FOR NCON CORPORATION

Assignment 2, Semester 2, 2008

Unit Chair: Mrs. Marie Trigg

Group Members: Jay Vijay Zaveri 800378437

Dharmin Dinesh Doshi 800210185

Divyesh Rojiwadia 800494049

Manisha Rameshbhai Parmar 800215006

Mayank Kapoor 800555148

Word Count: - 3225

Due Date: October 8th, 2008

Executive Summary

The purpose of this business report is to work out a strategy for the Australian based NCON Corporation Company to start business in the Japan market. The business report sets out with a review of the potential target markets, which reveals that there is an opportunity and potential in the Energy and lighting industry in Japan. The industry and market structure of this segment is then analyzed in depth by employing Porters ‘Five forces’ model. The competitors’ analysis is done on the basis of strategic mapping analysis. Based on these two models and all previously obtained information, the different perspectives of a SWOT-analysis are applied to gain insight into the external and internal factors that influence the performance of the company in the industry. The results of the SWOT-analysis draw down a business strategy for NCON to enter the Japanese market and suggest that the firm chooses a joint-venture strategy with a local company as a mode of entry and adopt a focus strategy.

Recommendations for the organizational structure of the joint-venture with IWASAKI ELECTRONICS and for the design of the marketing operations and human resource department are given. At last, a forecast develops a vision for the evolution of...