Developing Business Strategies for Emerging Markets

Imagine that you are the UK bicycle producer Raleigh and you decide to go into Myanmar (Burma).

1. Discuss the opportunities and risks facing Raleigh in this market (50% of grade).

2. Discuss which entry mode and market strategy you would recommend to enter Myanmar (50% of grade).

Please incorporate the readings and the lessons from the many cases/discussions over the 3 days of the course into your answer as appropriate.

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