CASE: You are planning to enter a Middle Eastern country with your brand of frozen hamburgers (A\&M). You are a relatively small company but growing fast in your home country. Now you plan to go international. Your environmental scanning of the Middle Eastern country reveals the following: - 60% of the population is under 25 years. - Hamburgers are sold to consumers through supermarkets but listing and collection of receivables is a problem. - Hamburgers are also sold to a growing number of fast-food burger outlets in the country and organizations like Pizza Hut who grind down the burgers for use in pizzas. - The brand leader from your home country (Americana) has a joint venture with the local company and the local company also manages the distribution of the product. Q2a. Given your small size, what is the best way to enter this market (export, joint venture, license, direct investment, appoint distributor)? Explain your answer. (15 points) Q2b. Do you think the supermarket purchasing process will be the same as that of Pizza Hut? Explain the differences from the perspective of: (20 points) - Needs - problems and solutions sought - Involvement in the buying team of different persons and their roles Q2c. What marketing strategies (product and communication) will you formulate for successful entry in the market? ( 25 points)