PROJECT NO. 3 - MARKET ENTRY STRATEGY IMPROVED CUSTOMER EXPERIENCE BY RE-LOCATING CUSTOMER SERVICE You are a large US company with headquarters in Texas who specialized in retail of computer software. Your customer base is becoming increasingly international and you keep receiving complaints about your customer service. To improve customer experience and productivity of customer services representatives, you need to find ONE international location that can handle customers requests within 24 hours from their submission. Currently your customer service department is based solely in Texas. Assume the company sells software globally and the majority of its customers are in Japan, Europe, Australia, and America. SWEDEN IS MY INTERNATIONAL LOCATION, and (1) market analysis, (2) market entry strategy, and (3) market entry implementation.

PART B - MARKET ENTRY STRATEGY This section of your project should include 2 main sections. In Section 1 do the following: (a) Identify your entry mode (for example export, licensing or franchising) to the selected international market. Use the 4 steps approach: 1. Identify market 2. Match abilities to needs 3. Initiate meetings 4. Commit Resources (b) Discuss the important strategic aspects that direct you to select it, such as parent companys control and financing (view Ch. 13). In Section 2 do the following: Discuss the international marketing strategy to include the product, promotional, distribution, and pricing strategies you consider to implement (view Ch. 14)