Market Entry: Topgolf in Cuba

Running head: MARKET ENTRY
Market Entry
-Topgolf in Cuba
Name of the Student
Name of the University
Author Note

MARKET ENTRY1
Table of Contents
Assignment 2 Entry of Topgolf into the market of Cuba...........................................................2
Internal factors.......................................................................................................................3
External factors......................................................................................................................4
Characteristics of the desired mode.......................................................................................5
Specific factors related to transaction....................................................................................5
Assignment 3 developing a benefit package for customers.......................................................6
Bibliography:..............................................................................................................................9
Bibliography.............................................................................................................................11

MARKET ENTRY2
Assignment 2 Entry of Topgolf into the market of Cuba
In order to enter into the market of Cuba, I believe the best approach that can be taken by
Topgolf is a Hierarchical mode of sales and production subsidiaries. This mode can support
the business to achieve success in the Cuban market and help in the business expansions. It is
implied that in order to achieve success in Cuba that company needs to take different
strategies and actions than that used in United Kingdom and Australia. This is because of the
differences between the cultures and markets of the two countries due to which strategies
used in UK or Australia might not work in Cuba and vice versa. The Hierarchical mode
allows Topgolf to focus on the local needs and understand or address to the business
objectives or preferences and become responsive and adaptive at a local or micro level. This
approach can therefore help to improve control over the operations and the organization can
operate its functions in Cuba directly from its headquarters located in Dallas. The
headquarters moreover, can participate in the market research, trade fares and customer
service and therefore help the business to success in the foreign market and increase revenues
for the business. Considering that Topgolf provide services for the customers, I believe, the
Hierarchical mode can help the company to increase its sales through improved services.
Moreover, this can also help increase the access to resources or materials that are required to
develop services which can include entertainment, food or accommodation. Reduction of
transportation cost can also be achieved thereby reducing production cost through the
Hierarchical mode. This approach can support Topgolf to maintain a high capital investment
in the initial phase and understand a high level of risk in terms of the country where taxation
issues can occur. In terms of the situations in Cuba, it is unlikely that taxation problems may
occur and should provide the management of the company a positive experience and well
available labor force and affordable expense thereby optimizing the cost of recruitment and
training. Various factors needs to be focused on by Topgolf while implementing the

MARKET ENTRY3
Hierarchical mode of entry into the market of Cuba in order to ensure a more responsive and
effective execution.
Internal factors
Various internal factors influence the mode of entry for Topgolf into Cuba. These internal
factors include the following:
o Advantage of product differentiation: the technology that is utilized by Topgolf is
unique and innovative and focuses on the improvement of the customers’ experiences
while playing Golf. The organization also provides provisions for fine dining with a
fully equipped bar with good quality food and a music and entertainment system
while showing dedication towards the development of golfing skills through the
support of support of latest technologies for its users or members. Therefore, the
company provides a very strong, high quality and innovative service range which is
currently not available in Cuba.
o Complexity of product: The services offered by Topgolf are exciting and fun and can
be attractive for both golfers and non-gofers alike from all age groups. The provision
of an all-inclusive environment can also provide a better experience with the
customers and thereby secure a competitive edge within the market of Cuba.
o Experience in the international market: Topgolf has a significant experience in the
markets of Australia and UK. After the operations of USA which were located in
Illinois, Chicago, Texas, Dallas, Virginia and Alexandria, the company ventured into
the UK and Australian market and has further plans for future expansion into more
domestic markets and utilizes the global market opportunities. This shows the
readiness as well as the necessary experience of Topgolf to enter into the Cuban
market.