LSBM303 - Hmlet Case Study: Evaluating Internationalisation Success

This case study examines Hmlet's early internationalisation efforts, focusing on its expansion into Australia, Singapore, and Tokyo. The report analyses the key drivers of Hmlet's internationalisation, including organisational structure, risk management, monetary resources, and consideration of local markets. It evaluates international growth strategies for Singapore, Hong Kong, and Tokyo using the Ansoff matrix, including market penetration, market development, and diversification. The study also discusses the challenges faced by Hmlet in the Asian market, such as foreign proprietorship restrictions, capital requirements, director obligations, rising energy costs, and housing shortages. Recommendations are provided for Hmlet to emerge as a strong player in the co-living space service market, including investments in artificial intelligence and advanced building technologies. The report concludes that while international expansion presents risks, it also offers significant opportunities for growth and globalisation, emphasizing the importance of adapting to local market conditions and managing potential challenges effectively. Desklib provides a platform for students to access similar case studies and solved assignments.

Case Study Hmlets
early
internationalisation
Too much of a good
thing 2021

INTRODUCTION
In today's time their are several nations which are focusing on managing the marketing of
the goods and services and also on exporting the materials with adaptability. International
business is an important concept which helps in managing all the trading and marketing with the
general implementation of business activities which are like evolving all the capital,
technological and the general market commodities as in all the national borders. In order to
expand the global business in the market there is seen that so many countries are trying to
expand the international business and their adaptive functions(Balcet and Ietto-Gillies 2020) .
Their is analysed all the major cross border interventions and the international set up of all the
markets and their working. By the help of international business there is been seen that profit
management and all the other distribution is generally being increased. It also developed all the
working nature and the productivity through the managements and their general adaptability. In
this report their will be discussion about the case study of Hmlet which was founded in 2016 it
helped and provided co-living space services to all the people in Australia, Singapore and Tokyo.
Their main aim is to give them better facilitates and also to provide furnished apartments and co-
living spaces.. they had also built the co-living property in Tokyo, Singapore, Hong Kong and
Sydney. This report will provide main drivers needed in internationalization along with the
growth strategy needed in international market Hmlet with all general Asian market conditions.
TASK
Meaning of Internationalisation:-
Internationalisation may be define as the process of expanding the different business
activities like designing product or services and internal operation of organisation into the
international market(Ryanand, et.al., 2021). In this process firms increase their international
activities by exporting or importing the products from the international market and by opening

their outlet across the globe. This process is done not only to increase the profit of the
organisation but also with a intention of using the product by the speaker of multiple language.
In context to Hmlet, following are the main drivers for the internationalisation of the company:-
 Organisational structure:- the structure of the organisation is depend on the objectives
of the business. This structure determine how a business unit operates its different
function and how they meet the different business needs. In relation to Hmlet, the
company first have to choose whether they want centralised organisational or
decentralised organisation structure(Bianchi Carneiro and Wickramasekera 2018) . For
the proper functioning of work in effective manner,company need an organisational
structure according to the country environment. Hmlet have to organised its structure
according to the rules and regulation of the country for the smooth functioning of the
business operations. The company have to expand their team members and also include
Michael Hogg as senior vice-president to develop a effective management. In March
2021, the CEO and co founder of the Hmlet Yoan Kamalski would step down and
replaced by Peter Kennedy, who is a senior advisor at Budra Capital Investment.
 Active management of risk- Different types of problems has been faced by the
organisation in internationalisation, but the main problem is which originates in the new
country is the management of risk (Ngomaet and Et .al., 2017 ) . To move in a new
country, it is important for an organisation to follow the local laws and intellectual
property protection. For this company must have to make a detailed financial plan to
manage such type of risk. In relation to Hmlet, the global Covid-19 outbreak has been
become the biggest threat to internationalisation. To reduce this risk, the company
terminate most of his employees and to grow in the rental market the Hmlet received a $
6 million cash injections in 2021.
 Monetary Resources: to grow and develop their business into the new market or in
new country an organisation must have to focus upon the long term goals and dependable
economic source. This help the organisation to stand in the new market and fight with
their rivals in the new country. Organisation which have different resources for
generating the fund can grow more fruitfully all across the globe. In context to Hmlet,
during Covid-19 times different financial investor and developers were come to the
company with different investments schemes and to examine the different business

opportunities. In 2018 and 2019 this element help the company in expansion of 48
million dollars, which was a huge fund raised by the company. The investment is done by
Bruda capital,Mitsubishi Estate company and Sequoia India(Bowen, 2019). Consideration of Local Market: This implies that different market has different
method of doing the business (Li, 2018). New method of working are being identified
according to country. Financial qualities are differ from nation to nation and these
qualities have been considered as a competitive boundaries for the business in the new
commercial centre. In relation to Hmlet, the organisation must have to offered long term
and medium term housing to fulfil the emerging need of the young generations. Local
people of the region are more delicate about the different elements like cost and area. The
company must have to change its items and offering like clothing, cleaning weak by
weak and other diferent convenience.
Analyse different international growth strategy for Singapore, Hong Kong and Tokyo for
Hmlet
For the development of bsu9inessit is important that all the systematic approach can be
managed. Their is been seen that all the structure and the work through which the company is
trying to make the establishment should be proper. International growth strategy is generally the
opportunities which are applied by the companies in order to expand their market conditions.
Some of the areas where the company has to emphasis in order to maintain the market to be
framed properly are like product, resource allocation, service values, brand set up etc. all the
growth is adapted on the basis of existing and the new products that are being opted in order to
attain the management and the growth there in (Braga and ET. al., 2017) . for Hmlet their can be
seen that Ansoff matrix can be applied for the general insights that are required and made
available for the growth and development. They are as illustrated below:
 Market penetration strategy- This is the technique in which all the existing products will
be in the sold in the existing market. Ads this use to be the easy and less risky strategy.
Hmlet in order to avoid the major threat of downfall can opt this as it will not be major
risk and customers can be attracted by making them i8ndulged with different offers ,
sales and the discounts.
 Market development strategy- It is a strategy of selling current product into new
market. In context to Hmlet it will have global growth by upcoming to new geographical

market, new product concept to attract new user(Byram, 2019) . It can also adopt various
valuation policies for creating new client. there is risk as rivalry exists which is not
known yet and there are possibilities of down fall in existing. This strategy was followed
by Hmlet to cover new market Hong Kong and Tokyo where it will innovate its present
services those are, co-living houses in the markets of Hong Kong and Tokyo.
 Diversification- in such strategy the companies take their business in new market with
new products. In relation to Hmelt is a more hazardous scheme as it will grow its
business into new market by having less experience. The business are gratify in large
R&D strategy for bring new creation and makes market research for starting their
concern. The Hmlet initiate the broad range of goods for its consumer in Tokyo and Hong
Kong such as interior designing, furniture subscription, property management . It also
declared management parcel for several properties in Malaysia and Thailand.
Discussing challenges faced by Hmlet in Asian market and recommending to emerge as
strong player in co-living space service market.
While scaling the organisation globally the firm has to face various issues in its lifetime. The
issues may come because of various resons in the market in which it is working its operations.
The business environment plays the essential role in influencing the operations of the business in
the global market. Every company need sustainability w\that is essential element to various
investors and consumers(Dar and Mishra 2019) . The continent Asia has the very few and
specific resources where each business operates in a sustainable way so that these resources does
not waste. In case of Hmlet it operates in a rental and housing sector that faces many issues
regarding that sustainability in ASIA.
In few countries to operate a company foreign proprietorship is allowed there with
several restrictions imposed their by the countries which are actually a problem for Hmet
facing.
The requirement of minimum capital is imposed by specific legislation that is a
nmjk,.issues for Hmlet to initiate a business.
The Hmlet can face the issue of hiring director for managing obligations or the
organisation. Rising energy and poverty are in many different countries in the Asia which
can make it more tough for the consumers to give rent and Hmlet can minimise the cost
of living.

In the Asia, there are higher shortage of renting a houses in the urban places because of
the population there and spaces are limited for the people. These issues are faced by the
cities like Thailand, Tokyo, Mumbai etc and because of this capital is invested due to the
demand (Germain and Schwartz 2017).
 The Hmlet can make investment in artificial ability for having effective building and
accessory of houses with advanced ideas. It can employee the advanced machines which
have effective and efficient working.
CONCLUSION
It is being concluded from the above report that global business is described as study of global
process of multinational enterprises which has an wide concept of marketing, production and
operations in worldwide. The globalization of business greatly contributes in countries economy.
It is justified business it is justify that expanding business in different countries can be more
risky for business but on the other it is a good opportunity for enterprise to globalization of
business. The study is about Hmlet, a start-up from Singapore that is busy offering its customers
co-living area with extra services. the growth strategies that hmlet adapted for the business
growth by using Ansoff matrix. The last part looks at the objection Hmlet could face in terms of
property as it expands in the Asian market. And it also talks about the solutions to these
challenges. It is a big opportunity for company but they have to face the issues while conducting
business in the new geographical area.

REFERENCES
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Bianchi, C., Carneiro, J. and Wickramasekera, R., 2018. Internationalisation commitment of
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Bowen, R., 2019. Motives to SME internationalisation: A comparative study of export propensity
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Braga, V and ET. al., 2017. The innovation and internationalisation processes of family
businesses. Review of International Business and Strategy.
Byram, M., 2019. An internationalist perspective on internationalisation. In Educational
Approaches to Internationalization through Intercultural Dialogue (pp. 15-26).
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