Report on BRAC's International Marketing Strategies and Market Entry

This report examines BRAC's international marketing strategies, focusing on its approach to addressing youth unemployment. It begins by providing background information on BRAC, an international NGO, and how its product ideas aim to tackle this challenge. The report then details the rationale behind selecting China as a target market, supported by relevant theories. It further explores the chosen market entry strategy, which involves a joint venture, and justifies this approach using the Ansoff Matrix and market development strategy. Finally, the report discusses how BRAC will adapt its marketing program to the Chinese market, supported by the theory of change. The report concludes with a list of references, including books and journal articles, that support the analysis and provide additional context for the strategies discussed.

International Marketing

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................1
A) Background of NGO and how does it product ideas address challenge of youth
unemployment.............................................................................................................................1
B) Choice of foreign market to enter and justifying it with theories..........................................1
C) Market entry strategy and justifying it with theories.............................................................1
D) How will adapt the marketing program and justifying with theories....................................1
REFERENCES................................................................................................................................2

MAIN BODY
A) Background of NGO and how does it product ideas address challenge of youth
unemployment
BRAC (Building Resources Across Communities) is international NGO based in
Bangladesh which provides employment and international development in effective manner. The
product ideas will prove to better approach in order to provide relief to poor and make healthy
development (Hult and et.al., 2018).
B) Choice of foreign market to enter and justifying it with theories
Choice of foreign market is China as it has constant rate of unemployment from last four
years which is 4.09 %. In relation to this, market entry theory will be used as it is quite crucial
for international firm for making proper entry in new market so that desired objectives may be
met in the best manner possible.
C) Market entry strategy and justifying it with theories
The market entry strategy which will be used by BRAC is joint venture. This means that
firm will enter with another similar NGO in China for serving the purpose of eradicating
unemployment (Leonidou and et.al., 2018). The theory used is Ansoff Matrix element of market
development strategy for bringing same services to China for minimising unemployment rate.
D) How will adapt the marketing program and justifying with theories
The marketing program will be used to adapt to changed environment of China and as a
result, marketing objectives would be met quite effectively. The theory to justify this approach is
theory of change will be adopted and marketing plan will be made accordingly (Morgan, Feng
and Whitler, 2018).
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REFERENCES
Books and Journals
Hult, G.T.M and et.al., 2018. Addressing endogeneity in international marketing applications of
partial least squares structural equation modeling. Journal of International
Marketing. 26(3). pp.1-21.
Leonidou, L. C and et.al., 2018. Advances in Global Marketing.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
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