Based on the case study “Monica and Friends: the challenge to internationalize”, answer ALL three (3) questions. It is recommended that the answer to each question be approximately 500 -600 words in length. Each question is worth 20 marks.
Case Study Analysis of Usaflex’s Expansion to Foreign Markets
Using relevant internationalisation theory and evidence from the case, examine Mauricio de Sousa Production (MSP) internationalisation process.
Drawing on relevant international business theory(s), assess how MSP can gain and sustain its competitive advantage in its overseas markets. Case Study Analysis of Usaflex’s Expansion to Foreign Markets
Since 1997, Mauricio de Sousa Production (MSP) started to be involved in several social projects. Mauricio de Sousa founded the Mauricio de Sousa Cultural Institute to develop social campaigns addressing serious matters in a lighter and more colloquial way by using comic books to discuss health, education, culture and ecology issues. The Monica character itself was appointed as an Ambassador of UNICEF in 2007. Case Study Analysis of Usaflex’s Expansion to Foreign Markets
Drawing on relevant corporate social responsibility theories, critically evaluate the motive(s) behind MSP’s involvement in social responsibility projects.
Mauricio de Sousa Production (MSP) entered foreign markets using different type of entry modes. Using examples from the case, highlight some of the entry modes employed by MSP. Identify the entry mode that generated the most amount of revenue for MSP. Drawing on relevant entry mode theories, discuss the relevant factors influencing MSP’s choice of entry mode.
- Usaflex’s Internationalisation Process
The world has become a global village, and companies, including small start-up firms, are increasingly taking bold steps to explore their prospects in foreign markets. However, the success of internationalising is highly dependent on the strategy employed by the company to enter the target market. One such company is Usaflex, one of the leading manufacturers and sellers of comfortable leather shoes in Latin America. To understand Usaflex’s success in foreign markets, it is imperative to assess its internationalisation process. Like most multinationals, Usaflex’s internationalisation took a slow and gradual trajectory due to the uncertainty of cross-border transactions. Before expanding its operations to the rest of the world, Usaflex started by focusing on the domestic Brazilian and regional Latin market, with a long-term focus being large international markets such as the United States and Europe. Case Study Analysis of Usaflex’s Expansion to Foreign Markets