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Market study - Deciding which markets to enter: Manchester United

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documents in English
case study
14 pages
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  1. Theoretical introduction
  2. Starting point
    1. Summary of the case
    2. Mission statement
    3. Problem statement and hypothesis
  3. Analysis
    1. Macro analysis - Helps predict
    2. Meso analysis - Porter's 5 forces
    3. Micro analysis - Value Chain
    4. SWOT analysis
  4. Case questions

To decide the markets Manchester United Lda. wanted to enter, the company needed to do a global marketing research to get to know the market, competitors, and customers of this new markets. To evaluate the foreign market in its potential, size, competition, growth, profit, etc., could be used tools like the Porter's five forces analysis and a Value of Chain analysis for a micro environment and a PESTEL analysis/Helps Predict Analysis for a macro environment research to find more about the culture, the politics, economic status of the interested markets. This phase of research is very important because the company needs to know if they are internationalizing to a country that needs/wants their products and how large is the market to be profitable. Besides this global research, the company needs to evaluate its performance using a SWOT analysis to really understand its ability to internationalise.

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