Strategic Plan

Introduction

The main purpose of the project is to develop a report consisting of market evaluation and strategic planning for a company intending to enter a new overseas market. Based on the idea of choosing a UAE organization, for this project, ASHLEY LLC Dubai is selected. The overseas country to launch the product is Hungary. The discussion includes Background of the Company, analysis of the chosen country for evaluating the opportunities, industrial analysis and market entry strategy for the company in the chosen country. Finally, conclusion summarizes the discussion.

Background of the Company

Company: ASHLEY LLC UAE

Industry: IT/ Technological

The company, which is being selected, is ASLEY LLC. Founded in 1998, ASLEY is a Dubai based firm which provides IT products. Since its inception, the company has gained enormous growth in the industry. ASHLEY's main product line includes;

Technological components (Computer and Laptop components)

Consumer electronics

Networking products

Peripherals

ASHLEY's mission is to build strong relations with global as well as local manufacturers. The fast and impressive portfolio of ASLEY provides an extensive opportunity to be successful on national and international platforms. This has been identified that ASHLEY plans to expand its operations in the global market. Based on these findings, selecting ASHLEY is one of the best options for this project.

Discussion

COUNTRY ANALYSIS/EVALUATION AND OPPORTUNITIES

After a thorough research, I have decided to do strategic planning for the expanding ASLEY's operations in Hungary because there is a lot of market opportunity for IT products, which can be understood by the following details.

Environmental Analysis

Analysis on primary demand for the relevant market divulges that there is greater influence of end-user on making purchase decisions (Kotler & Keller, p.128). Analysis from a study has revealed that there is a lot of demand for IT products in Hungary. Only Computer's sale in Hungary was estimated at around US$1.3bn in 2011, with notebooks accounting for more than half of sales. ASHLEY deals in the components of both of these products.

Population

The total population of Hungary is 10.1 million of which 69.3% (male 3,384,961/female 3,475,135) lie between the ages of 15 to 64 with a literacy rate of 99.4 percent. If we compare it with any other European country, Hungary has the highest literacy rate.

Cultural Behavior of People:

Getting equipped with the culture of a country is beneficial for the businesses, especially the new one. Following are the cultural norms that are followed in Hungary:

Meeting and Greeting

While meeting with people, a handshake is must but a man should, however, wait for a woman to extend her hand first.

One should be familiar with appropriate titles; this is an indication of the fact that Hungarian society can be quite hierarchical. Titles such as Doctor, Professor, Director, etc should be used with surnames. Keep plenty of business cards and present them to all you meet.

Relationship Building

It is better that you consult a local representative before starting a business in Hungary, this person will help you approach businesses, make appointments, act as an interpreter and be a decent source of cross cultural knowledge.

Food time is the best time to strengthen relationships but ...