International Marketing Assignment: Product Expansion in Bangladesh by Maple Mind Technologies

Question

Task: Students will work on a project to deliver an integrated project where students take position as senior executives on an international management team within Canada with fictitious organization (Maple Mind Technologies). The organization, after operating successfully domestically for some time, is about to expand their product/service to a particular international market in Bangladesh as MMT Continuum Ltd.

Considering below aspects prepare the international marketing assignmentcovering the topics from text book based on “International Management: managing across border and culture” by Helen Deresky

This Project requires managing your organization, research, imagination, and logic in applying the content of this course and book. Again, each team is made up of senior executives and you have decided it is time to go international.

• Describe your organization and its operations, relative size, and so forth. Give reasons for your decision to go international.

• Decide on an appropriate country in which to operate, and give your rational for this choice.
• State your planned entry strategy, and give your reasons for this strategy.
• Describe the environment in which you will operate and the critical factors you must consider and how they will affect your organization.
• Give a cultural profile of the local area in which you will be operating. What are the workers going to be like What kind of reception do you anticipate from local government, suppliers, distributors, and so on • Draw up an organization chart showing the organization and its overseas operations, and describe why you have chosen this structure.
• Decide on the staffing policy you will use for senior managers, and give your rationale for this policy.
• Describe the kinds of leadership and motivational systems you think would be most effective in this environment. Give your rationale.
• Discuss the kinds of communication problems your managers might face in the host-country working environment.
• Explain any special control issues for this overseas operation that concern you. How do you plan to deal with them
• Identify the concerns of the host country and the local community regarding your operations there. What plans do you have to deal with their concerns and to ensure a long-term cooperative relationship

Answer

Introduction
As evident in this international marketing assignment, business achievement requires a considerate plan developed into a preparation that is accomplished effectively. The organizational strategy and management are the procedure of leading an organization and successfully controlling and using its different assets and capital. Organizational management always goes fine further than the commercial structure. This mainly involves important leaders to have systems in position to determine problems and build up solutions that assist the business progress quicker to its required vision and goals. The capability to supervise and influence the cultural-social differences show business a considerable role in achieving enormous performance. The high productivity, flourishing collaborations and advance modernization depend progressively more on the culturally flexible managers (Adams, Freitas & Fontana, 2019).

The present study mainly discusses a fictitious organization named Maple Mind Technologies. This is an international company and nowadays they try to establish their business in Bangladesh as MMT Continuum Ltd. Important preparation is implemented. The organizational management obliged to supervise and adjust performance depending on outcomes. If an organization is not quick to transform based on response and the organizational supervision is not absolute, it can focus on the organizational details and international management strategy. This provides an appropriate operational strategy while discussing a plan and strategy to increase the business. This considers the role of managers and motivational management systems along with different long term development plans (Almond, Gonzalez, Lavelle & Murray, 2017). There should be an absolute loop of criticism that sets the solution strategies position from the peak and delegate to the personal path of the corporation where presentation results are required to let the leadership identify if the different strategies are following.

Describe your organization and its operations, relative size, and so forth. Give reasons for your decision to go international.

Maple Mind Technologies is a Canada based technological company, which manufactures electronic products and provides services to people with electronic gadgets. It is an information technology services and consulting company, which is after successfully operating domestically for a long time, it is now about to expand their products and services to a particular international market within Bangladesh. There they are going to operate their business as the name of MMT Continuum Ltd. Maple Mind Technologies along with their 47 subsidiaries provide a vast range of information technology-related products and services including technology education services, software management, payment processing, hardware sizing, enterprise software, consulting capacity planning, business process outsourcing, and application development as well(Wróblewski et al., 2018, p.3258). The firm’s established software products are MMT BaNCS and MMT Master Craft. Maple Mind Technologies has 142 offices across the whole of Canada. Besides this, this highlighted company has a total number of 56 subsidiary offices, collaborating with whom, the company is running successfully till now. Maple Mind Technologies has operations in the following locations within Canada: Toronto, Ottawa, Vancouver, Waterloo Region, Montreal, Calgary, Victoria, Quebec City, Hamilton, Edmonton. In Toronto city, around 147 workers work for this newly rising technological based company; in Ottawa, around 126 workers work for this newly rising technological based company; in Vancouver, around 189 workers work for this newly rising technological based company; in Waterloo region, around 197 workers work for this newly rising technological based company; in Montreal, around 157 workers work for this newly rising technological based company; in Calgary, around 163 workers work for this newly rising technological based company; in Victoria, around 189 workers work for this newly rising technological based company; in Toronto city, around 142 workers work for this newly rising technological based company; in Quebec City, around 209 workers work for this newly rising technological based company; in Hamilton, around 156 workers work for this newly rising technological based company; in Edmonton, around 116 workers work for this newly rising technological based company. Thus, Mapple Mind Technology has a total number of 1,791 employees working for this company. Nowadays, more or less every company views a dream to expand their companies internationally. It is quite obvious that one of the biggest benefits of international expansion is new sales. Increased rate of sale means more revenue, which can also lead to further expansion of the business. Some other advantages of the international expansion, due to which the company, Maple Mind Technologies has decided to expand their products and services to a particular international market within Bangladesh, are as followed:

• Entry to the new market: The very first benefit of international expansion is access to a new market. Once a company becomes successful in their home country, it makes more sense to take the business abroad, and Mapple Mind Technologies is doing the same (Hannibal et al., 2018, p.1120). After successfully operating domestically for a long time, it is now about to expand their products and services to a particular international market within Bangladesh, as the name of MMT Continuum Ltd. After getting the access to the new market, the business then gets that potentiality to build a new customer base.
• Regional centres: One of the biggest reasons why more or less every business wants to expand globally is to be able to provide their reliable services to their valuable international clients. By setting up within a new country, the business of Mapple Mind Technologies can also become capable of lowering their operational costs as well. Besides, by hiring local talents knowing local costumes and local languages the company can serve their clients without any kind of complications. As a result of this, the company is also able to reach a wider range of audience as well.
• Stay ahead of the competition: It is very much important to reach the market before the competitors do. International expansion can help this company, Mapple Mind Technologies, to get access to new customers, along with getting visibility which their competitors might not have.
• Increased business growth: One of the biggest benefits of global expansion is the enhancement of business growth. Entering overseas markets might allow the company to grow its business even faster (Erthal and Marques, 2018, p.669). After expanding their business to the new market on a global basis, new audiences can experience their products and services, which can also help them in further expansion.
• Access to local talent: It is quite hard to find specialized talent within a home country. However, getting access to abroad, a business can also get access to the pool of potential workers, along with having a lot of unique skill sets. Maple Mind Technologies also want to do the same. As a bonus, local talents having some unique skills also help the company to stay ahead in this market of the competition having some advantage.

Decide on an appropriate country in which to operate, and give your rationale for this choice
Bangladesh is a kind of country which can easily be overlooked. But in reality, Bangladesh is a democratic, secular and moderate country with a population of around 170 million, which makes it the 7th most populous country in the whole world. Bangladesh can be regarded as a large potential market for many countries’ exports, with a growing technological or IT sector, providing a steady export-led economic growth.

Since the 19990s, thanks to their consistent annual GDP along with an average growth of six per cent, Bangladesh is very soon known to attain the lower-middle-income status of above $1,246 GDP per capita. Maximum of this growth continues to be driven by more than $22 billion technological industry. Besides these, the GDP of Bangladesh reached $132 billion, complemented by low fiscal and sound fiscal policy, that measured less than 12 per cent in the last year. These kinds of events seem to be comparatively more beneficial of the rising technological company, Mapple Mind Technologies.

Moreover, Bangladesh is now promising investment opportunities, especially in the information technological sectors, labour-intensive industry, energy as well as the pharmaceutical industry. The government of Bangladesh is now actively seeking for foreign investment, particularly in information technology and energy-based projects, and offers a wide range of investment incentives under export-oriented growth strategy and their industrial policy, with a few formal distinctions in between domestic and foreign private investors. Besides these, Bangladesh has the lowest rates of wages in the whole world, and hence, the Mapple Mind Technologies can find here skilful labours according to their requirements for operating their business over there, within a much cheaper cost, which is also beneficial for their total budget.

The major imports of Bangladesh from the United States include electrical and mechanical equipment. US exports to Bangladesh have increased by more than 95% from $622 million in 2018 to $1.152 billion in 2019, while on the other hand, US imports from Bangladesh has increased by more than 14.8% from $5.2 billion to $6.1 billion during the same period. Major companies in the US are already present and doing business within Bangladesh include Wells Fargo, Citibank, ConocoPhillips, Chevron, Boeing, 3M and many others as well. Thus, after noticing all of these advantages, this Canada based technological-based IT company, Mapple Mind Technologies has decided to step on the ground of Bangladesh and conquer the market of technologies and become profitable by providing their products and services to the new audiences(Prasanna and Haavisto, 2018, p.5612).

State your planned entry strategy, and give your reasons for this strategy
Before entering into a new business, it is always safe to have some kind of strategies to work systematically to stay at an advantage as well as a steady position abroad. This requires serious consideration as today's decision is going to significantly impact the result shortly. There are various kinds of methods which can be used.

Exporting
Exporting is nothing but the direct sale of products and services in other countries. This is most probably the most known method to enter into a foreign market. This may also be cost-effective in nature as Mapping Mind Technologies do not need to invest in production facilities in their home country, which means all their goods are still produced and then are going to be sent to Bangladesh for sale.

Licensing
Licencing allows other companies in the target country to use a company's property. The property in question normally remains untouchable. For example, patents, production techniques and trademark. The licensee has to pay an amount of money to be allowed to use the property. Here in this scenario, Mapping Mind Technologies are used to use this strategy to sell their products and services in Bangladesh.

Franchising
Franchising is somewhere similar to the licencing, where the right of using a property is generally sold to a franchisee. However, the rules of carrying out the business by the franchisee are very strict. In this scenario, some companies within Bangladesh have agreed to open a franchisee of Mapping Mind Technologies, which is quite profitable for the company.

Foreign direct investment
FDI or Foreign Direct Investment is done when a company directly invests in facilities within a foreign market. A lot of capital is required by this to cover costs such as staff, technologies and premises. Mapping Mind Technologies has applied this policy to lower their risks during this huge investment (Kubicek et al., 2019, p.1063).

With the help of these highlighted above strategies, Mapping Mind Technologies are confident enough to expand their business within Bangladesh as the name of MMT Continuum Ltd and get high profit from it.

Describe the environment in which you will operate and the critical factors you must consider and how they will affect your organization

Mapping Mind Technologies is about to expand its business in the international market of Bangladesh. Like other business organizations, this company also is going to be affected by environmental factors.

Economic factor
Economic factors are one of the most important factors influencing the international business marketing environment. The current GDP of Bangladesh is quite high, and in this time, if Maple Mind Technologies launch their products and services in this market, they might get quite high profit from this.

Political factor
The political system of Bangladesh has always been favourable for business purposes. The Government of the country promotes foreign investments and welcomes foreign companies in their country, which is a good scope for the company for doing business.

Technological factor
Bangladesh is now promising investment opportunities, especially in the information technology sectors, and as Maple Mind Technologies is a technological based IT company, they can be profitable by doing business in this country (Schroff and Street, 2018, p.1311).

Socio-economic factor
Bangladesh has the lowest rates of wages in the whole world, and hence, the Mapple Mind Technologies can find here skilful labours according to their requirements for operating their business over there, within a much cheaper cost, which is also beneficial for their total budget.

Legal factors
Although Bangladesh is quite business-friendly in nature, the government of the company has introduced some strict rules regarding business especially in importing purpose, and hence, Maple Mind Technologies should be more aware regarding those rules and regulations and work with ethical behaviour.

Give a cultural profile of the local area in which you will be operating. What are the workers going to be like What kind of reception do you anticipate from local government, suppliers, distributors, and so on

Bangladesh is one of the easiest countries to start a business these days. Maple Mind Technologies are going to start their business in Dhaka, the capital of Bangladesh. Rapid advancement in science and technology is reshaping the economy across the whole world and Bangladesh is not an exception in this. According to the company, Bangladesh is quite interesting because of three critical factors- density dividend, rapid urbanization which is making the capital a hotbed regarding economic growth due to talent driving, and their demographic bulge, which is making their technology adoption so much faster. It is quite hard to find specialized talent within a home country. However, getting access to abroad, a business can also get access to the pool of potential workers, along with having a lot of unique skill sets (Zhang et al., 2019, p.128). Maple Mind Technologies also want to do the same. As a bonus, local talents having some unique skills also help the company to stay ahead in this market of the competition having some advantage. Besides, by hiring local talents knowing local costumes and local languages the company can serve their clients without any kind of complications. As a result of this, the company is also able to reach a wider range of audience as well.

The local government of Dhaka, Bangladesh is quite friendly. They have promised to cooperate with the company according to the established agreement between them. The operations management team of the company along with their suppliers are ready to help them by supplying their products to the distributors, and the distributors are known to distribute their products to different retail shops within Dhaka from where the public can easily get those products. Draw up an organization chart showing the organization and its overseas operations, and describe why you have chosen this structure The highlighted Canada based IT company, Maple Mind Technologies are using the hierarchical structure, which is one of the most popular chart types. According to this model, one group of employees are grouped with another group of employees having a clear supervisor. The grouping is done based on some few factors, which are as followed:

Function
According to this, employees of the Maple Mind Technologies are grouped based on the function they provide. The below image shows the organizational chart according to their functions such as admin and HR group, technical, finance and so on.

Fig. showing the functional organizational structure of the organization

Geography
Here, employees are grouped based on their region. For example, the employees of Bangladesh remain with other employees from the same region, which can help them to work effectively (Deng, Liu, Gallagher & Wu, 2018).

Product
Whenever Maple Mind Technologies are offering different services or offering multiple products, those can be grouped according to the nature of the services and products.

The reason behind choosing this particular structure is that this structure helps the company to work in a more organized way, which is very much essential as they are about to expand their products or services to a particular international market in Bangladesh as MMT Continuum Ltd.

The staffing policy management and relationship with the senior managers on this aspect Staffing policy management is apprehensive with the assortment of workers for meticulous jobs performance. At this stage, this engages with selecting the individuals who have different types of skills mandatory to do exacting jobs. Besides, the staffing plan can be implemented for promoting and developing corporate culture. By commercial culture, this organisation mainly suggests the organization's values and norms systems. The cultural control and staff policy mainly emphasize the business growth strategy. This technology-related organisation follows global and transnational strategies to fulfil the important needs for a powerful unifying social and cultural practice at the workplace. The requirement is rather inferior for companies pursuing a global strategy (Anggriani, Mardiyah, Istifadah & Supriatna, 2018). This organisation mostly uses the transnational and international strategies and the HRM different function to recompense significant concentration to choose persons who not merely have many skills essential to perform meticulous jobs but also the person can be fit with the organisational culture. This firm mainly used two types of staffing policy such as general electric and polycentric staffing policy. The general electric policy is to be found toward the transnational conclusion of the calculated spectrum and is not immediately apprehensive with different hiring individuals who have different skills essential for activities of the particular jobs.

This policy mainly believes in that if any workers are inclined toward the organization's values and norms systems by their character type so the firm provides a significant necessity for integration and highlights experience on fewer issues with the performance ambiguity. Another one is polycentric staffing which focuses on host-nation nationals to be engaged to manage the subsidiaries but the main nation nationals engage with key arrangements at communal headquarters. In numerous respects, the polycentric staffing approach provides many replies to the deficiency of the ethnocentric strategy of staffing. One benefit of assuming a polycentric staffing approach is that this company is fewer likely to experience from intellectual myopia. The host-nation managers are improbable to create the mistake starting from cultural misinterpretation that emigrant managers are exposed to. A flash benefit is that the polycentric approach might be fewer expensive to execute and drop the expenses of value formation. The Expatriate managers of this company can be incredibly classy to preserve for better work (Buehler, 2013). The serious manager always plays an important role in this company and provides different vital ideas about staffing management. In the sector of International Commerce Development Senior Manager mainly contained many business development ideas, strategy staffing management is another part of this work. In this company, the senior manager mainly uses generic electric and polycentric staffing approaches. The different skills an international commerce development Senior Manager essentially needs in command to be flourishing in the workplace. The senior manager of this company is also associated with business development and provides strategic proposals for improvement. Provide their management strategy on the logistic part of this company. Prepare and provide new market research techniques which help to increase the market in the international market (Cetin, Munthiu & Rdulescu, 2012).

Describe the leadership and motivation system and which is effective in this particular environment.

The leadership is an important endeavouring impression that always influences the different activities, value and motivational occupation of leader groups through communication and motivation towards the achievement of several ambitions. The leadership is explained as a process of manipulating the activities and occupation of the organized collection of individuals in the direction of the achievement and purpose. This is a preparation where the one individual can describe a principle or give a course for more or one individual and also gets them to occupation cooperatively with each other in that administration along with proficiency and achievement of the conscientiousness. The leadership and organisational management is a composite moral organization between individuals which is dependent on loyalty, beliefs, sentiments obligation and shared improvement of quality. This management of leadership is not only a human being engaged for several enigmatic women or men. It also includes a common procedure where universal people can contribute to it (Antonakis and Day, 2018).The Maple Mind Technologies company try to establish a new company in Bangladesh so the leaders of this company mainly cooperate with a significant measurement during transform of performance at the organisation. Leadership management performances mostly define the company's status. This can supply a positive or negative impact on the workers and just a leader can boost the longevity of industry and adaptability. The organisation leader is dependable for result plus centre on the production of goals and motivates the employee. The main job of a leader is to motivate the worker for better performance at the workplace. The motivation is the explanation word of accomplishment and guide to good performance. The leader of this company mainly proposes to individuals as being enthused, that faithfully representing the man is also trying most excellent to accomplish a certain work. In this company, leaders are guides to maintain worker relations. The leader of this company mainly uses a particular motivational theory to encourage people which are based on insubstantial reimbursement, reasonable rewards and the arrangement of the company (Chiedu, Long & Ashar, 2017). The leaders of this company apply the Needs theory of McClelland’s like motivational management which is discussed below.

The Needs theory of McClelland:
The theory is mainly based on three parts of motivating workers. The main three motivators are power, achievement and affiliation. The features are extremely leading in their performance and also associated with life experiences. This theory represents that each exacting need is most unlikely and few requirements are not approved by the main generation after another generation but it is obtained in individual life. A flourishing worker is driven by the organization and the reality of chances and feedback of production. The workers of this company get many discounts on shopping on technological instruments. The worker gets the remuneration over a period based on the situation and is competent to get several benefits from this organisation's growing significance in the similar way the shareholders obtain. Generally, of the leaders offered to employees coaching, training and mentor to maintain their individual growth (Cointe et al.,2017).

Discuss kinds of communication problems faced by managers in the host-country working environment. While the augment in globalization procedure has turned into apparent,it also highlights the gap between diverse societies and cultures has lessened significantly. This has certainly increased to an innovative branch of business management of this technology related company which provides cross-cultural problems. Managing commerce on a global basis can demonstrate to be an extremely challenging duty as there are diverse cultures concerned. Now businesses require studying the marketplace before manufacturing their entrance and acquiring successful steps to relieve in the total method. This dispute that the organisational manager has to work on and concentrate on external plus internal aspects. In these different cases, it is needed for the association to have every necessary information and details before endeavour out in fresh unexplored markets (Greco and Polli, 2020).

To recognize the different challenges that commerce expresses in foreign communication it is significant to appreciate the impression of international management strategy. Global management can be explained the division of management which mainly focus on the global business plan and operation. This mainly transfers the unidirectional journey of domestic borders to accomplish commerce operations at an international level. The explanation of the global management system does not instantly enclose the foundation of an original unknown marketplace but also has intellectual aspects. The main four proportions of global business management are reasonable, enlightening, legal opinionated and social and cultural aspects. To handle a different cross-cultural business enterprise a company must understand that it should undergo a fundamental change development to accommodate the social-culture and other connected issues of the recently located marketplace.

There is no definite method to have the ideal cross social and cultural communication but commerce can learn the barriers and challenges that survive and work out efficient traditions to undertake them. One such significant challenge managed by managers though communicating to diverse culture plus different status is ethnocentrism. The biggest obstacle faced by the business body and their senior managers concerning this issue (Cooper,2019). The Ethnocentrism is mainly the conviction that highlight culture is ethically and rationally correct and having discrimination next to other cultures. Any commerce unit that wishes to behaviour international deal and commerce in a foreign nation must understand that such discrimination could guide to a monetary defeat in the extended run. The common respects between the persons of diverse cultures for commerce to grow. The motivation for the malfunction of mainly cross-culturalinfrastructure represents ethnocentric knowledge of this particular company involved and ends up to set the complete venture into the threat.

Discuss any special control issues for this overseas operation and the strategies
Numerous control issues make apprehension for the abroad operation in Bangladesh because the Maple Mind technology wants to increase the business there. Methodically preparing a strategy that represents the mainline with many excellences of the host country does not permit total control and accomplishment of predetermined aims. There are numerous factors exterior to the association that are away from its management and can influence operations contained by the host nation (Gürel and Tat, 2017). These different concerns are discussed below.

The Global Business Strategies
As stated by Lee and Eckhart (2017), it is a very main concern for business development to go through themselves internationally and has to deal with limited responsiveness and international integration. Limited responsiveness resources the corporation needs to modify its merchandise in agreement with its strategy and policies. This circumstance was implemented by this company and this is the major reason for achievement. While international incorporation means commerce can pursue identical products and methods in other nations. In cooperation, these scopes have some essential commerce strategies internationally such as transnational, standardization, multi-domestic and export (Išorait, 2018). Manage over operations overseas: Mainly having 100 per cent possession of the overseas supplement does not make sure absolute manage over the operation. The nation could still have the uncertainties or oblige comfortable needs. The neighbouring government can potentially intercede and involve organisations to engage some local skill managers moderately than bringing some expatriates from the main headquarters. The government basically can furthermore impress joint ownership requirements. Even though the nation is determined to apply foreign ventures, the communist environment of government can control its important policies at all time (Haider et al.,2017).

The Firms charge of production: Even though the nation offers moderately low wage labour, worker's efficiency is inclined to be subordinate in budding economies compared to urbanized nations. They require being more mindful of the necessary time and capital used in the preparation of workers to meet up opportunities. This can eventually drive up expenditure.

Identify the concerns of the host country plus the local community regarding operations and ensure a long-term cooperative relationship.

The several of the apprehension the individuals of Bangladesh consider this Maple Mind technologies company as outsiders are approaching and constructing this trade and captivating up several of their residence lands. Besides, they may suppose that the company is trying to acquire over and obtain control. So, the company can guarantee that particular company purposes are not to do whichever of the exceeding thoughts. Furthermore, this is an enormous chance for cities to connect in and facilitate fresh status and at the equivalent moment, they can make safe and occupation within their community. Moreover, these changes provide them with the possibility to maintain what they describe home uncontaminated. So, in certainty, this commerce mainly creates the different good technological innovation that everyone as well as need and provides charitable to them the possibility to obtain a manager of the municipality who have deprived them before (Almond et al, 2017). For long term business management, this company has to work on some strategy for international growth management. This company has to work more on online platforms to increase international business. This company has to concentrate on local culture and the needs of people. This particular company turned into a transnational establishment and also used several essential senses for advertising on an international perspective. The company enlarged the production locally as well as preceded internationally (Maiyusril, 2018). The excellence of merchandise requirements immediacy to the neighbourhood marketplaces. The profitable condition and faction handled by the main office of the region. The obligation to earnings from everybody's knowledge and imagination makes elegant features of transport dissimilar information crossways the global as a particular organization is extremely popular. The head manager of the workplace provides several marketing plans which are supported in diverse areas. For restricted marketing strategy, the organisation manages the search engines' strain and this company follows this kind of approach. Social media is a high-quality perception for marketing strategy where marketing approaches accomplish customers' desired commodities (Cleverism, 2020).

Conclusion
The present study has reflected on managing organizations across borders and culture. In this study, Maple Mind Technologies has been taken as a hypothetical company, which is a Canada based company and after successfully operating it domestically for a long time, it was about to expand their products and services to a particular international market within Bangladesh. There it has been considered to operate their business as the name of MMT Continuum Ltd. The organizational structure has been described. The reason behind choosing Bangladesh for international business expansion has been discussed along withthe environment affecting the international market has been described as well. The type of organizational structure adopted by the organization to operate overseas has also been discussed. The present study has mainly highlighted the organisational strategy in the international market while discussing staffing policy and senior manager role. It has also focused on leadership method of this company and motivational strategy whiledescribing different communication problem faced by manger on international aspects. However, it has also outlined the special control issues for overseas operation and long term business strategy.

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