Once a company decides to move into a new foreign market, the leadership must first weigh the potential benefits and costs. If foreign market entry is considered, the organization’s strategic mission, vision, and values will drive the market entry mode choice. You practiced with market entry modes in the learning activities area. In this assignment, you will be able to apply research to recommend a course of action for a given business scenario regarding foreign market entry considerations.

Scenario: You are the Vice-President (VP) for Development at GeorgiaPharm, a small but growing pharmaceutical firm based in Atlanta, Georgia. Its flagship product is Polybisol-7, a multi-spectrum antibiotic. Your research group has advised that this product can treat various prevalent infections in Africa. During your research, you noted Tatu City, a 5,000-acre special economic zone (SEZ) located 20 kilometers (12 mi.) north of Nairobi, Kenya, has already attracted several international pharmaceutical firms, including larger U.S.-based Moderna. You believe this growing special economic zone may present an opportunity for GeorgiaPharm to enter the African market. Now, you must recommend to senior leadership the best approach to pursue.

GeorgiaPharm Company:

Vision: To bring health-promoting medicines to everyone.

Mission: We make our life-affirming medicines accessible to those most in need.

Values: We treat our employees, partners, and stakeholders with honesty, integrity, and consideration.

Checklist:

Compare at least two advantages and two disadvantages of two of the following entry modes that could be used to enter the African market using the Tatu economic zone:

Establishing a Greenfield venture in Tatu
Exporting your American-produced products to Tatu
Franchising to another firm within Tatu
Re-licensing to another firm in Tatu
The comparison (i.e., one advantage and one disadvantage from each market entry mode) should include, but not be limited to, addressing: (1) economies of scale, (2) easier continuation of existing operations, (3) potential cultural conflict, and (4) the increase in company debt.
Summarize your final decision regarding the entry modes, explaining how your final choice aligns with the company’s mission, vision, and values. Be sure to provide support for your choice and explain why this mode would be the most prudent for the business.
Utilize at least three external sources as part of your research. Sources might include your textbook, a website recommended in a past journal, a discussion, an assignment, or any other academically credible resource found in the university library. Only sources cited within the body of the paper should be included in the reference list.

*This is an expository essay assignment. Please don’t use any tables.
*This assignment will be submitted to Turnitin™.
*Please refrain from using AI.