In the International Business Simulation: Market Entry, learners manage the international strategy and operations of a chain of casual dining restaurants for a period of 6 years. The aim is to develop a profitable international business by selecting attractive markets to enter, choosing entry modes and making appropriate decisions in local markets.
At the start, learners choose a home country and review key information on the 11 remaining countries that they are able to enter during the game. Each year, learners decide which countries to enter and the entry mode for each country (wholly owned subsidiary, joint venture and franchising).
Learners make several decisions for each market they are in, including the extent of product adaptation to local markets, sourcing of ingredients (global vs. local), pricing and promotion expenditure. From the second year onwards, it is possible to enter new markets, grow in existing markets or exit countries (if things go badly).
Succeed and learn
By playing the Market Entry simulation, participants learn to:
Carry out country analysis based on economic, demographic, cultural and political information, and make market selection and entry mode decisions based on this analysis.
Understand the characteristics of the most commonly used market entry modes.
Professor International Economics, Nyenrode Business University
"Students were enthusiastic and were able to make many links to topics related to international business and strategy. Learning effects were high and especially the unexpected events in the game made it exciting."