D081 Market Entry Overview

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Western Governors University *

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D081

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Jan 9, 2024

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Western Governors University Henry Santana Student ID: 011308113 D081 Market Entry Overview Part A 1. Provide an in-depth explanation of how the organizational culture of the company may impact the strategy for entering the market. The manufacturer of fishing boats fosters an environment that encourages innovation, allowing for the exploration of creative concepts. This dedication to inventive thinking aligns with an adhocratic culture, aspiring to be the industry's trailblazer in product development. The adhocratic culture not only nurtures innovation but also invites customer participation through reviews, promoting collaborative efforts with diverse stakeholders. Enabling customers to actively contribute to the boat manufacturing process proves beneficial for the market entry strategy, creating a sense of ownership and potential long-term gains for the company. 2. Delve into a comprehensive analysis of whether the company benefits or faces drawbacks from its organizational structure. Clarify the reasoning behind your assessment. I think the existing company structure encounters drawbacks because of the encouragement of various ideas for product design. With everyone being treated equally and contributing ideas, reaching a consensus on the design of the new product becomes difficult. A more centralized structure might be more efficient, where only a few individuals are entrusted with the design decisions. This approach would simplify the decision-making process and enable the company to move forward based on a more concentrated set of choices. 3. Explain thoroughly how each of the following elements in the scenario influences the decision-making process of the company: Corporate Culture : The company boasts a dynamic culture that nurtures innovation and encourages employees to share their ideas. The workplace is designed to be conducive, fostering a stress-free environment that adds to the enjoyment of work. Furthermore, the company actively solicits input from customers to refine product design and is open to collaborating with innovators from other firms to enhance the overall design process. Organizational Arrangement : The company's decentralized structure fosters a positive atmosphere, promoting employee autonomy and eliminating the need for strict supervision, resulting in a more relaxed workplace. This setup encourages open communication, allowing employees the freedom to share their thoughts and ideas. It also emphasizes accessibility, facilitating collaborative decision-making and the establishment of new relationships. Decision- making is inclusive, considering perspectives from top management and employees, fostering various opinions.

Strategic Focus, encompassing mission and vision statements: The fishing company's mission statements highlight a dedication to innovation and a customer-centric approach. Prioritizing customer satisfaction, the company actively involves fishers in testing and providing feedback on their products. The vision statement articulates a commitment to sustainability, expressing the company's aim to produce durable boats using recyclable materials like plastics for enhanced transport convenience. PART B 1. Outline distinct features of the evolving market that impact the company's product. Legal and Regulatory Landscape, coupled with Environmental Considerations: Selecting India as the manufacturing hub for the foldable boat stands out due to favorable laws and regulations, as well as positive environmental implications. This decision streamlines the transportation for fishers and cuts down on the expenses associated with importing from the US. Adhering to the National fishery guidelines in India, the company gains advantages from the promotion of organic fishing equipment, minimizing disturbances to the fishing ecosystem. Engaging with the National Fisheries Development Board (NFDB), the company secures endorsement if the fishing boat is exclusively crafted from locally sourced plastics, contributing to reduced waste in the nation's landfills. Beyond sustainability, this strategic move opens avenues for the company to establish a manufacturing facility in India, providing employment opportunities for the local workforce. B2. Explore how modifying the product design aligns with the identified characteristics of the emerging market discussed in part B1. Substantiate this exploration with specific details from the scenario. The origami boat is equipped with a plastic casing that unfolds into the water, mimicking the appearance of a traditional origami paper boat. It proves effective in calm waters, is recyclable, and operates without mechanical components. Enhancements to the product for sustainability can be achieved through collaborative brainstorming. To obtain the necessary endorsement from NFBD, the establishment of a facility in India is a prerequisite, and the boat must be constructed from recyclable plastic. Conducting thorough research is essential for the company to design the plastic-based boat. B2a. Examine each step in the design thinking process the company would undertake during the product's creation for the emerging market outlined in part B2. Step 1: User Understanding : Crafting the boat design necessitates a thoughtful consideration of consumer needs, emphasizing the development of a sturdy and enduring boat. To accomplish this, engaging in consumer surveys becomes crucial, enabling the collection of valuable insights into their preferences and design specifications. These insights can then be incorporated into the final product.

Step 2: Clarify: The manufacturer endeavors to resolve various issues encountered by Indian fishers. The product, being non-mechanized, boasts zero economic repercussions and offers comfort to individuals in the age range of 13 to 70. Step 3: Generate Ideas: In this phase, the company will address the issues identified in stage 2. Input from employees, top management, and customers will be acknowledged. This collaborative approach will help emerge diverse ideas about the boat's construction and design. Step 4: Model Development: During this phase, the company will experiment with various concepts and create diverse prototypes to gauge customer satisfaction with the designs. Step 5: Evaluation: The company will provide an opportunity for customers to experience the boat, and fishermen will offer feedback to the company through assessments. Step 6: Execution: This is the phase where the boat is manufactured and made available for purchase. The company will also encourage customers to provide feedback. B2b Corporate Organization: The company's structure, characterized by decentralization, promotes collective input from both employees and founders, ensuring that each idea holds significant weight in the successful crafting of the fishing boat. This organizational arrangement emphasizes inclusiveness, where everyone is actively involved, fostering heightened creativity and innovation in the boat's design. Ethical Standards of the Company: As outlined in the company's ethical guidelines, the objective is to make sustainable and beneficial choices for customers and the environment. The company is committed to developing a product that is not only environmentally conscious but also user-friendly, ensuring convenience for consumers. These ethical principles will play a significant role in shaping the boat's design during the ideation and prototype stages. Organizational Atmosphere: The company's emphasis on creativity and teamwork will play a pivotal role in the design thinking process. The company's innovative endeavors will be assessed in the stages of ideation, testing, and prototyping. The collaborative culture ensures that input from all employees is valued. Additionally, the company's ethos will influence the implementation stage, as it prioritizes customer input and considers feedback for continual improvement in future products. C. Discuss in detail how the company’s ethical statement from the scenario influences the market entry strategy. The company's ethical declaration underscores its commitment to ensuring sustainability for both consumers and the environment. This is achieved by incorporating recycled plastic in the construction of the fishing boat. Moreover, the company places a strong emphasis on actively seeking and considering customer feedback on the boat's design, creating an open avenue for continuous improvement. References

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Western Governors University (WGU) provides information on the U.S. fishing boat scenario (WGU, n.d.). The Department of Fisheries in India released a handbook on fisheries statistics in September 2019 (Government of India, 2019). The handbook can be accessed at https://dof.gov.in/sites/default/files/2020-08/HandbookonFS2018.pdf. For information about Indian fisheries, refer to the National Fisheries Development Board's website at http://nfdb.gov.in (NFDB, n.d.).

D081 Market Entry Overview

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