BUS 401 MODULE 4 CASE LATEST-TRIDENT
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BUS 401 Module 4 Case Latest-Trident
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BUS 401 Module 4 Case Latest-Trident
Module 4 – Case
MARKET SELECTION AND FOREIGN ENTRY-MODE
Assignment Instructions
Zipcar is a highly successful new company specializing in a
brand new model for automobile rental services, which allows their customers
long-term and flexible access to shared vehicles on a daily or hourly basis.
Zipcar’s innovative model allows those who sign up for their membership
services to share cars with other members on a flexible basis, creating a cost
effective alternative to car ownership. Since its founding in 2000, it has
grown to become a major player in the U.S. automobile rental market and has
expanded internationally to Canada, the U.K., Spain, and Austria and offers
rental services to almost one million customers.
Before writing your paper, make sure to carefully review the
concepts of country selection and evaluation in Venkateswaran (2012) as well as
the discussion of advantages and disadvantages of different foreign entry mode
decisions in Jeyarathmm (2008) and Rajagopal (2009). Once you have finished
reviewing the basic concepts of this module, read the following two articles
and do some of your own additional research on Zipcar:
Zipcar expands in Sacramento becoming 26th major metro market:
Based on strong demand, Zipcar increases number of vehicles, will open office
(Nov. 6, 2013) PR Newswire [Proquest]
Esswein, P. M. (July, 2011). Zipcar: Robin Chase. Kiplinger’s
Personal Finance, 65, 1 [Proquest]
Zipcar, Inc.; Zipcar acquires leading car sharing service in
Austria. CarSharing.at. (July 25, 2012). Mergers & Acquisitions Week, 196.
[Proquest]
Now suppose you have been hired by Zipcar to come up with an
international strategic plan. Write a 4- to 5-page strategic plan for Zipcar
that addresses the following issues:
What country or countries should Zipcar enter next beyond the
five countries they already operate in? Explain your reasoning for this
selection based on criteria from the background materials including
Venkateswaran (2012).
What mode of entry should Zipcar use to enter this country or
countries that you chose? For example, should they use a joint venture,
franchising, a greenfield strategy, etc.? Refer to the concepts from Jeyarathmm
(2008) and Rajagopal (2009) in your answer.
Answer the assignment questions directly.
Stay focused on the precise assignment questions; don’t go off
on tangents or devote a lot of space to summarizing background materials.
Make sure to use reliable and credible sources as your
references. Articles published in established newspapers or business
journals/magazines are preferred. If you find articles on the Internet, make
sure they are from a credible source.
Reference your sources of information with both a bibliography
and in-text citations. See the Student Guide to Writing a High-Quality Academic
Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing
Style Guide,” which is found under “My Resources” in the TLC Portal.
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