An examination of how the market entry decision influences the business ability to internationalise and survive in a foreign market (The case study of Diageo in African market)

2014 dissertation for MBA in International Business. Selected by academic staff as a good example of a masters level dissertation. This research is design to examine the market entry decision and how it can influences the business ability to internationalize and survive in a foreign market. The researcher has chosen the case study methodology for this research; the case study is on Diageo PLC upon how they took their decisions to select a particular entry mode on African markets. Diageo is one of the world’s largest producer and distributer of branded premium of wine, beer and sprits, for many years the company has build its business by expanding in different foreign markets, especially in Africa where new growth is emerging
and there is favorable demographics ready for beverage consumption. Wide numbers of researchers have study about market entry mode because it “lies at the vey heart of international business” (Koch, 2001), also its believe that the importance of such study and its outcomes decision develop with the growing dependence of the companies on the international business survival. The entry mode decision can be very complex process and the decision can have strong implications over the entire firm performance. Therefore this
research has focused on analyzing the factors influencing Diageo decision to select a particular entry mode, also the research has focused on evaluating the success of Diageo entry into African market by analyzing their (ROI) return on investment, profit and brand position.