High School

Please read the report below and answer the question by putting yourself in the position of a top manager.

**Question:** How would you enter the new markets (through establishing your own branches, joint venture, franchise, etc.)? Why?

**Report:**

For hundreds of millions of people in sub-Saharan Africa, obtaining adequate food and money is a daily struggle. KickStart founders Dr. Martin Fisher and Nick Moon viewed this situation differently. Each founder worked for a prominent Kenyan development agency, where they met. Martin earned two Cornell degrees and a Stanford engineering Ph.D. He experienced tremendous hardship after graduating and saw poverty as an engineering problem for humanity. Nick, on the other hand, was born in Mumbai to British parents and was exposed to emerging world energy from an early age. He quit school at 17 to pursue international entrepreneurship as a strong-willed idealist.

Martin and Nick met at their first development job and discussed the transitory effects of their efforts. They quickly realized that their diverse experiences had led them to agree that traditional development approaches needed reexamination. After reviewing their work on this crucial but difficult subject, they identified some core reasons for these failures and shared their findings with superiors and other leaders of important aid programs in the region. Big bureaucracies were inflexible, and self-criticism was harmful and discouraged. With each sign of sector-wide resistance to new development methods, Martin and Nick became more determined to implement their takeaways.

They believed that combining technology with the marketplace and the private sector might solve poverty. Martin, as an engineer, felt the right technology could improve millions of lives. Nick's business expertise and risk-taking added another layer: individuals must be able to invest in and buy these technologies. Both agreed that financial stability would allow the impoverished to prioritize and solve their remaining needs.

They took a gamble the private sector wouldn't: developing a product for rural African farmers, the world's poorest people, that would make them a lot of money. Instead of giving these technologies away, they sold them cheaply. Martin and Nick launched ApproTEC, now KickStart International, in 1991, based on their belief in excellent design and entrepreneurship. They reframed recipients as consumers, and their goods and services have helped 1,300,000 individuals escape poverty on their own.

Answer :

Final answer:

When entering new markets in sub-Saharan Africa, as a top manager, you can consider establishing own branches, entering into joint ventures, or exploring franchising opportunities. Each option has its advantages and disadvantages, and the choice depends on factors such as available resources, market conditions, and desired level of control.

Explanation:

As a top manager, there are several options to consider when entering new markets in sub-Saharan Africa: establishing own branches, joint ventures, or franchises. Each option has its advantages and disadvantages, and the choice depends on various factors.

Establishing own branches:

One option is to establish own branches in the new markets. This would involve setting up new offices, hiring local staff, and directly managing operations. The advantage of this approach is that it provides full control over the business and allows for a direct understanding of the local market. However, it can be costly and time-consuming to establish and manage own branches.

Joint ventures:

Another option is to enter into joint ventures with local partners. This involves partnering with a local company or organization to establish a new business entity. Joint ventures can provide access to local expertise, networks, and resources. It also allows for sharing of risks and costs. However, it requires careful selection of the right partner and effective management of the partnership.

Franchises:

Franchising is another option to consider. This involves granting the rights to operate a business under an established brand and business model. Franchising can provide a faster entry into the market and leverage the brand recognition of the franchisor. It also allows for shared marketing and operational support. However, it requires finding suitable franchisees and ensuring consistent quality and brand standards.

Ultimately, the choice of entering new markets through establishing own branches, joint ventures, or franchises depends on factors such as the available resources, market conditions, local regulations, and the desired level of control. It is important to carefully evaluate each option and choose the approach that aligns with the company's goals and capabilities.

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