Consulting report - Bigmond mexican market entry business plan
Bigmond is a Peruvian company dedicated to the search of top executives offering a superior value proposition in the market. Given the great acceptance in Peru, the firm is keen to expand its commercial activities to Mexico to become a multinational company. The objective of the project is to dev...
| Autor Principal: | Marin Anicama, Mónica Giuliana |
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| Formato: | info:eu-repo/semantics/masterThesis |
| Idioma: | Inglés |
| Publicado: |
Pontificia Universidad Católica del Perú
2018
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| Materias: | |
| Acceso en línea: |
http://repositorio.pucp.edu.pe/index/handle/123456789/134736 |
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| Sumario: |
Bigmond is a Peruvian company dedicated to the search of top executives offering a
superior value proposition in the market. Given the great acceptance in Peru, the firm is keen to
expand its commercial activities to Mexico to become a multinational company. The objective of
the project is to develop a viable business plan for Bigmond's entry into the Mexican Executive
search market. An external market analysis was carried out to identify opportunities and threats
that could influence the success of the project. In addition, an industry analysis to assess Porter’s
Five Forces was carried out. After identifying the key factors, a qualitative and quantitative study
of the Mexican market was conducted to define the target market of the project in which
Bigmond should focus. The historical development of Mexico's industries, the growth forecast,
the demand for talent by sector, the provision for outsourcing services in companies, the
concentration of potential companies at the regional level and the main market trends were taken
into consideration for the assessment. Results showed that the target market should focus on the
central region of Mexico and on the development of the technology industry in each of these four
main economic sectors: Marketing and Communications, Manufacturing, and Financial Services
and Construction. Within a next step opening a branch in Mexico City has been identified as the
most suitable entry strategy for Bigmond. Then, the implementation plan included the marketing
mix, which showed that one of the key success factors will be the development of brand equity.
Finally, the financial analysis indicated a resulting economic TIR of 102.5% and a NPV of US $
309,000. In addition, a sensitivity analysis assessed the expected market share. Findings of the
nine scenarios showed an expected minimum IRR above 15% and a NPV greater than zero. This
leads to the conclusion that establishing a commercial activity in the Mexican market is a
feasible option with a promising outlook for Bigmond. |
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