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    Project Selection Rationale - Riordan Manufacturing

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    Hello, I'm not sure if you can help me with this or not. I'm not quite sure how to approach this. Please see attached paper for information. Thank you.

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    Riordan Manufacturing was initially founded in 1991 and has seen significant growth since its inception. Today Riordan Manufacturing is a global competitor in the plastics market with over 550 employees. Projected earnings exceed $46 million with an intense focus on manufacturing and sale of plastic beverage bottles, custom plastic parts, and plastic fan parts. This paper will identify an international expansion project with several clear objectives that Riordan can use to retain its competitive edge in a global economy as well as the impact of regional trading blocs on the project.
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    Riordan as a market leader can use two basic strategic options. One is to win even greater share from the smaller firms in the market, the other is to attempt to expand the overall market. Expanding the overall market is the more advantageous of the two strategies because it is a better match for Riordan's operating environment and resources. Riordan can employ a mobile defense and a bypass attack as a combination tactic to expand the overall market. A mobile defense is when the market leader moves into new markets before the competitors can do so, in effect, taking a proactive approach. A bypass attack is when a challenger bypasses all other firms in the market and targets completely new markets. This is especially effective in a global context, where a new market may open up in which the leading competitors are not present (Blythe & Zimmerman, 2004). By acting as both a market leader and a challenger when the environment warrants it, Riordan can expand its overall global market thus retaining its edge as the global leader in plastics.

    An issue in global marketing for Riordan is dealing with penetration barriers erected by governments of foreign countries such as the government of China which can deny Riordan the permission to conduct sales and marketing activities within its borders. As a national high-share company operating in a global market Riordan has the means to allow the national governments in third world countries it wants to penetrate a share in the firm. This type of joint venture will help ease its entry into markets where entry would otherwise be difficult, such as China and the Middle East because it will allow the governments of those countries to raise revenues without raising taxes (Blythe & Zimmerman, 2004).

    Another force affecting Riordan's industry environment is using effective competitive strategies in foreign markets. Riordan's global marketing strategy is not complete and may fail if it is not cognizant of the effect of regional strategies on its success. Regionally focused ...

    Solution Summary

    This is a description of how to identify and rationalize an international expansion project for Riordan Manufacturing, a fictitious company.

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