Small and medium enterprises competitiveness and internationalization field lab: internationalization plan for company beta - in-depth market analysis of Botswana

Abstract

Deciding to internationalize in a new market is a vital choice for the evolution of the company in many aspects, requiring an intensive study of the potential of the foreign market in which it decides to develop its commercial activity. The first phase of international market selection has led Company Beta to consider Botswana as a candidate for internationalization. But because of further analysis, Rwanda was seen as the best target market. In the final stages of the project, an analysis on the most suitable entry mode, the development of a marketing plan and an examination of the financial viability of the internationalization were conducted.