Hi there and welcome back.
In this video, I will talk about your work related to company analysis.
In this course, we will follow this framework and process for entering a foreign market.
First, we analyze the company,
its capabilities, and its strategy.
Second, we study different potential countries to
enter and select the most attractive option.
Third, we gain a deep understanding of the customer and their needs.
And finally, we recommend an entry strategy.
Now, integral to a company's strategy is its approach to corporate responsibility,
or in other words, a focus on the triple bottom line.
And through this project,
you will help Double Star look at its overseas expansion strategy,
not just as a way to increase its financial bottom line,
but also as a way to make a positive impact on society.
In this video, we will look only at
the first step of the framework, the company analysis.
To get started, you need to watch some of the videos that
we recorded while we visited Double Star in Qingdao.
And as you watch these videos,
you'll get a feel for Double Star's history, their values,
how the company's structured,
what their capabilities are,
how they view their global expansion.
You also need to read the case study that was written up about Double Star,
and some of the press releases and news articles that we've included.
In this module, it's really important that you get a good foundation,
a good understanding of Double Star so
take advantage of the materials that we've provided here.
Now once you become familiar with Double Star,
you will refer back to the OLI Framework.
If you remember, OLI stands for ownership,
locational and internalization advantages.
You're going to use this framework to determine what factors would
allow Double Star to successfully expand overseas.
After that, you'll use the AAA framework from your global strategy course to
determine why Double Star might choose to operate
globally versus just staying in their local Chinese market.
And you'll look at these four types of organizational structures
that Double Star could take to expand overseas: international,
multi-domestic, global, and transnational.
In the reading materials section,
you'll find readings on OLI and the AAA frameworks as well as organizational structures,
and that should help you in your assignment.
So, by the end of this module,
you should have a good understanding of how Double Star operates,
and based on its business model,
how it should approach international expansion.