Each year, second-year Global Business students enrolled in "International Business" are required to prepare a business proposal for market entry in a specific country for a "client" company.
At the Project kick-off on 5 October, the "client" for 2012 was unveiled to students as Ryohin Keikaku - owners and retailers of the brand "MUJI". Students heard Ms Akiko Masuda from Ryohin Keikaku describe the business of MUJI, their overseas operations, and the challenges of introducing products into foreign markets.
Each group of students will analyse the business environment for a given country, decide which products they should enter with and how they should market them. Students will deliver their final presentations in December in a contest-style presentation session.
Adam Johns, PhD
Assistant Professor College of Business