IntroductionToday’s  business environment is characterized by competitive intensity that  requires innovative thinking and strategic decision-making competencies.  As a business professional, it is essential that you apply the  principles of design thinking and strategic decision-making to  positively influence the effectiveness of a business in its markets. In  this task, you will provide a market entry overview, using the following  scenario.ScenarioA  U.S. fishing boat manufacturer is known throughout the United States  for its innovative approach to product design, lean manufacturing, and  responsive customer service since its start three years ago. The mission  statement of the company is “We will provide the most innovative  customer-driven design and growth in the industry.” The founders’ ideals  for the company are described in the vision statement: “We will be the  most sustainable company in the industry.” The company’s ethical  statement that guides all conduct and decision-making is “We will make  decisions that are sustainable for customers and the environment.”

The  company’s founders have created an organizational culture of  innovation. They have provided incentives for employees’ creative ideas  and created testing laboratories where customers use the products and  provide design feedback. The founders have also invited innovators in  other industries, such as gaming and information technology, to improve  on the designs. The founders have cultivated a company culture in which  employees and founders are considered equal partners. The company  structure is decentralized, and all employees can access the founders at  any time for collaboration, shared decision-making, or relationship  building. All company decisions are evaluated by all employees to ensure  that everyone is committed to the decisions.

The company has  identified an emerging global market opportunity in India for its  products. Successful sales in India could represent a critical moment  for the company if the company establishes strategic partnerships that  will increase the likelihood of product success. The founders hope to  capture profits and market share and expand into other parts of Asia  within the first year of selling products in India.

Research  indicates market potential for the company’s sales in India because of  the importance of the fishing industry in the country. Fishing and  aquaculture are primary industries in the coastal regions of India.  Economic zones have been established to support the over 14 million  people who are an important part of the fishing industry. This industry  makes up 1% of the nation’s gross domestic product and 7% of global fish  exports (Hanko Hackberry Group, n.d.).

The company’s goal of the  market expansion into India is to be the first foldable fishing boat  manufacturer reaching the country. An origami-inspired foldable fishing  boat is the company’s most popular product. This boat comes designed as a  plastic carrying case that unfolds into the water like an origami paper  boat. This boat is suitable for uses in calm water, and the boat can be  recycled. The product retails for U.S.$200.

Traditional fishers  use nonmechanized boats, which would be ideal for the foldable boat’s  entry into the market. Laws and regulations surrounding the use of  nonmechanized boats favor importing foldable boats, which would be easy  for fishers to carry from home to the water. The business climate in  India is open to new partnerships to improve the fishing experience for  those who preserve the natural ecosystem with nonmotorized boats. The  National Fisheries Development Board (NFDB) promotes the use of natural  fishing equipment to reduce disruption to the fishing ecosystem in India  (National Fisheries Development Board, n.d.).

The U.S. boat  manufacturer’s founders met with the NFDB to request an endorsement for  their foldable boats because of the product’s sustainable design and  net-zero environmental impact. The founders discovered that the NFDB  would only endorse the boat if it was made of plastics used in India, in  order to reduce the waste products in the nation’s landfills.

This  endeavor would require the U.S. company to make a significant  investment in India. The company would need to purchase or build a  manufacturing facility, or it would need to contract with a facility  owner to secure a manufacturing location. It would need to employ Indian  workers. Lastly, the company would have to manufacture a new foldable  boat made from used plastics in India with an environmentally friendly  waterproof coating.

The new foldable boat could be designed in  several ways, and the company would need to test a series of paper  products and waterproof coatings to determine which would be suitable  for fishers in India. The fishers range in age from 13 to 70, so the  design would need to be comfortable and portable enough for all fishers  in this target group.

The company decides to hire Indian fishers  to help design the product to reach this market. These fishers will  provide qualitative, open-ended conversations and data that will be  valuable in communicating the product’s features and benefits to other  fishers. The product will be tested by a variety of fishers that  represent different sectors of the fishing industry, different regions,  and different cultural segments. Testing will provide generalizable,  qualitative data about the product use and effectiveness.Requirements

Your  submission must be your original work. No more than a combined total of  30% of the submission and no more than a 10% match to any one  individual source can be directly quoted or closely paraphrased from  sources, even if cited correctly. The originality report that is provided when you submit your task can be used as a guide.

You  must use the rubric to direct the creation of your submission because  it provides detailed criteria that will be used to evaluate your work.  Each requirement below may be evaluated by more than one rubric aspect.  The rubric aspect titles may contain hyperlinks to relevant portions of  the course.

A.  Discuss aspects of the company from the provided scenario by doing the following:

1.  Describe in detail how each of the following aspects from the scenario affect the company’s decision-making process:

•  company culture

•  organizational structure

•  strategic direction, including mission and vision statements

2.  Describe in detail how the company’s culture could affect the market entry strategy.

3.  Discuss in detail whether the organizational structure is an advantage or disadvantage to the company and explain why.

B.  Discuss the company’s product from the provided scenario by doing the following:

1.  Describe specific characteristics of the emerging market that affect the company’s product.

2.   Discuss how a product design change would meet the emerging market  characteristics identified in part B1. Support this discussion with  details from the scenario.

a.  Discuss in detail each  of the stages of the design thinking process the company would undergo  in the design of the product for the emerging market from part B2.

b.  Choose three of  the following aspects from the scenario, and provide a detailed  discussion of their effect on the design thinking process for the  product from part B2:

•  company culture

•  emerging market culture

•  company ethics

•  emerging market ethics

•  organizational structure

•  global legal systems

3.  Discuss in detail how the company’s ethical statement from the scenario influences the market entry strategy.

C.  Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.

D.  Demonstrate professional communication in the content and presentation of your submission.

 Reference List

Hanko Hackberry Group. (n.d.). Fisheries industry. Retrieved from http://investinindia.com/industry/fisheries/fisheries-industry

National Fisheries Development Board. (n.d.). About Indian fisheries. Retrieved from http://nfdb.gov.in/about-indian-fisheries.htm