Consider the factors involved, including the market entry mode strategies that could be used, evaluate these factors, then offer recommendations to the British Safety Razor Company (BSR) on its forthcoming strategic planning.

... Whether considering entering new international markets, or concluding that a revised strategy is needed for existing multi-national companies (MNC), the decisions to do so are based on numerous variants. This paper shall initially consider the factors involved, including the market entry mode strategies that could be used, evaluate these factors, then offer recommendations to the British Safety Razor Company (BSR) on its forthcoming strategic planning. Variants and Factors The fundamental reason for being in, or entering, a new market has to be potential demand (Arnold 2003). This in turn leads to opportunities for growth and expansion. Once demand has been established a business must consider both internal and external factors. Internally, consideration needs to be given to the overall goals and objectives, technology, product line, location and size (Bradley 1991). Does the organization seek market penetration in a select number of markets, or does it adopt a market skimming strategy, entering a

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