Kellers International Strategy

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  • Topic: Keller Group, Brazil, Market
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  • Published : February 7, 2013
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International Business Strategy - MGT 314
Lecturer: Yi Zhu

Keller’s International Strategy

Date Submission: 6th Feb 2013
Word Count:

Contents Page

Introduction…………………………………………………………………………....Page 1 Company Background ………………………………………………………………Page 2 Critically evaluate the external and internal environment of the company …….Page 3
Analyze the motives of the company for international expansion………………Page 4 Identify and analyze international business opportunities and risks, and choose one target. ………………………………………………………………………………….Page 5 Evaluate its market entry strategy in a particular country………………………..Page 6 Conclusion/Recommendation………………………………………………………Page 7 Bibliography…………………………………………………………………………..Page 8 Appendix………………………………………………………………………………Page 9

Introduction
It summarizes the whole plan in terms of its aim, issues to be tackled, research methods used, major findings, and suggestions/conclusion.

The main purpose of this report is to evaluate and analyse an international company’s strategic entry mode in to a particular market. The report has taken the opportunity to research the world’s largest independent ground engineering specialist and international construction company, Keller Group Plc (Anon, 2, 2013). They provide ‘innovative and cost effective solutions to ground engineering problems’ (Anon, 1. 2013). It is widely understood that two global events will be occurring in Brazil, which is the largest economy in Latin America, over the next 5 years. The blatant need for improving their infrastructure is a great opportunity for international construction firms. This is apparent because recently ‘a trade delegation from Sao Paulo was received by the UK government (28th January 2013) as it seeks to present Public Private Partnership projects worth $20bn to British contractors’ (Berkin, C. (2013). The main findings throughout this report are that Keller group plc. has used strategic acquisition to obtain their share of the global construction market.

The issues which are covered in this report consist of firstly; evaluating the history of the company and the steps that they have gone through to achieve their present position. The report will evaluate the external and internal environment of Keller Group plc. It is important that there is an indication to which country they can expand their presence in further and an analysis of their motives. Further, it will analyse the opportunities and risks of expanding into that said market, plus analysis of the environment. The report will then evaluate the best entry strategy that they have taken in entering the chosen construction market, with evaluation of specific factors concerning strategy which will be most effective for the Keller Group plc. Finally, the report will draw upon conclusions made throughout the analysis and provide recommendations.

The method which this report has collected secondary data is by means of extensive research. This has involved internet sites, such as, the Construction News and Hoovers Inc. which ‘offers propriety business information through the internet’ and ‘data feeds’ Anon, 3 (2013). Further to this journals have been used and an analysis of the opportunities in the markets of the target country. The reasons for this will be analysed in the following chapters.

Company Background
Keller Group plc is an international company that specialises in ground engineering solutions. The company is based in the UK, however through the means of strategic acquisitions has expanded worldwide. It now operates in 30 countries worldwide across 5 continents, employing over 6000 people Anon 1 (2013). The Keller group is a hub for the different arms which reach out throughout the world. As Keller operates in different companies via acquisition, it recognises that local companies have positive reputations and this is the reason why it actually operates under different names throughout the world. For example, in...
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