Elixir Technology--Entry into the Middle East Report

Executive summary

Elixir Technology developed software products that facilitated report generation for professional software developers and for corporate strategy formulation . The company was considering expanding internationally in to create new business opportunities . In this respect , customization of product features was one of the key determinants of market success . In to access the necessary knowledge base on the local environment , the company implemented the strategy of forming partnerships with companies which had operational history in the market which Elixir Technology was contemplating on entering . The management at Elixir had already gained

some experience in this regard through its entry strategies in respect of Japan and China The same strategies could be applicable in the case of entering the market in the Middle East . However the applicability was only to the extent of the need to access information on the local environment . From its experience in entering the Japanese and the Chinese market , the management could well appreciate the importance of taking into account the local customs and values in business practices in the Middle East The question however was how to access this expertise

Problem statement

In to take advantage of rising business opportunities in the Middle East , Elixir Technology faced the challenge of formulating strategies of accessing expertise that would allow the company to align its strengths and weaknesses to the local business environment in the region

Data analysis

Flexible and scalable product features were the primary strengths of the company . Elixir Technology offered products features and services that catered to the needs of not only corporate clients but also to the needs of professional developers . The product was also scalable in terms of being modifiable for accommodating varying organizational structures Therefore the company definitely had the product line which would meet the challenges of international expansion . However the challenge was to create a new set of strategies based on the entry platform that had been developed from expansion to Japan and China . Whatever strategies were formulated ultimately , the management at Elixir Technology recognized that the strategic focus had to be cultural appreciation . Penetration into Japan had been facilitated by partnership with a medium-sized IT company which had helped to customize ER to local expectations Penetration into China had been facilitated through partnerships based in Hong Kong where companies possessed the know-how of operating in China . All these alternatives were relevant in its decision to enter the Middle East

Key decision criteria

One of the key decision criteria in entering the market in the Middle East would have to be forming partnerships with companies possessing know-how of creating business opportunities locally . This partnership would enable Elixir to customize its product and service offerings to the local business environment . The company had a flexible and scalable product . Therefore structurally it was agile . However it had no experience in the operational challenges that were likely to arise in the business environment in the Middle East . Under the circumstances Elixir Technology could best capitalize upon an agile organizational structure by...