Each of the three assignments forADMN 417 is a case analysis. Before you begin, make sure that you have read the “Note on Case Analysis” (below)—it outlines what a case analysis is and how it should be conducted. Do not use sources other than the case studies and the textbook to complete the assignments..

Maximizing your Mark


  • To maximize the mark you receive on your case analysis report, ensure that it includes the sections listed below. Use a bold heading to identify each section in your paper. The approximate number of words recommended for each section is shown below in brackets.
  • Executive summary (200 words): provides a coherent overview of the document it attempts to summarize. The executive summary, which should be writtenafter completing other sections of the case analysis report, must contain a brief statement of the core problem, pertinent details, and the recommendation.
  • Problem statement (50 words): identifies the core problem or issue facing the decision-maker. What is she or he trying to solve? Do not confuse the problem with its underlying causes. Likewise, do not “change” the problem. For example, if the problem is deciding whether a firm should enter Mexico via a joint venture, do not argue that China would be an ideal country for the firm to enter.
  • Analysis (600 words): identifies the underlying causes of the core problem. It should provide a well-balanced and detailed analysis of the situation by examining all relevant factors. Remember that unless you correctly identify the causes of a problem, it will be difficult to find a solution that “really” solves the problem!
  • Discussion of alternatives (400 words): includes two feasible and mutually exclusive alternatives that can be utilized to solve the core problem. Do not discuss alternatives that the decision-maker has rejected or about which she or he is not enthusiastic. Discuss all important advantages and disadvantages of each alternative briefly.
  • Recommendation (250 words): explicitly identifies your recommendation. Ensure that it is specific and feasible, and briefly explain your rationale for advocating a particular recommendation. Make sure as well that your recommendation is consistent with the rest of your report. Check to see if you have really addressed the core problem!
  • Make sure to stay within the time frame of the case study. If the case study ends in 2000, your analysis should assume it is the year 2000.
  • Write from the perspective of the decision maker in the case study.
  • Create exhibits (charts, tables, diagrams, etc.) to support your analysis of the case study and highlight the conclusions to be drawn from the exhibits in the body of your report.
  • Do not present the two alternatives in a table format, and avoid extensive use of bullet points.
  • Your report should be analytic rather than descriptive. Do not simply repeat the case facts and exhibits of the case study in your report. Use them to justify your analysis and emphasize the points you are making.
  • You must follow APA style for citations and referencing. TheOWL at Purduewebsiteprovides an overview of the American Psychological Association (APA) formatting and style guide.
  • Read your report carefully to check for punctuation, spelling, and grammatical errors before submitting it for grading.

In Assignment 2, you will analyze the case of GENICON, a US-based firm that manufactures and distributes medical devices for laparoscopic surgeries. The case describes the challenges facing GENICON as the company decides which market to enter next: Brazil, China, India, or Russia. If you haven’t already done so, review the Assignment Tips and Requirements and the Note on Case Analysis (links are on the instructions page for this assignment).
The GENICON case provides an illustrative example of a company experienced in developed markets venturing out into some of the fastest-growing developing markets. Completing this assignment will enable you to see the interconnectedness among foreign direct investment, business-government relations, and international trade. You will also explore the factors that influence a company’s foreign direct investment decisions.
The following questions are just a starting point that will help you organize your thoughts and better analyze the case. DO NOT simply answer these questions—rather, you must write a thorough case analysis as outlined in the “Assignment Tips and Requirements.”

  1. Evaluate the market potential of each of the four countries using comparable metrics. Which country makes the most sense from a purely quantitative perspective? Which variables are most important in your decision?
  2. Evaluate the market potential of each of the four countries using non-numeric data, such as ease of doing business, corruption, and culture. Which country makes the most sense from less empirical data? Does any previous international experience you have influence your decision?
  3. Combining data and management instincts, what country is the best fit for GENICON’s products, business model, distribution strategy, and future revenue opportunities into similar countries?



Assignment 2 — GENICON: A Surgical Strike into Emerging Markets

Unit 2: International Business and International Firms