Foreign Market Entry Strategy and Performance of Margarinerie Et Savonnerie Du Congo

Abstract

Increasing globalization processes and practices, presently taking place in the new century, presents before the global economic players’ various challenges and opportunities. Hence, integration of global economy, domestic deregulation and advancement of technologies promote business organizations to globalize their activities to harvest optimal market positioning. The study aimed to determine how foreign market entry strategies influence the performance of Margarinerie et Savonnerie du Congo. To help in literature discussions in regard to the research variables, the study was guided by Resource Based View and Diamond Theory of Competitive Advantage. Additionally, the study adopted a case study design where an interview guide was used to collect primary data from selected respondents in the company. Content analysis was adopted to analyze the data collected and establish common themes in relation to the research objectives. This research provides compelling insights into the foreign market entry strategies employed by Margarinerie et Savonnerie du Congo and their significant impact on the company's performance. The diversity of strategies, including exporting, partnerships through joint ventures and strategic alliances, and foreign direct investment, underscores the company's adaptability and strategic prowess in navigating international markets. These strategies have not only expanded its global footprint but also contributed to its financial stability and growth. This aligns with established principles in international business literature, emphasizing the importance of selecting appropriate entry strategies to thrive in foreign markets. Moreover, the respondents' emphasis on the long-term commitment to international expansion highlights the importance of persistence and dedication in the realm of global business. Margarinerie et Savonnerie du Congo's consistent implementation of these strategies over an extended period reflects its unwavering commitment to achieving sustainable growth and success. This finding resonates with previous scholarly work, which highlights that successful internationalization often requires a patient and enduring approach, as the complexities of foreign markets necessitate a long-term perspective. The positive non-financial impacts of these strategies, such as workforce skill development, ethical business practices, cultural exchange, and supply chain resilience, underscore the company's holistic approach to international expansion. Beyond financial metrics, these non-financial measures contribute to the company's sustainability, ethical reputation, and adaptability in a global context. This research offers practical insights for businesses seeking to expand internationally, emphasizing the importance of balancing financial gains with non-financial benefits to achieve well-rounded and sustainable success in foreign markets.To enhance its international expansion efforts, Margarinerie et Savonnerie du Congo should prioritize diversification of its foreign market entry strategies. While the company has seen success with exporting, joint ventures, and foreign direct investment, it is crucial to maintain flexibility and adaptability in its approach. Company leaders should regularly assess the suitability of their chosen strategies in specific markets and consider the potential benefits of alternative approaches.