Sample Term Paper

  • Was it retail? If so, how could Burt’s Bees establish a presence in such a crowded market?

Burt’s Bees is not a retailer in its core business. It can be better explained with the help of a company’s mission statement – purpose of existence.  The mission statement of Burt’s Bees claims that it is a manufacturing concern (Timmons, Spinelli, 2009, p. 217). so the core business is identified here.

However, companies do go for Backward/Forward integration to expand and access their business operations’ routes. The entry strategy for global markets would be different depending on market size and growth potential. Steps which are discussed above can formulate an entry strategy for Burt’s Bees. The company has a high potential in all given industry and market criteria, this would prepare solid grounds in developing the best strategic fit for Burt’s Bees entry. It can take or develop few of its competitive advantages to assure a strong entry:

–          Price and cost of a product/business such as lip balm costs 23 cents and sold for $2.5

–          Company owned channel of supply and distribution (Backward integration)

–          Gain a strong edge on service chain

–          Entry timing and networks must be timely planned (Timmons, Spinelli, 2009, p. 175)

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