INTERNATIONAL MANAGEMENT Final Project

Introduction and Project outline

Skyfit Incorporated is an organization that deals primarily in the wholesale and retail of
sports apparel. The organization’s products are divided into 3 major categories: sports apparel,
equipment and accessories, and technologies. The organization operates primarily in America
but has physical locations in Mexico, China, Russia, England, Germany and Italy. It is privately
owned, and the owners are looking to expand into a new emerging market. The emerging market
identified for expansion in Qatar. This paper is an outline of Skyfit’s plan to expand into Qatar.
Outline
This document summarizes the emerging market that Skyfit would like to expand into. It
expounds on the country, international business, expansion and analysis strategy, and
suggestions and recommendations. Qatar is one of the nations categorized as an emerging market
by Forbes (Forbes 2018). The emerging market index places Qatar 13 th on the list of the countries
with the best potential. The biggest sectors in Russia are oil and gas, construction and financial
services. Data from IMF shows that the county is projected to grow at a 4% rate in 2022 (IMF,
2022). Qatar has a population of 2.96 million people as per the last census conducted (IMF,
2022). The country’s culture and language are primarily Islamic. A PESTEL analysis has been
included for the organization’s external environment. The country’s primary currency is the
Qatari Riyal. However, there is sufficient circulation of the US dollar, which may help Skyfit
avoid forex risks. Skyfit will engage in Corporate Social Responsibility (CSR) in sport; this will
help in cultural integration.
Qatar’s position in the global economy is influenced by its trade in oil and gas. The
country is a net exporter of the commodity and exports it in bulk. The United Nations

3
Development Program ranks Qatar’s HDi at 0.84, placing it 45 th out of 189 (UNDP, 2022). This
report includes an analysis of the importance of the HDI to Skyfit’s strategy.
The report has an elaborate section about the operational history at Skyfit, including its
formation, location, and a section about its product line. Recent Financial information has been
included in the report, such as the income statement and balance sheet. The report includes an
organizational structure and how the structure and operational strategy support the organization’s
entry into the emerging market.
The expansion and analysis strategy has been discussed in detail. The products, pricing
and promotional strategy have all been elaborated on in this report. The internal issues in the
organization have been discussed through SWOT analysis. The SWOT analysis evaluates
Skyfit’s strengths and opportunities; their importance in successfully implementing the
expansion into the country. SWOT also includes the weaknesses and threats; and how Skyfit will
overcome them in the emerging market. Skyfit will also overcome cultural, ethical and political
differences, which are quite significant between USA and Qatar (Ottsen & Berntsen, 2013). The
report includes stakeholder analysis, their power and influence perspectives and how they will
influence business decisions (Missonier & Loufrani Fedida, 2014). Successful implementation
will also depend on the successful application of managerial theories. The management theories
and corporate values that support this strategy have been discussed in detail. The final part of the
report includes suggestions and recommendations supported by scholarly evidence and best
practice.

4

References
Forbes. (2018). Qatar. Forbes.Com. Retrieved 2022, from
https://www.forbes.com/places/qatar/?sh=183fd6246726
IMF. (2022). Qatar and the IMF. IMF.Org. Retrieved April 5, 2022, from
https://www.imf.org/en/Countries/QAT#featured
Missonier, S., & Loufrani-Fedida, S. (2014). Stakeholder analysis and engagement in projects:
From stakeholder relational perspective to stakeholder relational ontology. International
Journal of Project Management, 32(7), 1108–1122.
https://doi.org/10.1016/j.ijproman.2014.02.010
Ottsen, C. L., & Berntsen, D. (2013). The cultural life script of Qatar and across cultures: Effects
of gender and religion. Memory, 22(4), 390–407.
https://doi.org/10.1080/09658211.2013.795598
United Nations Development Program. (2020). The Next Frontier: Human Development and the
Anthropocene – Qatar. Hdr.Undp.Org. Retrieved April 5, 2022, from
https://hdr.undp.org/sites/default/files/Country-Profiles/QAT.pdf