Global Business Entry Strategy - Research Paper Example

Athena Health Inc Entry Strategy in the UAE Athena Health Inc Entry Strategy in the UAE Athena Health Inc is a US company that produces software that helps physicians to provide customers with efficient services. The products that the company produces include electronic medical record, medical billing, online practice management, care coordination, and patient communication. The patient communication system enables physicians to contact their clients even when they are far from the health centre.

The practice management, on the other hand, is a system that integrates knowledge with business services. This structure makes administration work easy in a health centre (Hubbard, 2013). The organization was founded by Todd Park and Jonathan Bush in 1997. The company became public in 2007 when the managers of the firm sold its shares in public. The company’s headquarters is at Watertown in Massachusetts and it has branches in India. The Health Inc may penetrate the United Arab Emirates market through the use of Greenfield investment.

Greenfield investment is one that involves building a manufacturing plant from the ground until it becomes a fully operating company. This means that an organization transfers its competencies in the new market so that it can produce all its products in this location (Rogmans, 2012). The managers of Athena Health Inc need to start by acquiring a license that allows the company to construct a plant and conduct business in UAE. The managers should then plan how they will begin the investment project after purchasing land and acquiring permission to conduct business in the country.

The business plan includes projection of costs of constructing the firm and the profits that the business expects to earn in the new business (Rogmans, 2012). The company will hire experts such as engineers and experts when making the plan so that they can help in the predictions of technical aspects of the business. For example, the company must hire environmentalists who will help in forecasting the organization’s future level of pollution. The company must then write an environmental report and present it to the UAE environment authorities for approval.

This is because each country has an acceptable level of pollution beyond which firms are not expected to continue their operations (Hubbard, 2013). The company will create relationships with the government through the tax department, and the environmental authorities in the new location. This is because the organization has an obligation to file its tax returns and not exceed the acceptable level of pollution. The company may create partnerships with health care service providers in the new market so that it can provide them with the systems that they desire (Hubbard, 2013).

Athena Health Inc will also create a relationship with the media and other advertising firms that will help it in informing customers about its existence and the products that it offers. The limitation of this strategy is that it is costly; however its long run profits exceed the costs. The organization will also create a relationship with the society to ensure that it is socially responsible. The firm may create such socially responsible with the community by supporting and funding projects such as establishment of health centers.

The relationship with the society is a highly significant association because it enables the community to accept the company by purchase its products. This will then increase its sales and profits (Rogmans, 2012).ReferencesHubbard, N. (2013). Conquering global markets: Secrets from the worlds most successful multinationals. Hampshire: Palgrave Macmillan.Rogmans, T. J. (2012). The emerging markets of the Middle East: Strategies for entry and growth. New York: Business Expert Press.