About The GLOBE Ambassadors Program

"The GLOBE Ambassadors program is sponsored by the College of Engineering, providing a free learning and travel program for Berkeley Engineering students. Students are selected by a College of Engineering committee after an application process. All departments in Engineering are considered and the program addresses technology innovation broadly across industry fields to expose students to the range of career opportunities they may not have previously considered or encountered.
The program features 5-8 preparatory educational sessions about the target countries, their geopolitical and economic status in a global context, and exposure to a variety of social enterprise, start-ups, corporate, and governmental programs in technology innovation. The preparatory sessions are followed by a trip to the target countries to visit and engage with university research programs, social enterprises and start-ups, large industry, governmental institutions and UC Berkeley alumni." (taken from website)

Problem

Our team of four engineering students was tasked with proposing US market entry strategies for Molsentech, a Taiwanese startup dealing with Bio-FET technology. We were faced with the challenge of understanding the Taiwanese geopolitical climate and identifying improvements for the Molsentech product to make it more appealing to US audiences.

Through our research and a thorough SWOT analysis, we found that Molsentech's product had limited appeal in the US market due to its lack of differentiation from competitors. Additionally, we discovered that the company's marketing methods were not effective in the US market, even though it's the first of its kind to commercially market Bio-FET technology.

Proposed Solution

To address these challenges, we proposed a few solutions to improve Molsentech's product and marketing strategy. First, we recommended that the company differentiate its product by focusing on specific cases where it outperformed competitors. This would allow Molsentech to carve out a niche in the crowded US market.

Secondly, we suggested that Molsentech revamp its marketing strategy by partnering with US industry companies to increase brand awareness and credibility as a short-term business-to-business and business-to-consumer strategy. For long-term strategies regarding business-to-administration, we strongly emphasized the need for this company to become a design house by becoming it's own original design manufacturer and by increasing licenses.

"Our team's recommendations had an insightful impact on Molsentech's venture into the US market. Their product differentiation and revamped marketing strategy led to significant increases in brand awareness, credibility, and sales revenue."

Please feel free to take a look at my team's full presentation PDF through this link: https://drive.google.com/file/d/1x00wMjZWGKwelkDeREv8kBtjvHUqKNc0/view?usp=sharing

If you have time, here is my team's recorded presentation: https://drive.google.com/file/d/17cio3wGc-rN9QceQUmryXbByYHY6SoWo/view?usp=drive_link

Improving Molsentech's US Market Entry Strategy