Internationalisation strategy
For a retail company of your choice with little (2 or 3 international markets at most) or no current physical international activities (the retailer may be selling online but has no physical stores) you should elaborate an internationalisation strategy.
The first step, for which you are responsible, is to select the first (or next country) the company is going to go to. Your report, to be presented to the CEO of the company, should be brief and contain the key elements that back up your choice. All supporting analysis should be included in appendices. On your report you must attempt to cover the following points (this is merely indicative and you are allowed to also cover other international elements of your choice):
1. Market selection criteria you will use to select your potential countries
2. Research and analysis of potential foreign markets based on the criteria selected above (start with the entire world and narrow it down to 3 potential markets)
3. Global micro- and macro-environment analysis for the 3 selected markets
4. Selection of 1 final market from the short list of 3 countries with justification of your choice
5. Market entry options for the identified country
Your report will be assessed based on the following criteria:
- Research evidence
- Depth and coverage of the selected markets
- Rigour of the links between theory and practice and the quality of the analysis
- Recommendations that follow logically from your analysis
- Presentation style (including Harvard referencing)
