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2. Critically discuss which country you would recommend them to enter and the rationale behind the decision. An appropriate country analysis needs to be conducted to support the rationale.



Brexit has compelled your company to make changes to the international business growth strategies that are currently being employed. Your CEO feels that it would be appropriate to look outside the EU for new markets. You are a senior manager who is responsible for strategy development. You must advise upon the development of an internationalisation strategy to cover the following: -

  1. Provide a brief overview of your organisation and the rationale for going international.
  2. Critically discuss which country you would recommend them to enter and the rationale behind the decision. An appropriate country analysis needs to be conducted to support the rationale.                     
  3. Based on your analysis, critically evaluate a relevant strategy for the internationalisation process for the specified target market.  Areas that need to be covered are entry method, marketing, managing operations and managing human resources.                                                          

Note: You can choose any existing UK-based company (it does not have to be a British company). You must choose the core product (or product line) or service within the portfolio of that organisation. Your choices must be explicitly mentioned.

Report Structure: -

  • Title Page
  • Table of Content (excluded from the word count)
  • Executive summary - (excluded from the word count)
  • Introduction
  • Analysis and discussion
  • Recommendations
  • Conclusions
  • Reference List (excluded from the word count)
  • Appendix - please use judiciously (excluded from the word count)

Assessing all LOs


3000 Words maximum. (+/- 10%)


Please note the following when completing your written assignment:

  1. Writing: Written in English in an appropriate business/academic style
  2. Focus: Focus only on the tasks set in the assignment.
  3. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard referencing throughout is also provided.
  4. Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive.
  5. All referencing should be in Harvard style.

Learning Outcomes tested

(from module descriptor)

Assessment Criteria to achieve each outcome a student must demonstrate the ability to:

LO1: Evaluate international business practices and discuss how they are being shaped by economic theories, financial, socio-cultural and political forces; with particular emphasis on the business practices of UK’s major trading partners

Demonstrate an understanding of the motivations behind the formation of an international business venture in the internationalisation/globalisation process.

LO2: Evaluate the key elements of the international environment which have an impact on the activities of international firms;

Discuss the criteria that are utilised by firms in foreign market selection process.

LO3: Analyse the basis and recent patterns of international trade and investment;

Analyse the decision making criteria that determine the suitability of the tools used to make decisions in international business.

LO4: Demonstrate a critical understanding of a range of market selection techniques;

An evaluation of the external environment in the foreign market.

LO5: Select appropriate methods of international market entry and development

Demonstrate an understanding of the suitability of international strategies in international/global expansion.  

LO6: Comment critically on the main methods of risk minimisation available to international companies;

A critical assessment of the benefits and challenges of the use of strategic options in foreign market entry.

LO7: Apply appropriate concepts and theoretical frameworks to the workplace experience.

A clear demonstration of the review of the relevant and up-to-date literature from a range of credible sources.


In the main body of your submission you must give credit to authors on whose research your work is based. Append to your submission a reference list that indicates the books, articles, etc. that you have read or quoted in order to complete this assignment (e.g. for books: surname of author and initials, year of publication, title of book, edition, publisher: place of publication).


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