Posted: November 19th, 2016

producing a report for your CEO to aid in the formulation of a country assessment and market entry strategy for the company

Imagine that you are employed by a leading multinational company and that
you have been charged with the task of producing a report for your CEO to aid in the formulation of a country assessment and market entry strategy for the company. The company need not be a real company. Given the
requirement to relate your report to the background of the company and its strategic objectives (see section on Background below) it will normally be easier to use a fictitious company rather than try to find a real company that fits in with the background conditions.

The assignment will require knowledge of all the module materials up to and
including Unit 8.

Assignment Aim
Overall, the purpose of the assignment is for you to demonstrate your practical understanding of the topics covered in the module as well as to develop your skills in preparing reports. You are advised to read the notes carefully and follow the guidelines provided. Failure to comply with the guidelines may lead to a reduction in grades.
Assignment Task
Background to the company
 The company is a Western European or North American multinational firm considering entry in to an emerging economy (see list of countries
below).
 The company is working in either the manufacturing or services sectors.
 The company wants to enter the emerging economy to achieve either
(a) market-seeking objective or
(b) efficiency-seeking objective.

It is important that you choose ONE of these objectives for your fictitious
company.
 You must also select the industry in which the firm is operating in and examine industry-specific factors when you analyse the industry
potential in the emerging economy for your company to achieve its
selected strategic objective.
Report contents
The assignment should not be more than 1,500 words and the report
appendices must not exceed 15 pages. It should be written in report form and be word-processed (including all tables). It must follow standard academic writing conventions in terms of referencing. The report should include the analysis and recommendations related to the following sections:
a. Advice on which emerging economy to be selected.
b. Advice on the industry potential in the selected emerging economy
c. Advice on the best market entry mode for the company to utilise.
The advice given should be based on your learning as well as international business literature and country and industry specific data applied within the context of the background information previously provided. Detailed data (statistics, and material that defines or explains the meanings of terms used in the report, etc.) used to support your advice should be put in appendices.
These appendices will not count towards the 1,500 word limit. However, appendices cannot be used to overcome the word limit by including material that should be in the body of the report.
Elements to be included in the report
Advice on the emerging economy selected (Country Assessment)
Your report