Details of the Assignment
Using Lidl (http://www.lidl-info.com/) as a case company:
Q1. Identify a potentially attractive target market for the company’s future international expansion strategy. You will be provided with 3 specific countries below to choose from. In order to identify which of these 3 countries represents a potentially attractive target market, you are required to undertake a comparative PESTEL analysis of the macro-environmental factors of the 3 countries.
Q2. Discuss your rationale for the selection of your chosen market. Your rationale should be justified with a more detailed discussion of your PESTEL analysis of the macro-environmental factors of your chosen market which you have presented in the appendix.
Q3. Critically analyse the opportunities and threats in the firm’s industrial environment in your chosen market. Application of a relevant model or framework such as the 5-Forces analysis is required – a SWOT analysis is not acceptable.
Q4. Critically analyse the strengths and weaknesses in the firm’s internal environment which may support or challenge the firm’s expansion into your chosen market. Application of a relevant model or framework such as a VRIO analysis is required – a SWOT analysis is not acceptable.
Q5. Evaluate the various modes of entry available to the firm and recommend – with justification based on the findings of your analyses in Tasks 2, 3 & 4 above – the most suitable mode of entry that will enable this strategic international expansion to be a success for the firm.
Countries to choose from:
You are required to undertake a comparative analysis of the macro-environmental factors of the following 3 countries in order to identify a potentially attractive target market for your case company (Task 1):
Canada
Estonia
Turkey
Learning Outcomes to be assessed
This assessment assesses how well you can do the following (as outlined in the module specification):
Critically review the strategy of an organisation in light of international business issues, applying relevant theories and concepts
Produce a creative, strategic solution to a business problem for an organisation facing diverse challenges, taking into account the firm’s external and internal environments
