Using Aldi (https://www.aldi.com) as a case company:
1. 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.
– Worth 30% of the overall mark; not included in the word count.
This background analysis must be included as an appendix and must be no more than 5 pages in length.
2. 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.
– Worth 15% of the overall mark; 700 words.
This task must be presented in the first section of the main body of your report.
3. 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.
– Worth 20% of the overall mark; 950 words.
This task must be presented in the second section of the main body of your report.
4. 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.
– Worth 15% of the overall mark; 700 words.
This task must be presented in the third section of the main body of your report.
5. 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.
– Worth 20% of the overall mark; 950 words.
This task must be presented in the fourth and final section of the main body of your report.
You are strongly advised to structure your report in the same order as the assignment tasks set out above.
Remember to include a list of references used at the end of the report (presented Harvard style).
Countries to choose from:
You are required to undertake a comparative analysis of the macro-environmental factors of following 3 countries in order to identify a potentially attractive target market for your case company (Task 1):
• Canada
• Latvia
• Norway
