Module Code: BMA5108-20H

Module Title: International Business

Strategic Evaluation Assignment : 4000 words

Assessment task:

In this assessment, you will act as a junior consultant working for a global business advisory firm.

Your consultancy team has been asked to evaluate the international strategy of an organisation operating in global markets and provide recommendations on how the organisation can strengthen its international position.

Organisations operating internationally must respond to complex global factors including:

• global competition
• economic and political conditions
• cultural differences
• technological developments.

Your task is to evaluate how an organisation operates internationally and assess whether its international strategy is effective.

Assessment Guidance:

Prepare a Strategic Evaluation Report analysing the international strategy of a selected organisation.

Organisation Selection

Choose one organisation that operates in at least three international markets.

You may select an organisation from the suggested list below or propose another organisation (subject to lecturer approval).

Suggested organisations –

1. Technology (Apple, Microsoft or Samsung)
2. Retail / Consumer brands (Amazon, Zara or Nike)
3. Food and hospitality (McDonald’s, Starbucks or Hilton Hotels)
4. Transport and logistics (DHL, Uber or Emirates Airlines)
5. Consumer goods (Coca-Cola, Nestlé or Unilever)

Report Structure

The following structure is provided to support your analysis.

1. Organisation and Context

(Approx. 400 words)

Introduce the organisation and its international activities.

Include:

• overview of the organisation
• international markets where it operates
• purpose of the report.

2. International Business Environment

(Approx. 800–900 words)

Analyse the global environment influencing the organisation.

You may consider factors such as:

• political and regulatory conditions
• economic conditions
• cultural differences
• technological developments
• global competition.

Frameworks such as PESTLE or CAGE may be used.

3. Drivers of International Expansion

(Approx. 600–700 words)

Explain why the organisation operates internationally.

Examples may include:

• market expansion
• access to resources or talent
• cost advantages
• technological opportunities
• competitive pressures.

Support your explanation with examples or evidence.

4. Evaluation of International Strategy

(Approx. 1200–1300 words)

Evaluate how the organisation operates internationally.

You may analyse:

• international market entry strategies
• global marketing strategies
• international supply chains
• management of international workforce.

As part of your evaluation, you must:

• compare the organisation’s strategy in two international markets where it operates, and
• use relevant market data to support your comparison.

Examples of market indicators include:

• market size
• population
• industry growth rate
• GDP per capita
• consumer spending.

Explain how the differences between the two markets influence the organisation’s strategy.

5. Intercultural Business Management

(Approx. 350–400 words)

Explain how cultural differences influence international business operations.

You may discuss:

• communication across cultures
• managing multicultural teams
• leadership in international organisations.

Frameworks such as Hofstede’s cultural dimensions may be used.

6. Strategic Recommendations

(Approx. 300–350 words)

Provide recommendations for improving the organisation’s international strategy.

Recommendations should:

• be realistic
• be supported by your analysis
• demonstrate strategic thinking.

Strategic Insight Tool

Your report must include at least one visual strategic tool to support your analysis.

Examples include:

• SWOT analysis
• PESTLE table
• international market comparison table
• strategy comparison matrix
• global expansion map.

Referencing

You must use Harvard referencing.

Sources may include:

• academic books and journals
• company reports
• industry reports
• reputable news sources.