INTERNATIONAL BUSINESS: ASSIGNMENT INSTRUCTION
BACHELOR OF BUSINESS ADMINISTRATION
In Course Assignment – March 2007
Your workbook identifies the following modes of international market entry and development:
Exporting (indirect and direct)
Licensing and Franchising
Wholly owned subsidiaries
For your assignment you are required to write a report which identifies and appraises the international strategy of an organisation of your choice which uses some or all of these modes of market development in any combination to develop overseas business. Your report should be no more than 2000 words not including appendices.
For the company you select, identify and critically appraise the international expansion strategy of the organisation. You should consider questions such as:
Which method of international expansion has the company used to date?
Has the company selected the most appropriate development method?
What other methods might be suitable for the company?
Should different methods be used in different markets?
Should the development mode be combined with other expansion methods?
(For example, McDonald’s restaurants in the UK is a wholly owned subsidiary of the McDonald’s corporation. To control quality, McDonald’s in the UK initially developed the market through joint ventures with suppliers, and through opening its own outlets. Only when quality and reputation were established, did it begin to grant local franchises to expand the market)
Your work will be marked as follows:
RESEARCH 30% of total marks
- Selection of appropriate company, and knowledge of its development
ANALYSIS 30% of total marks
- Ability to explain and analyse the use of entry modes to date
EVALUATION 30% of total marks
- Critical appraisal of the current strategy, recommendations for development
PRESENTATION 10% of total marks
- Clarity of format, content and expression
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