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Management Brief:EvaluatingInternationalization strategy

End of Module Assignment –Management Brief:EvaluatingInternationalization strategy(60% of total marks for this module)

The Management Brief represents the culmination of all your work on this module. Having undertaken an environmental audit on three market regions for the first module assignment (onBOFFI (A): MANAGING INTERNATIONAL IN LUXURY GOODS)and studied internationalization process and its management, you are now required to independently evaluate the internationalization strategy of the business and make recommendations to the Board of Directors on suitable future internationalization options available to the business.Your evaluation and recommendations should be presented as aManagement Brief.

A concise summary of key findings from your environmental analysis that justify further internationalization and your evaluation and recommendations should be presented as a Management Brief, using the framework given below.
Your Management brief should include:
1. Title Page

2. Executive summary

3. Table of contents

4. Introduction

5. Summary of Environmental Audit (Current markets)
(concise presentation of the key finding from your environmental analysis drawing conclusion to validate need for all the choices you will recommend. i.e further international development, new host country, strategy to adopt, entry mode etc. this could be evidenced through appendixes to the management brief.)

– A detailed SWOT discussion could be useful (presenting evidences of finding)

6. Internationalization
• External Analysis(minimum of two new host countries)
– Macro, micro and lifecycle
• Motive for Internationalization
• Evaluation of National Competitive Advantage
• Evaluation of mode(s) of entry (Suitability and feasibility)

6. Conclusions and Recommendations (including pros and cons)

8. References
Your assignment should include in-text citations and supported with a full List of References at the end of the assignment.

My writing style, this is from my previous coursework. (Marketing)

Domestic and international marketing is different in scale of regions which business covers and in difficulty on those foreign markets. (Doole and Lowe: 267) However, domestic and international marketing has a similarity, for example, both may create positive or either negative changes for the business. So, the business should be flexible and be able to adapt to external changes.


Many marketers use PESTEL approach to analyse external changes through the social/cultural, legal, economic, political, technological and environmental factors. (Stephan and Coulter: 70) In our case, PESTLE approach is also being used to analyse the IKEA’s marketing environment. Firstly, the political factor has had a huge impact on the organization in India during the initial entry. (Behal, 2015) IKEA initially planned to enter the India market back in 2007, but unfortunately economic reforms within the country at that time did not allow it to the company. (Behal, 2015) Secondly, the legal factor also challenges IKEA when they tried to return to India in 2013. (Behal, 2015) This is due to difficulties in buying land process, as a result many office workers were hired. Nevertheless, IKEA is optimistic about the India and planning to open its first store in Hyderabad in 2017. (Behal, 2015) Thirdly, the technological factor has influenced on not only IKEA dramatically, but also the entire industry. For instance, the IKEA UK made 10% of its turnover in 2014, due to 26.8% online sales growth. (Mintel,2015) This leads that the technology consequently effects on a social factor. For example, people use the internet for ideas before the going store and in-store to see and touch. (buying behaviour) (Mintel, 2014) Besides, the Mintel experts believe that mobile payments will be acceptable in the foreseeable future. (Mintel, 2015) Finally, the environmental factor has a greater impact on IKEA than any other five factors. This is because wood is a key resource of the company. Nevertheless, IKEA helped to grow the amount of certified forests in China by 1.7 million hectares and from 3.2 million to over 25 million hectares in Russia with a help of WWF (World Wildlife Fund) partner. (IKEA, 2012) Moreover, the company joins in social programs which helps to support and improve the children live through its IKEA Foundation. (IKEA, 2012)



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