International marketing essentially relates to marketing operations in a new country or market. The purpose of
this assignment is to assess student ability to determine attractive international market using key analytical tools
learned in this module. You are to assume the role as an international marketing consultant either for the
German hard discounter company called “Lidl Grocery Supermarket” or the British Department Store Company
“John Lewis”. The company is very much interested in the emerging economies represented as Brazil, Russia,
India, China and South Africa (BRICS).
The CEO is consulting you to help identify the most attractive market for their business expansion into one of
the emerging economies. The task requires you to produce a written report of 1,500 word performing country
market analysis using PEST model to evaluate the attractiveness of a selected emerging economy in the BRICS
category.
This analysis requires company analysis in line with the new potential market identified. SWOT model can be
used to demonstrate how the company resources and core competencies can take on the opportunities of the
new international market identified. The report must provide section that shows a recommendation to the CEO
based on the detailed analysis performed by you.
Key Areas -Description- (Awarding Marks)
Preliminaries
Executive Summary
-Cover Page, Table of Content.
Succinctly present an overview of the report process and key findings.- (5)
Introduction and Company Background
-Highlights the importance of the report, the coverage and gives key business information of your selected
company. Must include supporting references.- (10)
Application of PEST Analysis
-A detailed use of PEST to evaluate one of the BRICS economies. Must include supporting references.- (40)
Application of SWOT Analysis
-Discuss how the company resources and core competencies matches the identified market, potential
opportunities and examine possible threats to its operation in your identified emerging economy. Also, consider
company’s weaknesses in light of the new market. Must include supporting references.- (20)
Sample Solution
