Researching International Market Opportunities Assignment Brief | Individual Report

Background to Assignment

You are a market research analyst working for ABC Ltd Company (select a real-life company from the related industry), which specialises in information and technology. With increasing competition in domestic markets and growing demand for technologies worldwide, ABC Ltd Company is exploring opportunities for international expansion. As part of the market research team, your task is to undertake a piece of research to provide the company with insight into expanding into a new international market.

Assignment Tasks

You are required to present a 2,500-word report addressing the following tasks.
1. Provide a critical overview of the importance of international market research for businesses seeking expansion opportunities overseas. 

2. Critically evaluate ABC Company’s readiness for international expansion. 

3. Using the table template provided, undertake a quantitative comparative evaluation of what you believe to be the most relevant global connectedness (DHL Global Connectedness Report - Delivered - Global) and macro-environmental factors (Political, Legal, Economic, Technological) of Germany and Kenya in order to identify which country is the most attractive market for ABC Company to target.
Present your completed table template as Appendix A (not included in the word count). 

With reference to your completed table template in Appendix A, explain the key reasons why you believe the country with the highest overall attractiveness score is the best market for ABC Company to expand into. 

4. Apply Porter’s 5-forces framework to ABC Company’s industry in your recommended market in order to identify the key opportunities and threats the company will face when entering the market. 

5. i) develop a sales forecast for ABC Company for your recommended market. 
ii) identify and recommend a suitable foreign business partner that could facilitate ABC Company’s expansion into your recommended market; justify your recommendation 

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

Knowledge and Understanding

1. Demonstrate an understanding of the need for research in international business.
2. Evaluate firms’ readiness to internationalize and the suitability of their products and services for foreign markets.
3. Evaluate countries to identify target markets and assess industry-specific potential within a chosen market.
4. Estimate a company’s sales potential within a chosen market.
5. Identify and recommend foreign business partners for a company and justify your recommendations.

Practical, Professional or Subject-Specific Skills

6. Locate, synthesise, and evaluate qualitative and quantitative data using appropriate digital tools.
7. Choose and apply appropriate methodologies, tools, and techniques to design and deliver an independent piece of research.
8. Effectively use digital and non-digital means to present ideas, analyse problems, and develop and communicate clear and concise insights, conclusions, and recommendations.