MARKETING

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1. Introduction – You need to work out what is the business scope of the company. That is
what business are they in?
2. You will conduct an internal environment analysis – with a particular view to how well the
company is placed to operate in another country.
3. You will also conduct an external environment analysis based on the information available
about the new target country. From this you will derive a SWOT matrix.
4. Finally you will look at the Critical Success Factors for the industry and prepare a Problems
and Opportunities statement.
Note:Don’t forget that you are going into a new country market that will already have competitors
there, so you need to analyse who they are and what they do; to enable you to prepare strategies
to compete against them..
Make sure that you include appropriate references where necessary.

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