Anna Project

Proposed Format of Report:

1. Introduction including description of the company

Provide a brief description of the chosen company background and brand. The main products,

brands, target customers and key markets. Provide also a brief description of the

organizational structure, revenue and growth rate.

2. Reasons for going Internationalization

Provide possible reasons for the company going international. The reasons could be proactive

or reactive.

3. Trade theories

Discuss the given trade theories and relate the theories that explains the company

internationalisation process. The trade theories are;

- International product Lifecycle

- New Product Theory

- Porter's Four Diamonds

4. External Environmental Analysis

The main external environment faced by the company in the host country is;

- Economic (Exchange rate, host country growth rate, inflation rate)

- Political/ legal (Political risk, openness of host government, legal systems similarity)

- Cultural (language, religion, attitudes/ values, social structure, communication)

Identify, in each of the environment, the main forces that affect the company as required.

5. Culture elements

Describe Hofstede's 5 dimensions of culture. In your research of the chosen company,

analyse how two (2) of such dimension affects the company and evaluate how the company

can overcome the challengers.

5 of 6

6. Market Entry strategies

Market entry strategies include:

• Export

• Franchising

• Licensing

• Management contract

•