Scenario - Imagine you are a newly graduated MBA who has just been appointed as a special consult to the CEO of a major domestic market-based organization. They wish to expand into a select number of international markets. You are to advise them on how to accomplish this goal.

Specifically they wish you to provide guidance on

A. How to conduct an international marketing audit

B. A justification of a chosen market entry method

C. A discussion of potential strategies and tactics

Your advice will take the format of a professional business report and will include the following sections.

1. An Executive Summary

2. A brief section providing a case background including company size, competition and target market/country

3. An environmental audit section analysing the macro and micro environments using the appropriate tools (PESTEL, The 5 C's Framework, 5 Forces analysis) Summarize the findings of the audit in a SWOT Box with a brief discussion of the most important macro and micro factors currently affecting the chosen target market.

4. Set 3-5 SMART global marketing objectives for going international.

5. Decide upon and justify upon your global market entry strategy (export, franchise, joint venture, strategic alliance, acquisition, FDI).