MANM013 Strategic Internationalisation Report – Market Entry Analysis & Trade Strategy, FHEQ Level 7

Rationale:

This module provides students with both a theoretical and practical understanding of International Trade. This is done through the assessment of International Trade from different angles, predominantly from the state’s perspective, the international trade regime perspective (the GATT and WTO) as well as from the perspectives of regional cooperation and of business and industry.

Scope:

This coursework consists of an Individual International Trade (IT Report). The 3000-words (+/-10%) IT Report based on an internationalisation project, will assess the following intended module aims:

• To provide an understanding of the theoretical foundations of international trade.
• To provide a practical overview of the most important issues in international trade, partly through highlighting those in previous trading regimes but predominantly through featuring the current international trading regime
• To enable students to identify the main actors in contemporary international trade issues and assess their interaction and the consequences of such interactions for the world economy.
• To feature the interests of and national dynamics involving politics and business in order to enable students to critically assess various aspects of international trade.

The Task:

You are to undertake a strategic analysis of a company that you have chosen and its ability to internationalise. You can choose any suitable company of your choice provided it meets internationalisation criteria. Your analysis in the report should be supported by relevant and contemporary literature, theories, and frameworks wherever appropriate.

Going further, you are expected to research for potential markets for the company’s products and develop an entry strategy into the new market where it is not currently present. This will be delivered as output for your coursework.
This course work is weighted at 100%. The marking criteria is provided in the appendix.

Important Dates and Time

The International Trade (IT) Report must be submitted on or before 16.00 on Wednesday 14th May 2025. The report must be submitted on the module page on Surrey Learn.

MAJOR PARTS TO COVER IN YOUR REPORT

1. The Company

• Company Analysis
• Products – Industry / Sectors – Competitors
• Export markets (if any)
• Export readiness check (similarity – knowledge – distance – involvement)
• Swot Analysis
• (Your situational analysis should be at all levels and detailed)

2. The (Target) Market

• (You should start considering more than one before selecting the best one)
• Demography
• Infrastructure
• PESTEL Analysis
• Tariff & Regulations
• Custom duties

3. Internationalisation procedures

• Which strategy to use?
• Entry conditions
• Evaluate all the alternatives.
• Competitors → what they do?
• Financial Plan for your strategy
• (Whatever the internationalisation strategy chosen, make sure you take into consideration any checklist to operationalise the strategy).

4. Entry strategy selected

• Details or Mechanics of your entry strategy
• Certificates & other legal requirements
• Pricing / promotion strategy
• Distribution
• Payments
• Otherwise: all the necessary steps for your alternative strategy

Additionally:

• What are the potential global trade risks that may affect your internationalisation plans and what plans do you have in place to mitigate against such risks
• How are current global issues likely to impact your global value chain and what measures do you have in place to mitigate against these issues?

Remember to structure your work in the form of a professional report:

• Title page
• Executive Summary
• Table of Contents
• Introduction/Background
• Parts (1-4) as provided above
• Conclusions and Recommendation
• References
• Appendices

The title Page, Executive Summary, Tables of Contents, Tables, Charts, Figures, References and Appendices will not form part of your total word-count.

CHECKLIST

1 – DECIDE ON AN ENTRY STRATEGY

• Why the Strategy Chosen?
• Advantages and risks of the strategy to the firm
• (The chosen strategy is ONE of the strategies for internationalisation – why is it the best?)
• What is involved in a typical process of entry for this strategy (common mistakes)?
• Check for help: the various service institutions that can give it (IF YOU ARE AN SME- What are in-country incentives for the entry of the SME?)

2 – PREPARING FOR ENTRY

• What are the typical steps or processes in your strategy?
• (Why do I need this strategy anyway?)
• Feasibility analysis: Home/Overseas strategy
• Collecting information and HR check-up

3 – CHOOSING A TARGET MARKET

• What makes the target market attractive? Which type of target markets should I consider?
• Collecting country information
• Finding out who the competitors are and what they are offering
• Finding the prospective customers
• Attending exhibitions and trade events – Joining an industry or trade association in the target market

4 – CHOOSING AN ENTRY STRATEGY – PART II

• What is the best way to enter (my) foreign market? – When should I work with a local partner and how to choose the right one? (A lot of common problems with JV)
• (Re)define a marketing plan
• Methods of distribution → Retail / Agent / Warehouse?
• Trade exhibition /Fairs /Workshops
• Promotional materials needed

5 – CULTURAL CONSIDERATIONS

• Influence of culture in international trade
• What are the main differences in business practices from country to country?
• Did my products need to be customized for my target market? – Gender / Language issues
• Getting local advice

6 – TECHNICAL ISSUES/ PRICE

• Do quality factors matter to customers abroad?
• What quality standards are relevant to services exporting? – ISO certification and other requirements
• How does an exporter price a product? – Product classification for export (choose the right HS)
• Apply for the necessary patent, trademark, copyright protection (does it exist over there?)

7 – SALES CONTRACT AND TERM OF PAYMENTS

• The importance of an international contract well done (UNCITRAL/1980 Vienna Convention for the international sale of goods)
• Pricing your goods /cover your costs
• INCOTERMS
• How to make sure you get paid
• Checklist of a L/C – What type of insurance should I consider for my business?
• How do I manage foreign exchange risk – hedging?

8 – SENDING THE GOODS ABROAD

• Certificate and other required documents
• Handling the shipping process
• Dealing with customs
• Clearing the goods (is it your responsibility)?

How to submit your assessment

The assessment must be submitted on or before 16.00 on Wednesday 14th May 2025. No paper copies are required. You can access the submission link on Surrey Learn.

• The University wants you to do your best. We acknowledge that times can be difficult and sometimes events occur which mean that you cannot submit your coursework by the deadline. If this happens, you can apply for an extenuating circumstance (Link available on the module page on Surrey Learn).
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

Plagiarism

This CW will require you to carry out critical research and use this to complete your report. It is therefore important that you correctly acknowledge or reference the work that you use and do not attempt to pass this off as your own work. Doing so will be plagiarising the work of others for which you will be penalised. This is because it is unacceptable to copy from a source without acknowledging it. This includes using paraphrasing as well as direct quotations. You should therefore correctly cite and reference work that you use.

Your Coursework will be submitted online through a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying other students’ work, reusing your previous work or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences.

Return of Marked Work

You can expect to have marked work returned to you immediately following the standard marking period. If for any reason there are delays, you will be kept informed accordingly. Marks and feedback will be provided online and verbally for presentations.

Sources and references:

• International Trade Centre (UNCTAD/WTO): http://www.intracen.org/
• Le MOCI: http://www.lemoci.com/
• SITPRO UK: http://www.sitpro.org.uk/about/index.html
• International Chamber of Commerce: http://www.iccwbo.org/
• Carnet Ata: http://www.atacarnet.com/
• US Trade Dept.: http://www.export.gov/logistics
• Doing Business in UK: http://www.businesslink.gov.uk
• The EU Customs: http://ec.europa.eu/taxation_customs
• ECGD: http://www.ecgd.gov.uk/index/products-and-services/overview.htm
• UNCITRAL: http://www.un.or.at/uncitral
• World Custom Organisation (HS system): http://www.wcoomd.org/

Marks Breakdown of the Report

Answer

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