These tasks consists of critically analysing and evaluating the strategy of an organisation with a view to recommending strategic options for further growth and international expansion.

Your first task is to critically analyse a retail organisation/company in the UK by carrying out an external environmental analysis using appropriate international marketing theory. Using secondary research of the organisation/company and country, you are also required to evaluate the wider and competitive environments.

Bearing in mind the current state of the global economy, and your earlier analysis of your chosen organisation in your chosen country, research a different foreign market of your choice using international market research theory. Then, based on your own secondary research of that market, segment, target and position your chosen organisation in that market to allow the company to grow and sustain competitive advantage.