Introduction to the chosen company Analysis of the microenvironment innovation/R&D market international orientation, assets, supply chain: International Business Assignment, BCU, Singapore

To complete this project, you will need to analyze the company, industry, and the home country’s macro-level data. The company’s annual report and website, share market, FAME, MINTEL, STATISTA, GMID passport, CIA.Gov and ONS could be a good source of data forming the analysis. The resource-based view should provide the theoretical underpinning for this project.

• Introduction to the chosen company
• Analysis of the microenvironment innovation/R&D/market/international orientation, assets, supply chain needs to be measured here.
• Analysis of the industry
• Identify the company’s strategic positioning within the industry
• Analyse the product/service portfolio offered by the company
• Establish the target segment served by the company in its home and host.
• Recommend for internationalization.