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The task is to write an analysis paper, of minimum 2000. There are no other formatting requirements, but recommended 11pts font, line spacing 1.3-1.5. It is fine to use bullet points and short sentenc

The task is to write an analysis paper, of minimum 2000. There are no other formatting requirements, but recommended 11pts font, line spacing 1.3-1.5.

It is fine to use bullet points and short sentences, but always explain WHY you make certain choices (in your recommendations).

Subject

The subject must be a well-established country that hasn’t expanded fully internationally yet. In other words, it only operates in one or a few countries but has the potential to expand further (at least there are no major obstacles).

Note: A company that is strongly diversified may be difficult to analyze, so stay away from them, or choose a particular part of their business to analyze. If you’re unsure, feel free to ask the instructor for feedback.

The following list has been created with ChatGPT; you could use this to come up with a company in a particular country, region and/or product category. Note: For some of these it would be very hard to expand beyond their current market, so keep that in mind.

United States:

  1. In-N-Out Burger: A popular fast-food chain primarily located in the western United States.
  2. Chick-fil-A: A fast-food restaurant chain known for its chicken sandwiches, primarily operates in the United States.
  3. Shake Shack: A fast-casual restaurant chain with a significant presence in the United States but also expanding internationally.
  4. Wawa: A convenience store and gas station chain mainly found in the eastern United States.
  5. Publix: A supermarket chain with a strong presence in the southeastern United States.
  6. Dollar General: A retail chain that primarily serves the United States with discount stores.
  7. Carnival Cruise Line: A major cruise line operating primarily in North America but with a global presence.
  8. Southwest Airlines: A low-cost airline that primarily operates within the United States.

Europe:

  1. Aldi: A German supermarket chain with operations in various European countries, but not a full multinational.
  2. Lidl: Another German discount supermarket chain that primarily operates in Europe.
  3. Primark: An Irish clothing retailer with a large presence in Europe, but limited operations outside the continent.
  4. Spar: An international retail franchise with a significant European presence, particularly in Austria and the Netherlands.
  5. Ryanair: An Irish low-cost airline with a strong focus on Europe.
  6. Societe Generale: A French multinational banking and financial services company with a significant presence in Europe.
  7. Mango: A Spanish clothing brand specializing in fashion for men, women, and children, primarily concentrated in Europe and expanding into other regions.
  8. Decathlon: A French sporting goods retailer with a focus on sports equipment and clothing, operating in multiple countries but with a significant presence in Europe.
  9. Picard surgelees: A frozen-food supermarket chain that operates primarily in France and some of its neighboring countries (e.g. Switzerland, Belgium)
  10. Brioni: Italian luxury menswear brand specializing in tailored suits and formalwear. Brioni is known for its craftsmanship but is not as widespread internationally as some other luxury brands.
  11. Eres: A French luxury lingerie and swimwear brand with a focus on quality and design. Eres primarily operates in France and select international locations.
  12. John Lobb: A British luxury shoemaker famous for its bespoke and ready-to-wear shoes. It has boutiques in a few countries, with an opportunity for further expansion.

Other Countries:

  1. China Mobile: One of the largest mobile network operators in China.
  2. Reliance Industries: An Indian conglomerate with diverse operations but mainly focused on India.
  3. MTN Group: A telecommunications company operating primarily in Africa and the Middle East.
  4. Nippon Steel: A Japanese steel manufacturer with a strong domestic presence.
  5. Tata Motors: An Indian automotive company known for its Tata-branded vehicles, operating primarily in India.
  6. Alibaba Group: While it has international operations, Alibaba primarily operates in China and is a major player in e-commerce, technology, and cloud computing.
  7. Tencent Holdings: A Chinese conglomerate known for its investments in technology and gaming, with a strong presence in China.
  8. Banco do Brasil: One of the largest banks in Brazil, serving primarily in its domestic market.
  9. Telkom Indonesia: The largest telecommunications services company in Indonesia, with a primary focus on the domestic market.
  10. Santander Brasil: The Brazilian subsidiary of Banco Santander, primarily serving customers within Brazil.
  11. Oberoi Hotels: A chain of luxury hotels originally from India, but also operating across in some countries in the Middle East
  12. Li-Ning: A Chinese sportswear and athletic apparel brand, founded by former Olympic gymnast Li Ning, with a primary focus on the Chinese market.
  13. Uniqlo: A Japanese clothing brand known for its casual wear and basic apparel, with a strong presence in Asia and expanding globally.

Structure

The paper must follow the structure as described below:

  1. Company description: Introduction (including why you chose this company), ownership, key statistics, product portfolio, markets/countries
  2. Internal analysis: Key resources, key activities, source(s) of competitive advantage
  3. Marketing analysis: Target customer & positioning/differentiation
  4. Industry analysis: Industry definition, Porter’s Five Forces
  5. Competition analysis: Direct & indirect competition, comparison of 2-4 key competitors
  6. Macro environment analysis: PESTLE
  7. SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis (essentially a summary of points 2-6)
  8. Recommendations for international expansion: Benefits of current markets, Criteria for new markets, which countries to prioritize and why
  9. Other growth opportunities (penetration, product development, diversification, acquisitions, strategic alliances)
  10. List of sources. It is not necessary to have citations within the text, or to use APA formatting. Simply list the URLs.

Each of the above criteria counts for 10 points towards the total grade. In the /files/assignments section of WCR, you can find a couple of slides covering the main concepts and frameworks. However, you can also always ask the instructor or try to find a YouTube video.

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