Assignment - Market Entry Strategic

Report As individuals, students are required to select an Australian company (The company choose is Flight Centre) as the basis of a case study. Once the company has been approved by your lecturer, you will be required to prepare a detailed strategic report to management that analyses the macro-environmental, geopolitical risks and opportunities, as well as overall market attractiveness of entry of this company into BOTH a specific European AND Asian market.

Ideally your report will contain:

• An Executive Summary

• A brief introduction of the selected company

• Identification of the TWO countries selected for market entry (one European and one Asian)

For each of the TWO countries provide a detailed analysis of:

• The current macro-environmental and geopolitical forces impacting that country.

• Development of each country's trade and business policy.

• An assessment of the potential dangers, risks and opportunities in the current or short-term policies of each country.

Conclusion - After evaluating both countries students must make a recommendation of which one is most suited for market entry, along with your reasons and justifications of why.

A limit of 2000 words overall (plus or minus 10%) is to be strictly observed.