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Business Strategy 2023 – 2028


Your Company

Table of Contents

Business Strategy 2023 – 2028

International Strategy

Your Name & Student Number

Executive Summary

Summarise each of the sections, in a maximum of this page only.

  • Brief statement of organisation and national strategic plan
  • Justification of country choice
  • Concise summary of the two situational analyses
  • Key elements of the strategy
  • Key points of delivery for the strategy
  • What the strategy will achieve

Table of Contents

1       Introduction (c100 words). 1

2       National Strategic Plan Review (c300 words). 1

2.1         Key details about the national strategic plan. 1

2.2         Key drivers to move to an international strategy. 1

3       International Strategic Plan (c3700 words). 2

3.1         International Strategy Introduction. 2

3.2         Strategic Analyses. 2

3.2.1          External Environment Analysis. 2

3.2.2          Internal Analysis. 2

3.3         SWOT Analysis. 3

3.4         TOWS Analysis. 4

3.5         Mission. 5

3.6         Objectives. 5

3.7         International Strategy 2023-2028. 6

3.7.1          Strategy Overview.. 6

3.7.2          Strategic Implementation. 6

4       Appendices (20% of the mark!). 7

4.1         PESTLE/Competition analyses for 3 countries. 7

4.1.1          Country 1 PESTLE & Competition. 7

4.1.2          Country 2 PESTLE & Competition. 7

4.1.3          Country 3 PESTLE & Competition. 7

4.2         3 country comparison table. 7

4.3         Any other information!. 7

1  Introduction (c100 words)

An introduction to the report and the company.

2  National Strategic Plan Review (c300 words)

2.1   Key details about the national strategic plan

Areas of success, areas to improve? Link to need for internationalisation.

2.2   Key drivers to move to an international strategy

Brief push or pull factors to go international as an organisation.

3  International Strategic Plan (c3700 words)

Develop you national strategic plan (assessment 1) into an INTERNATIONAL strategic plan.

Please go back to the exercises that you did in week 4 of the course.

3.1   International Strategy Introduction

Firstly justify why going international is a good strategic option. Justify your country choice, referring back to the comparison table you should have made in your appendices.

3.2  Strategic Analyses

3.2.1       External Environment Analysis

Include here the summary of your country of choice. All of these sections below need a range of factors to be analysed, not just one. You need to think about the macro environment as well as industry and competition trends, now and over the next 5 years for your country of choice. You will need to look at a wide range of data and sources, which should be included in your appendices and therefore the section below becomes more of a summary of the bigger data in these appendices.       Political environment       Economic environment       Socio-cultural environment       Technological environment       Environmental environment       Legal environment       Competition

3.2.2       Internal Analysis

What is the company good or bad at, highlighting an international context? Remember that you will need to research from multiple perspectives, not just what the web-site suggests!       Resources & core competences       Organisational performance       Product/service evaluation

3.3       SWOT Analysis

This is a one page summary of the previous internal and external analyses. The facts need to be the rankedto show the biggest strengths/weaknesses etc., not repeating everything from the previous sections. Reference where these facts came from, so that the reader can go back to that section to get the full picture if needed.

    Good staff performance review Most of product range in growth phaseReference from Internal analysis section 2.1.3 2.2.4    Star product hitting decline phase Staff lack customer satisfaction focusReference from Internal analysis section 2.2.4 2.1.2
Reference from External analysis sectionReference from External analysis section

3.4       TOWS Analysis

The ranked facts from the SWOT can now be brought over into the TOWS. This is where your first ideas of problems that need solving with a new strategy will come from. The next section on strategy will derive its justification from this, so you need to make sure it is correct.

 Internal Strengths (S)
Internal Weaknesses (W)
External Opportunities (O)
“Maxi-Maxi” Strategy Strategies that use strengths to maximize opportunities.
“Mini-Maxi” Strategy Strategies that minimize weaknesses by taking advantage of opportunities.
External Threats (T)
“Maxi-Mini” Strategy Strategies that use strengths to minimize threats.
“Mini-Mini” Strategy Strategies that minimize weaknesses and avoid threats.

3.5       Mission

New international focussed company mission statement here.

3.6       Objectives

Create SMART objectives to give KPI’s for the new strategy. How will you know if your new strategy is a success? This means creating objectives that are SMART, especially measureable.

Think about your objectives as a graph:

This would then automatically create an objective that is measurable, with intermediate KPI’s to ensure that you are on track. The vertical axis and the focus of the objective, for example could be based on sales, profit margins, staff numbers or staff turnover.

3.7       International Strategy 2023-2028

3.7.1       Strategy Overview

A broad overview to the strategy, followed by a section which should include the following for the individual strategies that you might develop:

  • Strategy Type Statement
  • Directions
  • Methods

You will need to do this for the number of individual strategies that you have, as you may need more than one strategy to solve the issues that you have identified in the first sections of this document.

As a minimum you need to consider these two strategic issues:

Strategy 1 –get into the country. Options:

  1. Set up your new office? High risk/cost.
  2. Go into partnership? But what are you offering the partner? What is the partner offering you?
  3. Buy a local company?

Strategy 2 – what are you going to do once you are there? Potentially starting from zero sales…

3.7.2       Strategic Implementation

This section is likely to be as big as the internal and external analyses section       Organising and Resourcing

  • Resource planning (People, finances, technology, plant)
  • Coordination Plan (Gantt Chart)
  • Organisational Structure       Monitoring Change

  • Performance targets (KPI’s)
  • Control Systems
  • Measurement of performance

4   Appendices (20% of the mark!)

Include any supporting information that you need to justify your international plan, including3 complete PESTLE’s for your choice of countries and an overall table to justify your final choice of country.

This section is also marked, so it needs to be comprehensive and laid out logically.

4.1  PESTLE/Competition analyses for 3 countries

All of these sections below need a range of factors to be analysed, not just one. You need to think about the macro environment as well as industry and competition trends, now and over the next 5 years. You will need to look at a wide range of data and sources, which should be included in your appendices and therefore the section below becomes more of a summary of the bigger data in these appendices.

4.1.1       Country 1 PESTLE & Competition

4.1.2       Country 2 PESTLE & Competition

4.1.3       Country 3 PESTLE & Competition

4.2       3 country comparison table

Remember that you could use the table we looked at in week 4 of the course, or develop one yourself. It must be ranked though, so that you can highlight why one country is best from the three that you looked at.  Then take this country over into the main report.

FactorFactor ScoreCountry 1Country 2Country 3
Total Score    

4.3       Any other information!

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