Part i) Critically analyze and report on a self-selected brand/family business entering anew geo-market.The student's business report will then Part ii) need to extend into critical analysisdiscussing key value chain implications as a result of the expansion, whilstproposing, or reporting on already explored entry strategies and a menu of potential,or already researched marketing communications

Part i) Market Analysis.Critically analyze a new geo-market location for a known brand/family business (knownbeing based on data availability). What new market could be considered, or has alreadyoccurred in reality: Students will start by articulating their chosen brand/family business, at brand orproduct/service level(s) applied in conjunction with core, formal and augmented -'CFA' analysis, and will have considered and applied integrated, appropriate brandevaluation models and theory elements. (10%TMM) Critical macro (integrated and prioritized), quantitative volume and valueinterpretations, and micro market analysis (applying the full range of micro markettools but with focus on the most appropriate key terms relevant for the new geo-market targets). (20%TMM)

The selected brand's macro industry's competition, micro market's positioningand critical competitiveness analysis will be assessed in the new market, and/oranalysis further critiqued from current markets relevant for the new market.(10%TMM) Integration across theories, concepts and key terms appropriately within youremphasis and focus is key to contributing to linked-up, integrated and critical thinkingand writing

Part ii) Market entry. Critical Value Chain Analysis. Part ii) needs to immediately extend into keycharacteristics of the brand's potential/actual value chain. Drawing on keyopportunities and challenges for the physical, virtual, and any digital, criticality willdemonstrate value chain analysis' 'interconnectedness', and the potential forminimum and sustainable 'critical success factors', articulating competitiveadvantage(s) - 'CA(s)', and any fact/value-based unique selling point(s) -'USP(s). These may have been established domestically, thus are exportable. Orinstead are newly developed for this report because of the new geo-market. Or re-exist again through a new geo-market expansion. (10%TMM). Internationalization theories application. The value chain analysis needs to befollowed by, or integrated into internationalization theories. This will include a criticalanalysis on the selected brand/family business; value chain foreign expansion viaspecified and appropriately selected rules of market entry, the resulting marketentry factors, the probable modes of new market entry, followed by any rationalmarket entry options for the selected new country, or new city abroad, fully andcritically justified. (10%TMM). An attempt at framing part ii) can be achieved with a focus on one appropriateinternationalization theory, with integrated supported from two other theories whereappropriate, e.g. Network Theory, Transaction Cost Analysis, Uppsala Theory.The aim of part ii) of the business report is to have applied value chaininterconnectedness within a potentially successful, physical capability in expandingabroad, and rationalizing such capabilities and why. (10%TMM)