You are the Managing Director of London$-$based musical instrument manufacturer

InTunes that employs $30$ people and has a turnover of $3$ million per annum. The

company has performed well in recent years by selling good quality pianos, violins and

guitars to the UK market. You now want to expand the business by selling abroad.

Before committing resources to this strategic development there is a need to identify

an appropriate market. This assessment requires you to undertake a Global Market

Opportunity Assessment to:

$$ Identify the most appropriate country to target;

$$ Understand the demand potential in that country and the suitability of the

products to be sold;

$$ Determine the market size and potential;

$$ Choose an appropriate foreign partner to help enter and compete in the market.

It is assumed that the company already has a readiness to internationalise. Start with

an

$$ Introduction setting out what country$/$market has been identified and why it

presents a good market opportunity for InTunes. The introduction should

present the findings of your chosen country screening that highlight some of the

positive factors that underpins your choice.

The relevant parts of the GMOA framework to use are:

$$ Suitability of products

$$ Country market size

$1.$ Readiness to

internationalise

$2.$ Suitability of

products

$3.$ Identify

market size

$4.$Analyse market

potential

$5.$ Select foreign

partner

$$ Market potential

$$ Business partners and mode of entry to market

Conclude with a summary of the key factors from your GMOA that will drive the

strategy of international expansion. Provide a closing argument for the choices you

have made to achieve this strategic aim