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N122 : Global Business

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SCENARIO: In this task, you have been engaged as a consultant to conduct a country attractiveness assessment for an Australian agribusiness producer which is seeking to expand its business offshore. The company produces a range of wines of the highest quality. It has been successful in growing its domestic market and now wishes to explore opportunities internationally. However, it lacks international experience so has sought external advice in making its country selection decision. Your client is currently evaluating the following markets for their potential attractiveness: United States of America, Poland, and Turkey. The company is intending to expand into foreign markets by exporting via a distributor.

As a consultant to the company, you are being asked to provide a report on ONE of these countries only. You are not being asked to rank the countries so you need to choose a single country to research for your report. Please note that you may not choose a country for your assignment if it is your home country/a country in your home region. You are therefore requested to advise Steven Hitchcock of your proposed choice of country as soon as possible, and at the start of the Week 3 Class because this selection will shape your research for your Library Research Activity. This consulting assignment requires you to assess the country risks and market opportunities of the business environment of your chosen country, taking into account the product and its industry context. In Part 1 of this task, you are expected to focus on the political environment: i.e. Theme 1 (Political environment) and Theme 2 (International cooperation) only. It is important to note: your analysis should focus on those aspects of the political environment that are most relevant and useful to your client. At the end of your report you should make an assessment as to whether you conclude the country is potentially an attractive market for your client’s products, based on your analysis. You need to make this recommendation clear to your client. Please remember that

? You are not making the country selection decision yourself - that is for the company to do. However, you need to provide some of the critical information which will inform that decision.

? This is a research assignment so the quality of your research effort, as well as how you analyse your data, is critical. You will be introduced to the key library sources you are expected to use for your report, and additional resources for each theme can be found on Canvas. Your report is being used to help inform a business decision so you need to use quality, trustworthy data from reputable sources.

? The class material and discussion each week will provide essential preparation for the report. A special workshop on the report will also be held.

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