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BMG872 Global Strategy Development and Implementation


For this piece of coursework you are required to research a multinational company (of your choice).  You are required to analyse the strategic activities and decisions of a multinational company of your choice to establish a subsidiary in an international location.  Please note that the MNC must not have a presence established in your target international location and you will be required to demonstrate this as part of your report.

Your assignment should highlight, analyse and critically evaluate the following:

Reasons for parent company’s international expansion; (including an evaluation of the company’s historical performance, products/service range, share of the market and competitive position within the industry);
Possible strategic choices available to the parent company;
Reasons for choice of location for the subsidiary;
Strategic methods of entry and the possible consequences;
The potential organisational and managerial problems for the subsidiary operating in the new international environment; and
You should provide strategic advice for the subsidiary to overcome the problems highlighted in v.

The paper should be based on a thorough research of various types of data such as library sources, company documentation, web-based material, personal experience in a company and personal interviews if applicable.  Appropriate academic theories and models should be employed wherever relevant.  

Presentation of Assignment

The assignment must be submitted online on or before 5/12/2021 @ 23.59.

Please note:

  • Late submissions will not be accepted after this date unless supported by extenuating evidence as required by Ulster University policy.   Please refer to programme handbook.  
  • The assignments will be marked in accordance with the University’s Plagiarism policy.  Please refer to programme handbook.  
  • The document should be approximately 3,000 words long and it should be referenced using the Harvard system of referencing and page-numbered.
  • Sources should be from recognised and reliable academic, industry, business and government sources.   

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