For this project, you will research the international business activities conducted in one specific emerging market by a well-known multinational company or a multinational organisation you know well. Multinational enterprises are often present in many international markets, so you should limit yourself to looking at the organisation’s activities in one target country or regional market, such as: (a) one of the BRIC countries—Brazil, Russia, India, and China—which are large enough on their own to be discussed in some depth, or (b) an emerging market region, e.g., South America, Central America and the Caribbean, Eastern Europe excluding Russia, Southeast Asia, or sub-Saharan Africa (or a sub grouping such as West Africa).
Your task is: To assess the progress made by the organisation in establishing itself in the market from first planning its entry strategy until now.
To analyse the environment of the emerging market concerned, with reference, for example, to any cultural, political, or legal features that the organisation needed to take into special account.
To evaluate the organisation’s strategies: first for international entry, then for organising and structuring its global operations, and finally for maintaining competitive advantage in the face of new challenges and changing conditions.
To come to reasoned and evidence-based conclusions about the level of success achieved by the organisation in seizing the opportunities and overcoming the problems present in the chosen market for expanding its international business.