Recommend one country a selected business could target for internatonal tradee ustfying your
decision
Internatonal business encompasses all commercial actiites that take place to promote the transfer
of goodse seriicese resourcese peoplee idease and technologies across natonal boundaries. Businesses
are now able to trade all oier the world in a number of countries that haie neier been accessible to
them before. Howeiere businesses are afected by an external eniironment as much as they are
afected by compettors. These factors can haie a ma or impact on the success or failure of any
business. Thereforee before expanding or considering the idea of entering new marketse businesses
should be aware of and analyse all these factors.
The study of internatonal business iniolies understanding the efects that the aboie actiites haie
on domestc and foreign marketse countriese goiernmentse companiese and indiiiduals. Successful
internatonal businesses recognise the diiersity of the world marketplace and are able to cope with
the uncertaintes and risks of doing business in a contnually changing global market.
In order to analyse all these factorse analysis models such as: SWOTe PESTLE or Porter’s 5 forces are
used. These business analysis models are useful tools and techniques that can help companies
understand their organisatonal eniironment and think more strategically about their business.
SWOT analysis is one of the most popular strategic analysis models. It iniolies looking at the
strengths and weaknesses of your business' capabilitese and any opportunites and threats to your
business. A SWOT analysis giies you a beter insight into your internal and external business
eniironment. Howeiere it does not always prioritse the resultse which can lead to an improper
strategic acton. This tmee SWOT analysis will be used in two countries to check and analyse whether
it would be a good or bad choice for Marks and Spencer to trade in there.
After analysing both countriese I belieie that the best choice for Marks and Spencer would be to
enter the internatonal market in Germany. I haie chosen Germany because as a country there are a
lot of adiantages and opportunites for businesses like Marks and Spencer there. One adiantage
would be the fact that they are inside of the single market. As a business trading in Europee in this
casee Germanye you can beneft from the EU Single Market and also from certain trade arrangements
with other European countries. This means your goods can moie freely within this territory without
any extra costs or quanttatie restrictons. This is known as free moiement of goods. But not only
goode people can be moied freely as welle and this is a ma or adiantage in case any of the workers
from England had to go there and start working in Germany. Trade within the internal market is
essental for the growth of enterprises and inward iniestment. The European Commission’s main
goal is to ensure the free moiement of goods within the markete and to set high safety standards for
consumers and the protecton of the eniironment.
Nowe there would be also opportunites for theme and before thate the frst and most important
queston you must answer is whether local consumers in the target market can aford to buy your
products or seriices and if you can you sell them at a compettie price. It's irreleiant that you sell
the highest quality products or seriices if target consumers simply don't haie sufcient purchasing
power to buy them. And that is why I belieie that this could be a great opportunity for Marks and
Spencere because Germany’s aierage personal income is medium to highe therefore they haie a
great opportunity to sell high end products there as Germans would be able to aford these products
at the price that Marks and Spencer are selling it for.
Howeiere not eierything is going to be so easy for Marks and Spencer to setle there and start
getting customers straightaway. A drawback of business expansion is that when a company iniests
money and other resources to expande it has less capital aiailable for other business transactons.
This makes it especially important that you carefully weigh the market potental of expansion before
making the iniestment. Thereforee they don’t haie to only focus on expanding the businesse as the
decision
Internatonal business encompasses all commercial actiites that take place to promote the transfer
of goodse seriicese resourcese peoplee idease and technologies across natonal boundaries. Businesses
are now able to trade all oier the world in a number of countries that haie neier been accessible to
them before. Howeiere businesses are afected by an external eniironment as much as they are
afected by compettors. These factors can haie a ma or impact on the success or failure of any
business. Thereforee before expanding or considering the idea of entering new marketse businesses
should be aware of and analyse all these factors.
The study of internatonal business iniolies understanding the efects that the aboie actiites haie
on domestc and foreign marketse countriese goiernmentse companiese and indiiiduals. Successful
internatonal businesses recognise the diiersity of the world marketplace and are able to cope with
the uncertaintes and risks of doing business in a contnually changing global market.
In order to analyse all these factorse analysis models such as: SWOTe PESTLE or Porter’s 5 forces are
used. These business analysis models are useful tools and techniques that can help companies
understand their organisatonal eniironment and think more strategically about their business.
SWOT analysis is one of the most popular strategic analysis models. It iniolies looking at the
strengths and weaknesses of your business' capabilitese and any opportunites and threats to your
business. A SWOT analysis giies you a beter insight into your internal and external business
eniironment. Howeiere it does not always prioritse the resultse which can lead to an improper
strategic acton. This tmee SWOT analysis will be used in two countries to check and analyse whether
it would be a good or bad choice for Marks and Spencer to trade in there.
After analysing both countriese I belieie that the best choice for Marks and Spencer would be to
enter the internatonal market in Germany. I haie chosen Germany because as a country there are a
lot of adiantages and opportunites for businesses like Marks and Spencer there. One adiantage
would be the fact that they are inside of the single market. As a business trading in Europee in this
casee Germanye you can beneft from the EU Single Market and also from certain trade arrangements
with other European countries. This means your goods can moie freely within this territory without
any extra costs or quanttatie restrictons. This is known as free moiement of goods. But not only
goode people can be moied freely as welle and this is a ma or adiantage in case any of the workers
from England had to go there and start working in Germany. Trade within the internal market is
essental for the growth of enterprises and inward iniestment. The European Commission’s main
goal is to ensure the free moiement of goods within the markete and to set high safety standards for
consumers and the protecton of the eniironment.
Nowe there would be also opportunites for theme and before thate the frst and most important
queston you must answer is whether local consumers in the target market can aford to buy your
products or seriices and if you can you sell them at a compettie price. It's irreleiant that you sell
the highest quality products or seriices if target consumers simply don't haie sufcient purchasing
power to buy them. And that is why I belieie that this could be a great opportunity for Marks and
Spencere because Germany’s aierage personal income is medium to highe therefore they haie a
great opportunity to sell high end products there as Germans would be able to aford these products
at the price that Marks and Spencer are selling it for.
Howeiere not eierything is going to be so easy for Marks and Spencer to setle there and start
getting customers straightaway. A drawback of business expansion is that when a company iniests
money and other resources to expande it has less capital aiailable for other business transactons.
This makes it especially important that you carefully weigh the market potental of expansion before
making the iniestment. Thereforee they don’t haie to only focus on expanding the businesse as the
