Step 1: Working in group of Minimum 3 and Maximum 5 Students, you are expected to first select a
listed company based in United Arab Emirates (UAE). The company should be a listed firm either of
DFM (Dubai Financial Market) or ADX (Abu Dhabi Securities Exchange).
Step 2: In next step, select one economic region from the one listed below based on classification
done by United Nations Statistics Departments http://unstats.un.org/unsd/methods/m49/m49regin.htm

Region:Eastern Europe

.
Step 3: Each student in group will select a distinct country (ROMANIA) in the region allocated to the group. The
country cannot be repeated in the group. You are expected to do Part 1 and Part 2 on the selected
country. Discuss in your group about your selection of country before commencing Part 1 and Part 2
of the project work to avoid duplication of the country.
10
All the above 3 steps need to be completed in Week 1 (Tutorial 1) and a form to be filled and given to
the tutor.
2. Part 1: Analyzing International Marketing Environment (Individual)
2.1 In this part students will analyze global business environment with regards to various
environmental factors that include state of economy, geo-political events, legal
developments, international trade and technological developments (Five sections).
2.2 You are expected to scan latest global news from reputed newspapers and magazines (nonacademic).
2.3 The report will be divided in five sections as mentioned in point 2.1 above and you are
expected to reference each entry in each of the above section with references from
newspapers and magazines. For each entry you need to specify what impact it would have
(positive/ negative) it might have on the company, regions and country selected by you and
what you think are possible strategies to mitigate risk and/or capitalize on opportunities.
2.4 Use the formatting guidelines specified in 5.2 below
2.5 Length: 4 pages based on formatting guidelines (excluding references and title page)
3. Part 2: Evaluating World Wide Marketing Opportunities
3.1 Based on the Strength and Weakness of the selected company and opportunities and threats
in the selected country (based on Part 1) identify and evaluate international expansion
opportunities. You should then collect data to support your analysis by adopting three-stage
approach.
3.2 First, select indicators to evaluate the investment climate of the country selected by you in the
region, i.e. GDP, GNP growth, inflation rate, oil prices. This will require you to collect two
types of data:
3.2.1 General country indicators (Macro) relating to the general business environment
including barriers to entry like tariffs, exchange control, product regulation etc.
3.2.2 Assess product market potential (Micro) related to the industry and the company
selected by your group e.g. consumption expenditure, credit growth, exports and
imports in the industry etc.
3.3 You will need to be selective in your choice of indicators (approximately 18-22 indicators
should be adequate).
3.4 Second, collect data relating to infrastructure requirements, e.g. media, physical distribution,
distribution channels, knowledge economy readiness, availability of financing etc. which
affect the feasibility and profitability of exploiting market potential as well as competition.
3.5 Third step is to examine indicators of product market potential. The specific indicators will
depend on the product marketed by company selected by you. Collect as much data as
possible relating to the specific product market, e.g. product usage and sales data, product
sales of competing or substitute products. This is the most important stage.
3.6 Data on these indicators can be obtained from secondary data sources such as the World
Bank Development Report, Euromonitor’s Global Marketing Information Database,
Consumer Europe, and EIU Country Reports. Some data can be obtained from the Internet,
but please be careful about the reliability and accuracy.
3.7 Present conclusive arguments to support your recommendation whether to expand in the
country or avoid it. Your arguments should be supported by strong data collection. Sources
of data need to be identified and properly referenced.
3.8 Length: Maximum 8 pages (Excluding references and title page)

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