International Business Strategy

INTERNATIONAL
BUSINESS STRATEGY

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Contents
INTRODUCTION......................................................................................................................2
Part 1..........................................................................................................................................2
SME in Australia....................................................................................................................2
Information about the firm.....................................................................................................2
Part 2..........................................................................................................................................3
Micro environment of the firm...............................................................................................3
SWOT analysis...................................................................................................................3
Market entry strategy..........................................................................................................4
Macro environment analysis...................................................................................................4
PESTLE Analysis.............................................................................................................4
OLI Framework..................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................7

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INTRODUCTION
SMEs are doing good business in Australia and they have potential to expand in the overseas
market. It is crucial that firms do an analysis on the basis of their resources and capabilities.
This was essential for the firm to manage the way in which they are doing their business and
the way in which they can expand their business in different parts of the world (Ahmad, Abu
Bakar, Faziharudean & Mohamad Zaki, 2015). Bronze Snake is a SME in Australia that is
planning to expand their business in different parts of the world. This company aims to enter
into China. This report will do the overall analysis of the SME’s internal and external
environment.
Part 1
SME in Australia
Bronze Snake is a small scale fashion retailer from Australia. This company deals in the
business of fashion retailing. There products range includes all the clothing and fashion
accessories. This company aims to expand its business in China where they have higher
amount of potential to do business in the country (Anwar & Sun, 2011). This company has
capacity to expand in the international market because they are having innovative products
and the quality of their products is also high.
Information about the firm
Bronze snake works in the industry of Fashion retail trade. They believe in delivering simple
and perfect shopping experience which has given them competitive benefits over the rivals.
In 2013, this firm received smart company award. Since this company’s major stake is on the
online mediums hence they have an effective shipping mechanism. This was essential for the
effective growth of the company. Revenue growth of the company is around 118%. It is
having total numbers of 17 employees. It was founded back in the year 2008. Its turnover is
around $3.9 million a year.
Fashion industry in Australia is very big. Its turnover is around 16.21 billion AUD in the year
2017 (Gaille, 2018). In terms of structure there are three parameters such as market
concentration is good and most of the companies are performing in a better manner. This
firm’s competitive position within Australian fashion industry is good as it can be seen from
its growth rate which is around 110%. The target market of the firm in the overseas market is
the young customers that are fashion lovers.