International Business and Globalization: A Case Study of Bristol Energy's Expansion into Sweden

International Business
and Globalization

EXECUTIVE SUMMARY
The basic aim of this report is to highlight the various decisions and considerations that
are in play when a country decides to expand it's business concerns and facilities overseas. The
file was done in the operational context of Bristol energy and the role and importance of
international trade and energy sector was mentioned to make an positive case to justify it's
reasons for expansion. Various models like PESTLE and Porters five forces were used to
compare and contrast between regions of Sweden and Norway for purpose of expansion and
ultimately, Sweden was chosen as the penultimate option.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Company Overview....................................................................................................................4
The global energy industry..........................................................................................................5
The importance of global trading................................................................................................5
International drivers of trade.......................................................................................................6
Overview of Sweden...................................................................................................................6
Overview of Norway...................................................................................................................7
External environment analysis using PESTLE...........................................................................8
Entry into Sweden.......................................................................................................................9
Competitive Forces ..................................................................................................................11
Porters generic strategy and the Ansoff matrix.........................................................................12
Entry Mode and Market Selection............................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16
APPENDICES...............................................................................................................................17

INTRODUCTION
The modern business landscape has changed considerably in the last few decades and the
lucrativeness and ease of conducting trade on an international level has never been more easier.
The countries and international borders have been blurred as the world has become one giant
connected business hub thanks to the process of Globalization which has made the international
movement of products, services, technologies and manpower seamless (Ansari, Akram, and
Haider, 2022).
This report will highlight the importance and impact of global trade along with a brief
overview of the energy industry in the UK and the prevailing drivers of international business
which can influence and help Bristol Energy expand it's operations by tapping into new markets
in foreign lands. This report will analyse the internal and external environment of Norway and
Sweden and suggest best method of entry into the country which is best suited for Bristol energy
to expand and conduct energy operations in.
MAIN BODY
Company Overview
The energy industry in UK is quite big in operational scope as according to the UK trade
association, this sector employs approximately 738,000 people and receives consistent yearly
investment from the government close to 13 Billion pounds to provide power and energy to more
than 25 million households which is why it is a hot market segment full of competition and
major players (Menon, 2022).
One of these major players include Bristol Energy which is a municipality company
owned by Bristol city council and was found in 2015 and it deals with the supply of energy to
various businesses and households in UK. The company had posted healthy revenue figures
close to 76 million pounds as of 2019 and approximate net income of 10 million pounds before it
was bought and became an energy supplying brand working under Together energy in 2020.
The company is prime for expansion abroad as energy industry is one of the most
valuable sectors in international trade economy and futuristic clean energy options will shape the