International Business and Globalisation - Bulb Energy

Business and
Globalisation

Table of Contents
1. INTRODUCTION ................................................................................................... 3
MAIN BODY.............................................................................................................. 3
2. BULB Energy Overview........................................................................................ 3
3. Energy Supply Industry....................................................................................... 3
4. The Importance of Global Trading.......................................................................5
4.1 International Drivers.......................................................................................... 5
5. Expansion opportunities in Europe......................................................................6
5.1 Germany Overview............................................................................................ 6
5.2 Danish Overview............................................................................................... 7
6. External Environment PESTEL.............................................................................9
6.1 PESTLE analysis for Europe...............................................................................9
6.2 Entry into Denmark......................................................................................... 10
Table Three: PESTEL Score by country out of 10............................................10
7. Competitive Forces............................................................................................ 11
8. Porter's Generic strategies ............................................................................... 11
9. Entry Mode and Market Selection......................................................................12
10 Conclusion........................................................................................................ 12
Appendixes............................................................................................................ 13
References............................................................................................................. 15

1. INTRODUCTION
Globalisation of a business is concerned with a movement towards conducting the operations in
various nations in order to reach the new segments of the markets as well as reducing the production cost.
This concept facilitates in enhancing the flow of products as well as services, human resources, capital
along with the ideas across the boundaries of the other countries. The process of globalisation also
enables the businesses to get specialize and to extend the intensity of research and development,
innovation along with the capital in their output (Bakhru, 2019). In this project, Bulb Energy is an
organization which is taken into consideration for demonstrating different aspects of this report. This
project includes the ways to identify the opportunities of the business expansion at international levels. It
mainly concentrates on 2019 information before the pandemic situation in order to gauge a proper
measurement of the market-place. Within this report two countries have been identified and these are
Denmark and Germany. There will also be a review on their financial health, demographic profile as well
as compatibility to both NK and UK space.
MAIN BODY
2. BULB Energy Overview
Bulb Energy is a UK-based organisation registered in England and deals in supplying the energy.
The growth of the respective company is quite impressive from the time of its launch in the year 2013 and
claimed to supply gas as well as electricity from the off-set or renewable sources. In the year of its
foundation, the organisation attracted venture capital and ran at a fiscal loss when it is acquiring the
growth at a fast rate within its customers (Bakour, Abadli and Yassine, 2020). The company has also
shared around 5 to 6 % of the energy markets of United Kingdom in the year 2021 and was considered as
the seventh largest organisation within the nation. Within the year 2021, the respective organisation has
also sought a bailout because of its financial issues which are caused by the increasing prices of the
natural gas.
3. Energy Supply Industry
Because of the regulatory pressures, the energy supply industry is expected to show the
opportunities on a large scale in the area of renewable energy. Within the year 2020, the predicted
revenue of the industry was £123.6 billion (Energy Supply in the UK, 2022). The renewable energy
accounted for the largest share in the main energy production within European Union in the year
2019 was 36.5% which was followed by the nuclear heat at 32.0%, solid fossil fuels at 16.2% ,
natural gas at 8.5%, oil as well as petroleum products at 3.7% and the waste which is non-renewable
at 2.2% (Energy Statistics, 2022). The energy economy in the European Union in the year 2019 was
based on the annual data and provides the trtends for the commodities which are consuming energy.
The gross available energy in the Europe in 2019 has slightly decreased in comparison to the year
2018. The use of oil was again declining after a slight rise in the period between the year 2014 and
the year 2017. contrary to it, a slight fluctuation has been observed in the natural gas, with the levels

back on the increase in the year 2019. The contribution of the sources of renewable energy depicts a
stable growth in the year 2018 and achieving further in the year 2019 (Energy Statistics Overview,
2022).