Global Strategy and International Trade (Distinction Criteria)

This article discusses the role of strategic alliance, mergers, and acquisitions in achieving sustained growth and corporate profitability in both domestic and international markets. It provides a case study of Unilever plc and its success story. It also distinguishes between external and internal economies of scale and explains the phenomenon of intra-industry trade. The article examines the extent of intra-industry trade between the UK and the EU in recent years and explores the implications of the results for UK external trade policy and strategy after Brexit.

Global Strategy
and
International
Trade

Table of Contents
Part-A...............................................................................................................................................3
Introduction .....................................................................................................................................3
Question-1 Critically evaluate the role of the strategic alliance, mergers, and acquisitions in
enabling the corporation to achieve sustained growth and corporate profitability in both the
domestic and international markets........................................................................................5
Conclusion ....................................................................................................................................14
PART B..........................................................................................................................................14
Introduction ...................................................................................................................................14
Question 3: Distinguish between external and internal economies of scale and use these
concepts to explain the phenomenon of intra-industry trade. Illustrate your answer by
examining the extent of intra-industry trade between the UK and the EU in recent years. What
are the implications of your results for the UK external trade policy and strategy after Brexit?
..............................................................................................................................................15
CONCLUSION .............................................................................................................................20
REFERENCES..............................................................................................................................21

Part-A
Introduction
It is very important for the success of organisation in the market that they try to achieve
the growth in their business. The growth of the business are depend upon the expansion of
business ion national and international market (Abeliansky, Martínez-Zarzoso, and Prettner,
2020). It is not easy for the management of organisation that they expand their business in
domestic or in international market because they have to face many problems and crunches in
this process such as financial crunches, cultural problems and many more. There are many
companies are present in the world which achieves considerable growth in their business with
their international expansion plan. The managers of the organisation has to conduct deep market
research under which they consider different internal and external factors so that their negative
impact can be minimised. The organisation which is chosen here is Unilever plc. This section
provides brief discussion related to the role of strategic alliance,mergers and acquisitions.

About the company
Unilever plc is a British multinational organisation which deals in the retail industry of
United Kingdom. All the important decision of the company are taken from their headquater
whichb is situated in London United Kingdom. This organisation was established in the year
1929. The management of thje Unilever has provide diversified product under which they offer
home care products, health care and skin care product. The management of Unilever has
different dedicated and experienced executives which always think about the growth of the
organisation and always analyse different ways to achieve growth in business.

Question-1 Critically evaluate the role of the strategic alliance, mergers, and acquisitions in
enabling the corporation to achieve sustained growth and corporate profitability in both the
domestic and international markets
It is very important for the managers of the organisation that they consider different types
different types of strategic tool if they want to achieve effective growth in their business. There
are different types of strategic tools are present in the market which can be used by the
management of the organisation to established effective relationships with other companies of
the world (Akerman, 2018). The main reason for the success of Unilever is the use of effective
strategic tools in the organisation which helps them to develop effective relationship with the
management of other organisations. The management of Unilever has conducted their business
in more than 150 countries of the world and it can only be possible on the basis of collective
decision of the company. The brief discussion related to the different strategic tools are given
below:
Strategic alliance
It refers to those process under which the two companies came together to conduct any specific
business or projects and both the companies remains independent. These resources are available
with other company so it develop strategic alliance with them so that the project can be
completed and after the achievement of their goals they becomes separated and conduct their
separate business (Du, Yu, and Li, 2020).. I personally recommend to the management of the
Unilever that they develop effective strategic alliance with different types business organisation
so that the sustainable development can be take place in the organisation. There are different
types of strategic alliance are present in the market which helps the organisation to achieve their
growth in market. These tools are Joint ventures, equity alliance and non equity alliance. These
tools enables the management of organisation a specific area or tool to uses in their business. The
brief discussion related to these tools are given below:
Joint venture
It is one of the most commonly uses strategic-alliance tool which is used by many companies in
the market. Under this arrangement of strategic-alliance two companies mixed up all their
resources and formed one child company. This child organisation working on the new project or

task. One of the most unique feature of this type of alliance is that companies which work jointly
are separated when their objective is over. It is very important for the management of the
organisation that they develop effective contract with the other organisation so that the chances
of misconceptions can be reduced.
Advantages of Joint venture
Joint is one of the successful method and tool of strategic alliance which is used by many
organisations. The main reason for the popularity and choice of this method is their advantages
and benefits (Friel, Schram, and Townsend, 2020). There are many advantages of this project are
present in the market and the brief discussion related to the same are given below:
 The most important advantage of this method is that it helps the organisation to develop
new capacity and expertise in the management.
Disadvantages of Joint venture
It is nor possible for any concept that they only has positive aspect, every methods has its
negative side effective. Joint venture also has some disadvantages and it depends upon the
management of the organisation that how they manage the situations and the brief discussion
related to the same are give below:
 If the level of creativity and intelligence are not matched by both the organisation then
the chances of dispute will increase and becomes harmful for the business.
 If the task and the resources of the joint venture are not distributed properly in the
organisation then its a great disadvantage for the management of organisation.
Equity strategic alliance
It is related to those tool of the strategic alliance under which one company holds the equities of
the other company and if both the company purchase the share of each organisation. One of the
important feature of Equity strategic alliance is that the controlling power of the company are in
the hands of other company if they holds major shares (Ganne, 2018). If the company has
purchased less share then they have right to use the company resource and also have voting
rights in the company.
Advantages of Equity strategic alliance
There are different types of advantages are present in Equity strategic alliance because of their
systematic approach. The brief discussion related to the same are given below:

 One of the most important advantage of Equity strategic alliance is that It helps the
partners of the organisation to achieve their growth fast.
Disadvantages of Equity strategic alliance
 The loss of stake in the company is the biggest threat in this type of strategic alliance.
Under this arrangement if the company holds major share then the old management lost
the control from the company.
 If the management of the those company which purchase the shares of other company are
not good and not having creative mindset. It is great threat for the subsidiary company
because the risk of management failure are very high.
Non- Equity strategic alliance
Under this type of strategic alliance, both the organisation only develops agreement for the
sharing of their resources for common goals. In this type of strategic alliance, the organisations
does not develops any separate entity not to purchase the shares of the company. Only the
agreement are sufficient for the business (Gruszczynski, L., 2020). This agreement contains all
the terms and conditions of the business and only the document are considered at the time of
dispute between the business partners.
It is one of those tool of strategic alliance which is used by many organisation of world. It
is something informal so that there are not so many difficulties finds by the organisation to
develop these type of strategic alliance. It is one of the most important method for the business
organisation because it saves the time of the company. The main purpose of the organisation in
this type of alliance is to .gain marketing, sales, production and development in the organisation.

Advantages of Non- Equity strategic alliance
As many organisation has used this method of business alliance. The main reason for the
popularity of this method is their advantages and importance and the brief discussion related to
the same are given below:
 The main advantage of the Non equity strategic alliance is that it protect the existing
management of the organisation to lost the control from the organisation because the
transfer of stake are not involved in this type of project.
Disadvantages of Non- Equity strategic alliance
 The chances of conflicts and disputes are very high in this type of business alliance
because of their informal style.
 If those companies which agreed to conduct their business collectively has different
management then the chances of success are very less for joint venture.

Mergers
Merger is related to those tool of the strategic alliance under which two or more
companies merges to one another and a new organisation are formed. There may be many
reasons for the merger such as to increase the reach of the company, increases customer base and
also to gain considerable market share (Hayakawa, and Mukunoki, 2021). Unilever is also a
merger of two companies such as Dutch margarine produce margarine Unie and the British soap
maker Lever Brothers as it is one of the most successful merger of world because Unilever has
achieved huge success in their market and spread their business in all over the world.
There are many feature of mergers are present in the market which differs the mergers from
other forms of business alliances. The first feature is that the organisation which merges together
don't have any existence individually after the merger. The share capital of the company are also
combined and the company listed on the security exchange combine. This method enables the
company to promote innovation in the organisation.
Need of mergers
Merger is a great tool for the management of the organisation if they want to expand their
business and the scope of need of Merger are very big. The brief discussion related to the need
of the merger in the organisation are given below:
 One of the most important need of the merger by the business organisation is the need of
resources which is not present with the company but it is available with other
organisation. If both the companies becomes merge then their resources are combined
and be used by all the management as a whole.
 It is beneficial for any type of organisation which are having huge tax liability to merge
with those organisation having significant tax loss forward. It is beneficial for the
organisation for the organisation because their tax liability becomes decreases.
Advantages
There are many advantages of mergers are present in the market which makes the concept of
Merger very superior and the brief discussion related to the same are given below:
 If one organisation merges with the other then the major effect of their merger are put on
the market share of the organisation. The market share of the organisation are increased
by the huge number.

 One of the most important benefit of this type of business alliance is that the cost of
operations of the company can be increased. In the merger of two companies all the
resources and technologies are combine and becomes beneficial for the organisation by
saving their cost of business.
Disadvantages of Merger
 One of the most biggest disadvantage of the Merger is that the competition becomes less
in the organisation then the new company can increase prices in the industry which is not
beneficial for the buyers (Hoskins, Finn, and McFadyen, 2022). In this type of market the
risk of monopoly of one company are increases very high.
 The cultural problem is one of the most biggest problem faced by the organisation in their
Merger with another company. If the culture of both the organisation are not similar with
other's organisation then both the companies has to deal with many problems in their
business. It is the duty of the managers of the organisation that they try to solve these
problems.
Strategic alliance is an approach that includes tow or more organisations to be agreed to pool out
their organisational resources altogether in order to create a combined force within the market
place. While merger is considered as an agreement that helps in uniting two current organisations
into one new business. Strategic alliance and merger are both different concepts and
differentiation between them is described as below:
Basis of differentiation Strategic alliance Merger
Meaning It is an agreement between the
two or more businesses in order
to cooperate particular activities
of the business so that each
company gains advantage from
the strengths of the other
organisations and chase
competitive benefits.
It is a single agreement that
facilitates in combining two
separate existing organisations
into a new larger one for
expanding the market segments
or gain market share.
Objective The objective of strategic
alliance is to create a
The objective of merger is to
generate a stronger and a single

competitive benefit and lessen
the rivalries from moving in on
the market.
organisation.
Benefits and drawbacks This helps in speeding up the
entry within a new market
which is an advantage of
strategic alliance. The limitation
of strategic alliance is that in
this process there is poor
communication between the
involved companies because of
lack of bonding.
Merger helps in lowering the
price from efficiency of synergy
as well as scale which is a
benefit that is gained by the
companies. The major drawback
of merger is that it creates less
choices for the customer base
that results in reducing the
volume of business operations
within company.
Acquisitions
The acquisitions are also known as takeovers as in this approach they include more
negative connotation than mergers. It is also one of the major role of a company to consider
various factors which are appropriate for the business in order to lead at the marketplace. In the
recent times, it is important for a company to focus on various factors that are important for
business development on the basis of acquisition. All major companies in the international and
national marketplace focus on key aspects of acquisition in order to achieve organisational goals
and objectives. All major companies should also develop a major practices related to acquisitions
for overall growth of the organisation. In the corporate world, major practices based on
acquisitions are formulated by a company in order to make company successful in a set period of
time. Main companies should focus on development of risk eliminating strategy in order to
develop at the marketplace. All major companies in the international marketplace, it is essential
for a company to deliver best practices which are required to gather information about a subject
matter.
Key benefits and limitations of merger and acquisitions for profit growth in both global and
national marketplace
The key benefits should be considered by a company when it is about to internationalised
marketplace in a precise manner. Many companies develop a major planning framework which is

essential for business growth in an advanced manner. Main limitations prevents a company to
increase its profitability in order to develop sales and turnover. Expansion and growth are also
two major outcomes which should be kept in mind by the company in order to expand business
development (Nathaniel, Murshed, and Bassim, 2021). Also the company should focus on
analysing major environmental factors that are associated with business. Another major
limitation of merging or acquiring a company in the foreign marketplace is related to culture.
The development of internal environment is majorly dependent upon different practices which
are based on cultural goals. Traditions and culture of employees basically change when a
company is performing international operations. Traditions are also major element

Localisation and globalisation basis discussion
The practices related to localisation and globalisation should include assessment of
business operations including different methods. Globalisation based needs of the customers also
includes ethical practices which are related to overall development of a company. There are
various companies in the marketplace which perform merger and acquisitions to develop
business parameters (Wang, and Choi, 2019). In order to develop national companies merger,
there is a requirement of less number of efforts by the management. In terms of a global context,
there is a requirement of good number of functions that are based on globalisation based
practices. Professionalism is also one of the key component of a business which helps it to
develop more at global marketplace.
In the recent times, with an increase in practices related to globalisation, many companies
are involved in focusing on key goals and objectives. The companies should also briefly analyse
key competitors in the global marketplace as the competition for overall development of
company. This is also one of key responsibilities of strategic management to analyse planning
tools with the help of board of directors to succeed at the marketplace. Development of local
companies is majorly dependent on practices which are performed by strategic management of
the company. In the international marketplace, it is one of the key responsibilities of
management to develop and analyse focused approach on different operations with great stability
(Wang, Wang, and Tang, 2020). In terms of globalisation, there is a huge demand of application
of information and technology in order to perform accurate and fast operations (Wiedmann, and
Lenzen, 2018). Company should also focus on analysing key goals and objectives that are based
on focused growth in order to achieve set business goals. In the recent times, it is also one of the
major role of a company to perform macro environment based analysis to lead at the global
marketplace. Most of the successful business organisations also look for development of major
factors that are considered by a company when it is entering international marketplace.
Company will also analyse different factors associated with development of a business
for analysing key factors and growth related to company expansion. The company should also
focus on analysing main targets and objectives which are related to research and its development.
All major companies should also focus on globalisation based approaches in order to briefly
develop a major planning framework. In order to comply with merger and acquisition in a well
defined manner, it is important for a company to focus on key goals and objectives. The main

importance of key goals and policies is essential to be understood by a business for effective
development of company (Young, 2019). The main analysis of elements associated with a
business are compulsory to be considered by a business in an ethical manner. All business
entities should also cover dimensions of change in order to perform new and fresh operations.
Localisation of a business also require less number of employees as compared to
globalisation when there is a need of effective methods and policies. In order to perform
operations related to globalisation, it is key role of a company to achieve marketing based goals.
Information and technology based requirement in order to maintain effective relationships with
different customers. This is also significant duty of strategic management of the business to
analyse various elements that are present in global business environment. All major companies
should focus on analysing key factors related to growth and development of a company for
focused growth (Yüksel, Ubay, and Çelebi, 2021). Globalisation based factors are also important
to be considered by a business in order to develop different international operations.\
Conclusion
It is concluded from the above section that there are different types of strategic tools
present in the market such as mergers and acquisition. These tools helps the organisation to
develop effective relationship with other companies with an aim to complete any project or task.
The advantages and disadvantages of both the concepts are clearly concluded in this section so
that the company can develop effective judgement in relation to the selection of any favourable
strategic tool.
PART B
Introduction
Economies of scale is related to those condition under which the business organisation has
achieved their targets of quantity sale at their favourable prices. There are different types of trade
are conducted in the market and intra industry trade are one of them. Intra industry trade refers to
the exchange of similar products which is belong to same industry. This section of report
discusses external and internal economies of scale and use these concepts to explain the
phenomenon of intra-industry trade.

Question 3: Distinguish between external and internal economies of scale and use these concepts
to explain the phenomenon of intra-industry trade. Illustrate your answer by examining the
extent of intra-industry trade between the UK and the EU in recent years. What are the
implications of your results for the UK external trade policy and strategy after Brexit?
There are mainly two forms of economics of scale which is internal as well as external
economies of scale. Internal economies are defined as those economics introduction that mainly
occurs to the firm itself when they are expanding its output or enlarging their scale of production.
While contradictory external economy of scale refers to the benefits that mainly arise from
general growth with an economy or in a specific industry (Thies and Peterson, 2020).
Furthermore, In terms of internal economies of scale, it is duly measured an institution or
organisation efficiency of production and mainly due to number of elements that is controlled by
management team. While on the other hand external economies of scale undertake place due to a
larger form of changes within industry. According to the economist, Alfred Marshall the
foremost differentiation among internal and external economy of scale is related to factors of
production such as labour, land and effective capital and represents a positive externality for all
firms.
Internal economies of scale measures an organisational efficiency of production that
efficiency can be acquired by a company when they are improving output when the average cost
per product drop. This form of economy of scale is mainly a consequences of organisation size
which is being mainly controlled by their management team such as production measure,
workforce and machinery. These factors are therefore termed as independent of the entire
industry there are various forms of internal economies of scale. In this technical economy of
scale are mainly fulfil via the utilisation of large-scale capital production or machine processes.
In this the efficient example of technical internal economy of scale is Henry Ford assembly line.
While, in countries with external economies of scale are there are termed as having an
effect upon the whole industry. In this when the industry close this led towards the average cost
of business drops. Furthermore, it has been underline that this form of economics of scales can

undertake place due to negative as well as less positive externalities. In this positive externalities
is inclusive of specialised or trained workforce, relationship between suppliers and more
innovation. While on the other hand negative ones undertake within an industry level and are
mainly also defined as external diseconomies. In addition to this it has been evaluated that there
are a number of factors that is contributing elements behind the external economies of scale. In
this when organisation competitive set up shop within one areas in this the specialised employees
will seek employment. For an example IT industry in Silicon Valley that attract special or
talented set skilled of workforce (Drelich-Skulska and Bobowski, 2021). While secondly the
certain industry may become very essential that they can develop bargaining power with local
government and police stations. This in turn significantly towards more favourable form of
treatment in the other form of concession and subsidies. Thus from the analysis it has been
underlined that internal economies of scale mainly a result of elements determined such as the
reason which are internal to the organisation. While external economies of scale undertake place
on a genius determined in either the reason which is external to the organisation. Internal
economy of scale are mainly those that arises on the account of increase in the overall scale of
production, while external economies are those which arise outside the entity and significantly
occur to the growing industry.
Figure 1:Difference Between Internal and External Economies of Scale
Source: https://keydifferences.com/difference-between-internal-and-external-economies-of-
scale.html

Internal economies of scale mainly reflects as movement along the LAC curve. While on
the other hand, external economies of scale is mainly reflected as shift of the LAC curve.
Intra -industry trade is define as the exchange of similar form of products belonging to the same
industry. In this it has been underlined that this term is mainly applied to the international trade
in which same forms of services and goods are both exported as well as imported. However it
has been underlined that intra-industry trade which is trade of goods in the same industry from
one country to another. For example The United Kingdom exports as well as producers autos
and imports to European countries. Furthermore, for the more it has been underlined that the
main goods commodities the United Kingdom exported to the European Union countries was
transport and machinery equipment which include railway, vehicles, aircraft other things.
Furthermore it has been evaluated that as per the theory of competitive advantage it suggests that
the trade is needed to happen between economics with larger difference in import unity cost of
production (Stone, 2021). As per the findings that has been underlined that European Union is
whole acting as the United Kingdom largest trading partner in the year 2020 the total United
Kingdom exports to the European Union were 42% of all UK exports that were £251 billion.
However the share of UK exports are counted by the EU has been generally fall in over the time
from 54% in 2006 to 42% in 2020 due to brexit. In this, it has been the UK is no longer a
member of European Union single market as well as custom Union in this through the provision
of trade and cooperation agreement does not duly applied to the trade in goods among EU and
northern Ireland. It has been analysed that, starting at 1 January 2021, the Union and the United
Kingdom will be two separate administrative and legitimate spaces. This duly states that all
commodities that will ne sent out from the EU to the UK should conform to UK specialized
guidelines and will be dependent upon any pertinent administrative consistence checks and
controls. In addition to this, it has been evaluated that all items imported from the UK to the EU
should agree with EU specialized guidelines and will be dependent upon all relevant
administrative consistence commitments, checks and controls for security, wellbeing and other
public approach purposes. While, in any case, the Trade and Cooperation Agreement contains
various arrangements pointed toward forestalling and tending to superfluous specialized
boundaries and necessities, including through two-sided participation, and working on systems
used to show consistency with them. Furthermore, it has been underlined that specifically, the
different sides concurred a meaning of global norms that recognizes the applicable worldwide

standard-setting bodies. This will guarantee that the two sides homegrown item principles and
specialized guidelines depend on similar worldwide references and are hence viable to the degree
believable. In the field of similarity evaluation, the Parties consented to keep up with improved
on admittance to one another's business sectors through, specifically, the proceeded with
utilization of self-affirmation of congruity by the producer where this is presently applied in both
the EU and the UK (Leitão and Balogh, 2020). This covers an exceptionally huge portion of
two-sided exchange. The Parties likewise concurred a complete structure for collaboration on
market observation and item wellbeing that will support the powerful authorization of item
security rules and the significant degrees of assurance of buyers and different clients the two
players are focused on. This structure will be executed specifically through courses of action for
data sharing concerning the Parties' particular market observation exercises and measures taken
regarding risky or in any case resistant items. In various areas, the Parties have concurred
obvious plans to work with respective exchange, as well as administrative collaboration. These
areas incorporate auto, drugs, synthetic compounds, wine and natural items. It has been
underlined that Brexit significantly change the requirement as well as custom rules on the goods
that were transported or exchange between EU and the United Kingdom which also enhanced
complexities. In addition to this it has been underlined that you and trade cooperation agreement
you will include the following areas which is digital trade, trade in goods intellectual property,
public procurement, road transport aviation, social security coordination. fisheries, energy law,
enforcement, corporation participation in the union program etc.
From past many years European union was the biggest and largest trading partner of the
United Kingdom. Due to brexit the share of United Kingdom exports has been dramatically
decreased which affected overall trade deficit due to the brexit, at the United Kingdom is no
longer a member of the European Union communion as well as single market. This affected
many network of experience customs (Hasim, Al-Mawali and Das, 2018). However in this it is
essential to work with a global company in order to process a number of commodities each
months across a complex supply chain in order to have smooth intra-trade trading after brexit.
Furthermore, it has been underline that from the results of the finding that has been identified
that the UK external trade policy and the strategy after brexit is essential in order to have a free
trade deal effectively increase countries to make trade cheaper. In addition to this United
Kingdom can also undertake advantage of many free trade agreements such as the UK and New

Zealand deal to boost the United Kingdom economy after brexit. In this after removing tariff on
the goods such as machinery and clothing the government of United Kingdom can assure smooth
trading process. It is essential for United Kingdom to strengthen their relationship with other
countries and gain advantage of new apartment lease for consumer business and worker across
the United Kingdom with the help of reducing barriers to trade in goods. The United Kingdom
can also undertake use of a trade agreement with India in order to make trade cheaper as well as
easier with this company, United Kingdom can also undertake advantage of increase of
opportunity for UK investments and services in order to attract professional business services.
Furthermore, for the more after brexit the United Kingdom can also strengthen their external
trade policy with the help of supporting innovation and a trade in digital area. Along with this by
creating opportunities for business across the United Kingdom, empowering small and medium
sized enterprises and significantly promoting sustainable as well as modern trade agenda for the
resilient UK company can gain benefit in number of ways. Thus, from the analysis it has been
identified that after brexit it is essential for United Kingdom to emphasize upon economic as
well as strategic ties this will help them to significantly a sure and stimulate growth throughout
the United Kingdom. The government of United Kingdom is also required to emphasize upon
strength in their trade agreement with developing countries like India in order to assure higher
economics this will significantly benefit them to overcome the consequences and issues that they
have faced due to brexit.

CONCLUSION
This section of the report concludes the comparative discussion related to internal and
external economies of scale. The internal economies of scale deals with the internal issues of the
organisation such as profit maximisation, sale maximisation and many more. The external
economies of scale deals with the factors of the economy such as inflation, deflation and
economic growth. This section of the report concludes description related to the trade condition
of United Kingdom's economy.

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