Going Global - Importance of Globalisation and International Business

This report discusses the importance of globalisation and the drivers of internationalisation. It covers the PESTLE analysis of Congo and Bangladesh and the SWOT analysis of both countries. The report provides an overview of some strategies which will help the business to penetrate at the international level.

Title: Going Global
* Name and code of the module
* Assessment number
* Word count

Executive summary/abstract:
In this report, we discuss about the importance of globalisation and the drivers of
internationalisation. After discussing all of this, there is a detailed differentiation of domestic
and the international market which will help the report to provide an overview of this. The
report also covers the PESTLE analysis of Congo and Bangladesh and after that, the SWOT
analysis of both of the countries. The report provides an overview of some strategies which
will help the business to penetrate at the international level. Hence, in this report, we will
discuss about the globalisation and the international business.

Contents
1. Introduction......................................................................................................................................4
2. The Impact of global trade/ globalisation....................................................................................4
2. Differences of decision making between 2 international markets/countries.............................6
3. An analysis of the pattern of internationalisation taken by IB....................................................7
3. A critical application of theories used to formulate solutions to practical problems when
planning for different international markets...................................................................................9
5. Conclusion.......................................................................................................................................10
6. List of References............................................................................................................................11

1. Introduction
The international business refers to a type of business which is operated outside the national borders
or we can say that it is a type of a commercial activity which is functioned across the international
borders. When any business is operated across the international boundaries, it becomes an
international business. In today's world, most of the companies are dealing across the international
boundaries and attains a high reputative image in the market. While the other term globalisation refers
to an increment in the flow of goods and services across the international borders. These two terms
are different in their motives as the international business aims to grow or expand the business at the
global level while the globalisation aims a free motion of the people, goods and services, ideas, etc. In
this report, we will discuss about the importance and impact of global trade and globalisation and a
detailed explanation of the pattern of internationalisation which is undertaken by most of the
international business. The whole report covers to expand the business in the global market which is a
global leader in the digital transformation and it is generally a multinational company in France that is
named as, Atos. The firm deals in goods and services but mainly deals in services only and generates
a thousands of employment opportunities to the peoples. It is a company which has a high reputative
image in the information technology and its headquarters is in France and Bezons. This organisation
is founded in 1982 and functions under the brand names such as Atos Consulting and Technology
Services, Atos Worldgrid and Atos Worldwide.
2. The Impact of global trade/ globalisation
As in today's world, most of the organisations tries to enter into global market as because of its
development. The importance of globalisation seems to be very high in the latest trends. As we all
know that through globalisation, the person, firms and the countries can easily interact with other
nations and proves to be a beneficial activity for them. Globalisation can increase the trade of the
business and moves towards the growth and development of the organisations. It provides a creativity
and innovation to the business which leads to better success for them. As because of globalisation, the
business can deal with many challenges and tries to remove them. The company can find cheaper raw
materials and can hire more skilled labour at the cheaper rates which can reduce their manufacturing
cost and leads to an increased rate of turnover for them. Because of globalisation, the business can
provide number of job opportunities to the jobless peoples which can directly affects to the economy
of that nation. If the trade of the business is expanding, it can lead to build a reputative image in the
global market. To enter into the global market, Atos has to consider some of the international entry
strategies which is mentioned below-
 Licensing- It is an international entry strategy which focuses on attainting permission from
the company so as to manufacture and sell their products on behalf of them. As because of
this, Atos can build an image or goodwill in the international market.
 Exporting- It is also an international entry strategy which is widely used by most of the
organisations. The term exporting refers to the selling of goods and services in the foreign
nations. It is the easiest way that the firm may prefer as because it can remove the
manufacturing cost in the new countries.
 Outsourcing- The term outsourcing refers to the hiring of the other company so that they can
perform the functions of your firm. In simple terms, we can say that it is a general agreement

between the two companies as the first company gives the right to the second company to
handle all of the sales of the products at the international level but on behalf of them. If Atos
adopt this international market strategy, they can easily concentrate on their core activities
which leads to achieve their objectives efficiently.
As we have seen the importance of globalisation in the international market, there are mainly two
types of market where most of the businesses wants to operate.
Domestic marketing International marketing
 It refers to a form of marketing which
generally carries the marketing
activities within the home country or in
the national borders.
 The businesses who deal with this
marketing has limited scope for the
expansion and development.
 To enter into the domestic market, the
firm doesn't require to study a variety
of languages as it generally deals with
the same language and with one
culture.
 As compared to the international
markets, it doesn't require a huge
investment to operate the activities.
 As we all know that the scope for
expansion is limited in the domestic
market which leads to limited
employment opportunities for the
peoples.
 It is a form of marketing which
performs the marketing activities
outside the national borders.
 As compared to the domestic market,
the scope for expansion and
development is wide.
 But to enter into the international
market, Atos requires to study and learn
a variety of languages which helps
them to deal with many nations and
different types of cultures.
 But at the international market, the firm
requires a high rate of investment as to
carry their operations.
 The scope at the international level
seems to be very high which leads to a
high rate of employment opportunities
for the jobless peoples.
2. Differences of decision making between 2 international markets/countries
The PESTLE analysis is conducted in order to identify the factors related to the external environment.
It is mostly used by a large number of organisations and one of the best framework to analyse the
external factors related to the political, economic, social, technological, legal and environmental. Here
is a PESTLE analysis of two countries which is detailed below-
 PESTLE analysis for Congo

PESTLE
FACTOR
ISSUE
Political In Congo, there are so many factors that affects the growth of the nation.
As compared to other nations of Africa, the political crisis in Congo is on
the large scale (Hoffmann and et.al., 2020). As their democratic political
system faces the crisis of human rights and security which affects the
expansion and development in the nation.
Environment Some economic factors also affect the nation for expansion such as the
demand in the nation suddenly shifts towards the services sector as in
comparison to the goods sector (García-Valladares and Ituna-Yudonago,
2020). This affects the goods and agriculture sector on the large scale.
Social There are a large number of social factors that impact the development
and growth in the nation as we all know that birth seem to be a good sign
for the demand in the future. Because of the high rate of birth and higher
immigration, the USA has deflected to accept to the European Union style
in the undynamic economy (Kavota, Kamdjoug and Wamba, 2020).
Technological To accept the advanced technologies in the Congo nation, seem to be very
difficult for them. As because they have to examine the new technologies
and the infrastructure before entering into the new market (Mantz, 2018).
There are some other factors related to the technological factors like cost
of production and trends, empowerment of supply chain partners, etc.
Economic If the Congo wants to enter into the new market, they have to determine
about the rules, regulations and laws of that predetermined market. The
nation has also to consider about the health and safety rules of the
different countries before entering into it (Mbokani, 2022).
Legal There are so many factors which are related to the environment and affects
the nation in terms of their growth. Before entering into the new market,
the Congo has to consider about the recycle policies which is most
important for a healthy and safe environment in the nation (Nagabhatla
and et.al., 2021).
 PESTLE analysis for Bangladesh
PESTLE
FACTOR
ISSUE
Political Bangladesh faces many crisis and challenges related to the politics. The
problems are established because of the change in the government and
election which attacks the transportation of goods (Mahmud, 2022).
Environment In the nation of Bangladesh, there are some features which is considered
by the actions between the buyers and the sellers but there are some other
features also which is controlled by the government (Sarker and et.al.,

2020).
Social The public in the Bangladesh are loving, caring and are of friendly type
which creates a perfect and good relations with anyone and this seem to be
a most essential part of the nation (Reza and et.al., 2020). The persons in
the nation loves to spoke languages of other nations also.
Technological As compared to other countries, this nation is very fast in adopting new
technologies because they mostly used a high and an advanced technology
(Murshed and Alam, 2021).
Economic The legal system in the Bangladesh is very good in their standards. As we
all know that the corruption is spread all over the countries which may
affect the legal system but in Bangladesh, the judgements are
misrepresented through the corruption (Mannan and et.al., 2022).
Legal Before manufacturing and supplying the goods and services in the nation,
the nation has to consider about the laws and regulations related to the
environment. In Bangladesh, there are so many NGOs which working
towards the safe and secure environment and mainly focus on the
environmental issues on the broad level (Das and et.al., 2021).
3. An analysis of the pattern of internationalisation taken by IB
As for the better differentiation, both of the countries conduct a SWOT analysis which can provide a
better understanding of the strengths, weakness, opportunities and threats. Through the SWOT, the
nation can also examine the internal factors and finds the correct decision in order to solve it.
 SWOT analysis of Congo
SWOT FACTOR ISSUE
Strengths The Congo is very rich in the natural resources which proves to be a
strength for them as they don’t have to face scarcity of natural resources in
future (Wamue-Ngare, Warren and Torjesen, 2023). And the opportunities
in the Congo related to tourism industry is very more as compared to other
other nations.
Weaknesses As we all know that corruption is spread all over the world and it
influences the functions of the government in a very bad manner. The
corruption is performed at their nation at a very large scale which affects
their operations (Peyton Jr, 2020). And in comparison to others, they
doesn't accept the advanced technologies frequently which creates a
lacking of the infrastructure facilities in the country.
Opportunities There are so many opportunities for Congo in relation to the business as
they can attract a large number and best companies of mining which
creates an opportunity for them (Byemba, 2020).

Threats Congo has to manage their operations in an efficient manner which can
helps them to overcome the corruption and has to adopt the advanced
technology in a fast way which can increase their infrastructure facilities
(Cooksey, 2022).
 SWOT analysis for Bangladesh
SWOT FACTOR ISSUE
Strengths There are a large number of peoples in the country of Bangladesh which
can define that this nation has a very huge man power. In the nation of
Bangladesh, the agriculture sector seem to be more powerful as
comparison to other sectors (Uddin and et.al., 2020).
Weaknesses In the country of Bangladesh, the power supplies is very poor and there
are most of the children's who cannot go to school or any other institution
which can create a huge effect on the economic development and leads to
increase in the illiteracy rate (Turzo, 2021).
Opportunities The cost of production or manufacturing in the nation of Bangladesh is
low as compared to other nations which can prove to be a great
opportunity for them as they can improve their sales and revenue in an
efficient manner. As because of the huge man power, Bangladesh has an
availability of the large number of labour in their nation (Murshed, 2020).
Bangladesh have a variety of historical places which can we say as a
world famous as because of this, the nation can attract tourists which may
become a way of earning revenue.
Threats There are so many natural disasters take place in the country of
Bangladesh and to deal with the problem, they have to invest more in the
environment sector as comparison to other sectors. If this practice is not
being performed by the nation, it can make the natural economy as
difficult (Chowdhury and et.al., 2021).
3. A critical application of theories used to formulate solutions to practical
problems when planning for different international markets.
As if the firm wants to penetrate in the international market, they have to consider about
various types of strategy which is mentioned below-
• International strategy- It refer to a type of strategy which is mostly used by most of
the organisations in order to provide services at the global level or we can say that it is a
strategy which is created by the business so that they can easily perform their operations at
the international level and builds a competitive image in the international market. As to build
an international strategy, the firm has to examine firstly the international market, and develop
their offerings according to that. As it is a continuous process for the firm and because of this,

the firm can expand themselves in an efficient manner. It is considered to be a most important
strategy for any business.
• Localization strategy- It refer to a type of strategy which the firm takes as to address
the customer behaviours, cultural differences and purchasing habits of the customers. This
type of strategy is used by the organisations in order to provide a comfortable and familiar
product to the customers. It can be easily taken by the organisations through redesigning their
branding and has to sell it into a specific market. If the firm wants to adopt the localization
strategy, they have to change the tag-lines, rating, and the colour schemes of the product.
Through this strategy, the firm can easily target the culture and customs of a specific nation
which will help them to make a competitive image in the market. By practising this strategy,
the firm can gain an experience of the local cultures which helps them to execute the changes.
If the company bought localized goods and services into the nation, it can improve the
customer satisfaction which results in to huge profits.
• Global strategy- It is also referred to as the penetration strategy which the
organisations use as to enter into the global market. Through this strategy, the organisation
can easily expand into the global market. This strategy provides a high rate of revenue to the
firms and improves the brand at the global level. If the firm wants to adopt this strategy, they
have to firstly deal up with examining the competitors, and the other essential elements of the
business. At today's world, most of the organisations has to consider this strategy because it
can provide a way to the success in the various locations of the world.
• Transnational strategy- As to enter into the new market, the firm has to perform a lot
of activities which seem to be a multi-challenging task for them. As according to that, the
business who perform the functions at the local as well as at the international level known as
transnational business. Or we can refer to the strategy which is adopted by the business as to
operate at the international level. If any business adopts the transnational strategy, they can
enjoy an opportunity of having more business which leads to have more sales in the business.
After studying and examining all of the options above, Atos has to adopt to the international
strategy as because it can help to build a reputative image in the market which leads to better
expansion of them. Through this, the business can enter into various types of new markets
which may attracts new customers for them. And because of this, the company can stay ahead
with the competitors and have an opportunity of investing in the foreign markets.
5. Conclusion
To conclude, this report has discussed about the importance of globalisation and the drivers
related to the internationalisation of business. The report also discusses about some entry
strategies which the firm takes as to enter into the new market as it can help them to build a
reputative goodwill at the international market. After discussing the entry strategies, there is a
detailed differentiation of the domestic and the international markets. As according to it, the
firm has to go with the international market which provides a high area of scope as compared
to the domestic markets. The international market provides a high range of employment
opportunities at the global level. After differentiation, the report explains about the PESTLE
analysis of two countries, namely, Congo and Bangladesh which helps the firm to provide an
overview of the external factors. After discussing with the PESTLE analysis, the report
provides an overview of SWOT analysis between the Congo and the Bangladesh which can

helps the firm to identify the strengths, weakness, opportunities and threats. At last, the report
covers the four strategies which Atos has to consider as to penetrate in the market. Among all
of the four strategies, Atos has to adopt to the international strategy which can brings a high
level of success to them and provides a brief knowledge of various types of markets to them.

6. List of References
Byemba, G.K., 2020. Formalization of artisanal and small-scale mining in eastern Democratic
Republic of the Congo: an opportunity for women in the new tin, tantalum, tungsten and
gold (3TG) supply chain? The Extractive Industries and Society, 7(2), pp.420-427.
Chowdhury and et.al., 2021. Plastic pollution in aquatic systems in Bangladesh: A review of current
knowledge. Science of the Total Environment, 761, p.143285.
Cooksey, K.E., 2022. Socioecological Factors Influencing Health Profiles of Western Lowland
Gorillas (Gorilla gorilla gorilla) in the Northern Republic of Congo.
Das and et.al., 2021. Techno-economic and environmental assessment of a hybrid renewable energy
system using multi-objective genetic algorithm: A case study for remote Island in
Bangladesh. Energy Conversion and Management, 230, p.113823.
García-Valladares, O. and Ituna-Yudonago, J.F., 2020. Energy, economic and emissions avoided
contribution of domestic solar water heating systems for Mexico, Costa Rica and the
Democratic Republic of the Congo. Sustainable Energy Technologies and Assessments, 39,
p.100721.
Hoffmann and et.al., 2020. Violent conflict and ethnicity in the Congo: beyond materialism,
primordialism and symbolism. Conflict, Security & Development, 20(5), pp.539-560.
Kavota, J.K., Kamdjoug, J.R.K. and Wamba, S.F., 2020. Social media and disaster management: Case
of the north and south Kivu regions in the Democratic Republic of the Congo. International
Journal of Information Management, 52, p.102068.
Mahmud, R., 2022. Exploring factors affecting women's political participation in Bangladesh: A study
on urban local government institution. Dynamics of Public Administration, 39(1), pp.40-54.
Mannan and et.al., 2022. Ethical obligation and legal requirements: On informed consent practices in
Bangladesh. Developing World Bioethics.
Mantz, J.W., 2018. The slow road to Tartarus: Technological fetishism, materiality, and the
trafficking in “conflict minerals” in the eastern DR Congo. In Linguistic and Material
Intimacies of Cell Phones (pp. 33-51). Routledge.
Mbokani, J.B., 2022. Achieving Justice for Child Survivors of Conflict-related Sexual Violence in the
Democratic Republic of the Congo in Light of the Kavumu CaseA Reply to Perissi and
Naimer. Journal of International Criminal Justice.
Murshed, M. and Alam, M., 2021. Estimating the macroeconomic determinants of total, renewable,
and non-renewable energy demands in Bangladesh: the role of technological innovations.
Environmental Science and Pollution Research, 28(23), pp.30176-30196.
Murshed, M., 2020. Electricity conservation opportunities within private university campuses in
Bangladesh. Energy & environment, 31(2), pp.256-274.
Nagabhatla and et.al., 2021. Water, conflicts and migration and the role of regional diplomacy: Lake
Chad, Congo Basin, and the Mbororo pastoralist. Environmental Science & Policy, 122,
pp.35-48.
Peyton Jr, D.M., 2020. Property Security in the Midst of Insecurity: Wealth Defense, Violence, and
Institutional Stasis in the Democratic Republic of Congo (Doctoral dissertation,
Northwestern University).
Reza and et.al., 2020. Child maltreatment in Bangladesh: Poverty, social class, and the emotional
abuse of elementary school children by teachers. Children and Youth Services Review, 116,
p.105195.

Sarker and et.al., 2020. Economic feasibility and determinants of biogas technology adoption:
Evidence from Bangladesh. Renewable and Sustainable Energy Reviews, 123, p.109766.
Turzo, N.U., 2021. SWOT Analysis of Islami Bank Bangladesh Ltd.
Uddin and et.al., 2020. A comprehensive statistical assessment of drought indices to monitor drought
status in Bangladesh. Arabian Journal of Geosciences, 13(9), pp.1-10.
Wamue-Ngare, G.N., Warren, M.A. and Torjesen, K.J., 2023. Combating Gender-Based Violence and
Fostering Women's Well-Being: Religion as a Tool for Achieving Sustainable Development
Goals in Congo. In Research Anthology on Modern Violence and Its Impact on Society (pp.
1147-1163). IGI Global.