Mid-Term Assignment: International Strategy for Lidl (Nov 2016)

This report provides a comprehensive analysis of Lidl's potential for international expansion, focusing on the application of strategic management tools and frameworks. The report begins with a comparative PESTEL analysis of Canada, Estonia, and Turkey to identify the most attractive target market. The chosen market is then discussed in detail, justifying the selection based on the PESTEL analysis. The report further analyzes the opportunities and threats in the firm's industrial environment using a 5-Forces analysis and evaluates the company's internal strengths and weaknesses using a VRIO analysis. Finally, the report evaluates various modes of entry available to Lidl and recommends the most suitable mode of entry, based on the preceding analyses, to ensure successful international expansion.

SALFORD BUSINESS SCHOOL
Strategic International Business Management RKC (November 2016)
ASSIGNMENT BRIEF (Mid-term assignment)

Module Strategic International Business Management Level 7
Title of
Assignment
Mid-Term Assignment – International Strategy (November 2016)
Programmes
undertaking
the assignment
Various - RKC
Weighting
within the
module
50%
Word limit 3000 words (+ / - 10%); the suggested word limits in the ‘Details of the Assignment’
are based on your using the extra 10% and are merely indicative.

Details of the
Assignment
Using Lidl (http://www.lidl-info.com/) as a case company:
1. Identify a potentially attractive target market for the company’s future international
expansion strategy. You will be provided with 3 specific countries below to choose
from. In order to identify which of these 3 countries represents a potentially attractive
target market, you are required to undertake a comparative PESTEL analysis of the
macro-environmental factors of the 3 countries.
- Worth 30% of the overall mark; not included in the word count.
This background analysis must be included as an appendix and must be no more
than 5 pages in length.
2. Discuss your rationale for the selection of your chosen market. Your rationale
should be justified with a more detailed discussion of your PESTEL analysis of the
macro-environmental factors of your chosen market which you have presented in the
appendix.
- Worth 15% of the overall mark; 700 words.
This task must be presented in the first section of the main body of your report.
3. Critically analyse the opportunities and threats in the firm’s industrial environment
in your chosen market. Application of a relevant model or framework such as the 5-
Forces analysis is required – a SWOT analysis is not acceptable.
- Worth 20% of the overall mark; 950 words.
This task must be presented in the second section of the main body of your report.
4. Critically analyse the strengths and weaknesses in the firm’s internal environment
which may support or challenge the firm’s expansion into your chosen market.
Application of a relevant model or framework such as a VRIO analysis is required – a
SWOT analysis is not acceptable.
- Worth 15% of the overall mark; 700 words.
This task must be presented in the third section of the main body of your report.
5. Evaluate the various modes of entry available to the firm and recommend – with
justification based on the findings of your analyses in Tasks 2, 3 & 4 above – the
most suitable mode of entry that will enable this strategic international expansion to
be a success for the firm.
- Worth 20% of the overall mark; 950 words.
This task must be presented in the fourth and final section of the main body of your
report.
You are strongly advised to structure your report in the same order as the
assignment tasks set out above.
Remember to include a list of references used at the end of the report (presented
Harvard style).

Countries to
choose from:
You are required to undertake a comparative analysis of the macro-environmental
factors of the following 3 countries in order to identify a potentially attractive target
market for your case company (Task 1):
 Canada
 Estonia
 Turkey
Learning
Outcomes to
be assessed
This assessment assesses how well you can do the following (as outlined in the
module specification):
 Critically review the strategy of an organisation in light of international
business issues, applying relevant theories and concepts
 Produce a creative strategic solution to a business problem for an
organisation facing diverse challenges, taking into account the firm’s external
and internal environments
Key Skills to
be practised /
assessed
This assessment assesses how well you can do the following (as outlined in the
module specification):
 Develop their analytical and problem solving skills.
 Improve their research skills and data analysis.
 Work both individually and collaboratively to solve a given problem.
 Develop effective written and oral communication and presentational skills.
 Improve their planning, organising and time management skills.
Assessment
criteria
Your assessment will be assessed according to these criteria which are reflected in
the Assessment Feedback Sheet:
 Degree of knowledge and understanding of the module subject
 Ability to develop an argument which is clearly justified and relevant to the
particular circumstances of the situation under consideration
 Ability to develop an argument which is well structured
 Breadth and depth of reading from the relevant academic literature
 Ability to critically synthesise and apply relevant theories and concepts from a
range of sources
 Ability to apply the Harvard referencing system in the correct manner
 Ability to collect and analyse relevant data
 Ability to identify and evaluate a range of strategic options relevant to the
particular circumstances of the situation under consideration
 Degree of originality in generating relevant and justified solutions to the
business problem under consideration
 Professionalism of presentation
 Ability to manage time to submit by the deadline
 Academic good conduct
Academic
good conduct
Your assessment must comply with the University of Salford policies on academic
honesty which are summarised here:
http://www.ils.salford.ac.uk/help/userguides/general/plagiarism/page_02.htm
On this assignment all your work must be your own. Presenting as one's own the
words, ideas, or expression of another in any form is cheating (plagiarism). If you are
unsure what constitutes plagiarism, detailed guidelines on how to avoid it can be
found at http://www.ils.salford.ac.uk/help/userguides/general/plagiarism/index.htm.
Plagiarism will not be tolerated and ignorance will not be excused. Students found
plagiarising may be excluded from the University.