City of London College

Birmingham City University

MBA Top-UP

International Business Assignment

Assignment Brief

Choose one multinational firm in a specific industry or sector and provide a

critically analysis of this firm’s international activities.

Please note

1/ This is an individual assignment

2/ If the firm operates in more than one industry/sector you should focus on its
activities in one specified industry/sector

3/ You should agree your choice of firm with your tutor (This is to prevent more
than 1 student choosing a given MNE )

4/ In your work you should critically evaluate the following:

• International business literature relevant to the organization and its sector

• The international business environment (macro and micro level factors) of
the company and key factors for success in its industry/sector
• International strategies of the company (evaluated in the context of its
international competitive environment).
• effectiveness of the company’s international strategies and operations
• appropriate and justified recommendations for improvement and/or
development of the company’s international operations

Successful students will demonstrate understanding through the application of

appropriate models and concepts to the activities of the chosen firm, and will
demonstrate the capacity to apply appropriate reliable data and academic
sources. Assignments consisting of an uncritical assembly of website
material and other sources will NOT be successful.
Assignment Advice
• You should not rely on extensive use of case studies in the module text
nor case studies from other sources. Higher marks will be awarded to
students who demonstrate the good analysis of evidence and
engagement with the IB literature.
• Submissions which are mere compilations of data, or which do not
reference all sources correctly will fail.
• A minimum of 10 academic references are required of which at least 5
must be recent journal articles.
• No more than 5 internet-based references should be used and these
should be from reputable sources. (In this context internet-reference
sources does not refer to academic journal articles sourced electronically,
which count as journal articles).
• Referenced sources should be carefully integrated into your work (i.e. it is
not sufficient to make a compilation of various sources).
• The assignment shall be printed in 12 point Times New Roman or Arial
font, with 1.5 spacing, and full Harvard referencing for all sources used.
• Word limit: 3000 words excluding appendices.
• Deadline Friday 30th July 2010
 Marking Scheme

Analysis of the firm at international and national level, 20

focusing on key environmental factors (PEST/PESTLE
analysis), and the structure of the industry or sector

Critical analysis of the firm in the international market 20

(SWOT analysis), including strategies of two or three
competitors

Critical analysis of the firm’s market entry mode(s) and 30

growth strategies and evaluation of potential development of
the firm (10-20 years)

Engagement with appropriate academic literature & 20

application of appropriate models and frameworks

Structure (introduction, main body & conclusion), 10

Presentation (cover & content page, grammar, spelling )
Referencing (Harvard style and covers all sources used)