CIRCUSTRIX QUESTIONS – Winter 2021

  1. Conduct a PESTEL analysis to determine the viability of the location in Scotland. (30 Marks)
  1. Looking at your answer to Question #1, pick the two elements of PESTEL that you believe will differ the most amongst the four European countries where Circustrix is expanding. Support your answer by also performing an analysis of the two elements of PESTEL for each of the three other countries (Germany, France, and The Netherlands). (30 Marks) Please Note: Use the United Kingdom as a surrogate for Scotland. No one in the individual countries that make up the UK will like it, but it’s all we have.

To help you in this regard, you must bring in Hofstede’s work on culture. An overview can be found here:

And country comparisons between France, Germany, The Netherlands, and the United Kingdom can be found here (the list defaults to alphabetical order):

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Please note that there is not only a chart comparing the countries, but also tabs you can click on to get the details of the analysis for each country. On the presumption you use some of this information to support your points, please make sure you appropriately cite the website/page.

  1. From the perspective of Circustrix, what are the advantages and disadvantages of the different strategies (direct investment, joint venture, or franchising) for entering foreign markets. (10 Marks)
  1. Based upon your PESTEL analyses in Questions #1 and #2, your answer to #3, and any other tools/analysis you feel will help support your answer, pick what you think is the best method of entering international markets and create a strategy and implementation plan around it. PLEASE NOTE: In this case I am NOT looking for timelines, but a discussion of your strategy and the tactical steps you feel would be necessary to implement your strategic direction. (30 Marks)

NOTE: YOUR ANSWERS SHOULD NOT TOTAL MORE THAN TWELVE (12) PAGES DOUBLE SPACED, EXCLUSIVE OF ANY APPENDICES OR EXHIBITS SHOULD YOU CHOOSE TO USE THEM. POINT FORM IS ACCEPTABLE, BUT MAKE SURE YOU ARE NOT TOO CURSORY!!

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