This Strategy Briefing will simulate the type of analysis performed within strategy units
of multinational corporations. Such Briefings should use the current case studies, and
theories of macro/microeconomics, marketing, and relevant historical information to
outline the market, business, political and technological environment of your company.
The first section of your briefing should discuss and analyse the current situation of the
business in its environment. In the second section, you will outline more proactive
proposals regarding what your company should be achieving and how it can do this.
You will show evidence of good independent readings and research. A minimum of 10-
15 relevant and reliable research sources should be used and correctly referenced in
the paper, and sources used should go beyond the readings provided in this Module
Study Guide. Sources should be correctly cited consistent with Harvard referencing
style. You can use graphs and images to support your strategy outline.
You can choose to analyse the following themes from the point of view of an
international corporation as outlined in the question:
Topic 1: Regulatory Environment
You are the head of a strategy unit for a major supermarket in the United
Kingdom. The past three years have seen unprecedented uncertainty regarding
the UK’s departure from the European Union (Brexit). Evidently, there have
been a range of possible outcomes, each with a range of important regulatory
impacts. Your company needs to ensure a sustainable supply chain of fresh
food from Europe (Spain, France, Italy) and clothing and electronics goods from
central and Eastern Europe. Outline a strategy brief for your unit that examines
a) the context of the Brexit situation, how it developed and affected the British
supermarkets, b) the possible solutions to issues from the Brexit and the
ongoing legal implications of trading, ranging from the consequences of
cancellation of Brexit up to a no-deal WTO-terms Brexit and c) assess various
business strategies tackling the problems of Brexit and what is the most
desirable strategy for your company, and what is the most likely outcome from
implementation of these strategies.
2. Topic 2: Political Risk
You are an international strategy consultant for a major firm. Your boss has
given you a dossier on a client worried about deteriorating trade conditions
between the United States, Europe, China, and Latin America. Your client’s firm
is a large Spain-based corporation. It sells a range of goods in its retail stores,
from clothing to small consumer electronics to household goods. The supply
chain and contractor agreements stretch from Brazil to Mexico, through Eastern
and Central Europe and on to South-East and East Asia. Provide a strategy
briefing outlining the international and regional trade conditions, existing and
proposed regulations, and political risk of more regulations affecting these
regions (North and South America, Europe, and East Asia). Include both the
negative developments as well as positive ones.
3. Topic 3: Marketing, Brand & Emerging Markets
You work for a multinational marketing and branding firm. You have been
contracted by a major Sweden-based multinational home furniture company
that wants to expand from the European market to next door markets in the
Middle East and Southeast Asia. Before preparing a cost-benefit analysis, and
a branding and marketing campaign, your boss wants to find out what kind of
images, ideas, brands and thinking strikes a chord among the demographics in
these regions. Pick one region and pick two or three countries to examine.
Write a briefing that outlines a) existing competitor furniture companies (both
local and international) as part of a SWOT analysis, b) the core demographics,
including economic income and other core statistics, and c) the trends, ideas
and brands that are most appreciated in those countries that could fit with your
mission of selling Swedish furniture.

4. Topic 4: Innovation
Your company is being contracted by a government in Europe to examine the
impact of the 21st century digital revolution on its business. You can pick
whichever country you wish within Europe. The Government needs to
understand the impact of technologies such as the Internet of Things, Artificial
Intelligence (AI), Integrated Digital Supply Chains and Robotics. Explain the key
latest developments and how this will provide positive and negative outcomes
for the country’s trade and business environment, as well as employment and
governmental responsibilities toward social care, healthcare, and citizens’