Expand & market businesses internationally (GEST703_ITMCY)

1.     Understand the company and its original environment:

o    Analyze the current state of the company's activity.

o    Design a Business Model Canvas.

o    Conduct a competitive analysis and SWOT analysis.

o    Formulate and justify improvement proposals for the company.

2.     Scan and understand the target international market:

o    Analyze international market components: competitors, customers, partnerships, ecosystem, etc.

o    Develop an internationalization strategy.

3.     Propose a complete implementation strategy:

o    Develop a comprehensive strategy proposal.

o    Justify strategic choices made.

4.     Convince your audience:

o    Deliver a professional presentation to a jury.

o    Respond effectively to questions and answers.

Phase 1: Project Launch

• Introduction to the module: objectives, organization, evaluation criteria, and work sequencing.
• Introduction of case studies and group formation, defining roles.
• Academic Inputs: Business Model Canvas, Porter's Five Forces, PESTEL Analysis.

Phase 2: Understanding the Company and Its Original Environment

• Utilize diagnostic tools and prepare relevant questions.
• Company Meeting: Presentation and Q&A session.
• Update diagnostic tools (BMC, Porter, PESTEL).
• Formulate and justify improvement proposals.

Phase 3: Scanning the International Target Market

• Academic Inputs:
  • Market analysis methodology: competitors, customers, partnerships, ecosystem, etc.
  • Internationalization strategies.
  • Criteria for selecting an implementation strategy.
• Conduct study on identified target market / Group discussion and feedback.
• Synthesize analysis into documents (Deliverable 4: Analysis of ongoing internationalization strategy + target market analysis).

Phase 4: Proposing an Implementation Strategy

• Propose a step-by-step market penetration strategy.
• Justify choices and explore optimization possibilities with the initial market.
• (Deliverable 5: Recommendations for the company integrating SWOT analysis).

Phase 5: Convincing Your Audience

• Academic Inputs: Effective pitching techniques.
• Mock Presentation: Rehearsal, feedback session, improvement strategies.
• Final presentation before a jury and Q&A session (Technolac).

• Strategic analysis and proposal development.
• Market scanning and internationalization strategy formulation.
• Professional presentation and communication skills.
• Critical thinking and problem-solving abilities.
• Teamwork and collaboration.

1.     "Business Model Generation" by Alexander Osterwalder and Yves Pigneur.

2.     "Competitive Strategy: Techniques for Analyzing Industries and Competitors" by Michael E. Porter.

3.     "Global Marketing Management" by Warren J. Keegan and Mark C. Green.

4.     "International Business: Competing in the Global Marketplace" by Charles W. L. Hill and G. Tomas M. Hult.

5.     "International Marketing" by Philip R. Cateora, John Graham, and Mary C. Gilly.