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Company Description
This section includes a general description of the SME company in the context of the country where it is located. Each student should select only ONE of the three SMEs described in the case study or anyother SME from the travel industry.
Items to include in this section: Company description and offering/product-services. Key partnerships (if any).
Sources: A wide range of sources should be used such as Case study, Company’s web site, McKinsey Quarterly, Nielsen and IRI reports, the Economist, the Financial Times, Business Weekly and other practitioner data
International Business Intelligence
This section covers data analysis and how they inform decision making. This section covers a detailed data analysis of the travel sector size and growth/decline (in value and volume), in the selected country, globally and for each continent. The analysis should cover latest three years. The analysis should also provide interpretations of the findings, a forecast based on a triangulation of different sources (articles, quantitative data, reports) and key opportunities and threats.
Items to include in the section: Market/Country-Sector size value and volume; Sector growth/decline value and volume, Opportunities and Threats, Forecasts
Sources: Case study, Passport database, Mintel database, Statista, Marketing Week, Nielsen, McKinsey Quarterly, Nielsen and IRI reports, the Economist, the Financial Times, Business Weekly and other practitioner data.
Critical Evaluation of SME’s International Response
This section includes:
the identification of the one most important opportunity and the one most important threat (and provide a justification for this choice) for the SME selected.
a categorisation of the company’s responses (as elaborated in the case study) into the appropriate theoretical themes (eg customer segmentation, cultural considerations, new offerings, people and operations, financial viability)
a critical evaluation of the responses under each category/theme (advantages and disadvantages)
the identification and critical evaluation of the most significant category/theme of responses for international expansion(and explain the reason why this the most significant category/theme of responses).
the critical discussion why this is the most significant category/theme of responses through the lens of a relevant theoretical framework
Items to include in this section: Significant opportunity, Significant threat, Categories of company’s responses, One most significant category of responses, Reason why via relevant theory.
It is important that in this section, the student SHOULD NOTcopy and paste parts of the text or paraphrase the quotes of the company’s CEO. This should be critical reflection and evaluation that it should be original work.
Sources: Academic journals as mentioned below, Case study, Guardian, BBC, McKinsey Quarterly, Nielsen and IRI reports. and other practitioner data.
Organisation and Mechanics
The whole structure of the report should follow the above mentioned outline.
Check carefully for spelling, grammar, syntax and punctuation errors.
Use Arial or Tahoma, minimum font size 12, single-spaced.
Tables and Figures need to be numbered, have a clear title, year(s) of reference, unit identification (value €, volume, etc), and referenced.
References should be written using the Harvard style of referencing.
At least 8-10 academic references from academic journals such as Harvard Business Review, International Business Studies, Management International Review, International Small Business Journal, Journal of Business Venturing
Data should be clearly presented and related to the subject matter.


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