International Business assessment support brief

Further to your feedback, please find the key areas which are expected to be part of the IB final assessment. This is part of our general guidance but you are most welcome to add any areas which may add value to your final report. Please follow the wordcount given the assessment brief.


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Executive summary (not more than 100-150 words)



  • Setting background and UHT Milk context
  • Providing factual information with respect to the demand of UHT milk in china and relevant competitors who are currently operating in China.

Business Drivers (at least two)


  • You should conduct PESTEL or/ and Porter’s Five forced model or relevant trade theories to identify key business drivers. It is expected that you use factual information available from credible sources to justify your selected key business drivers
  • Identify the target city or province in China.

Cultural factors (at least three)


  • You should identify key cultural factors which will be important for UK business to be successful in China. it is expected that students will use Hofstede’s theoretical framework in assessing national cultures of UK and China. Students should also focus on cultural sensitivities surrounding UK business operating in China.

Trade Barriers; Tariffs and non-tariff (at least four)

  • The details of the barriers should be aligned with the UHT milk (or dairy industry in general) should be highlighted in your report. Avoid using ethical or language barriers in this section. Some of the examples which students have mentioned in the past are taxes imposed on imports, licenses, excessive bureaucratic procedures, import quotas etc.

Ethical and social issues (at least three)

  • You should focus on working standards and conditions, workplace diversity and equal opportunity, child labour, trust and integrity, human rights, the political arena, the environment, bribery and corruption.
  • You should also highlight the importance of corporate social responsibility when operating internationally in the given context.


Methods of expansion

  • You are expected to evaluate the method suggested as part of international expansion strategy. Indicate the business model you think will work based on your analysis, you may complement it by identifying relevant marketing strategies (not too much in detail). You may then finally comment on the feasibility or success of this proposed project.


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