Write a statement describing your background and reasons for choosing this program or exchange, and the projected benefits of this experience to your course of study and long-term plans. Include any other information that you feel is relevant to your application. (500-750 words) (College of Built Environments Departmental Exchange with the Royal Danish Academy of Fine Arts in Copenhagen, Denmark )
Assignment 2
Toolstation company expansion to Australia
Based on online research, students are to evaluate Tool station’s potential expansion strategy to Australia. After understanding Toolstation’s vision, mission and objectives, the company structure (organisational map), students are to analyse the external environment of the home country (UK) and the target country (Australia (PESTEL). From this analysis students are then to identify the company’s internationalization drivers (Yip’s key drivers of internationalization) and create scenarios before analysing the internal envornment in terms of its strengths, weaknesses, opportunities and threats (SWOT). Following this, students are to analyse the cultural, administrative and political, geographic and economic/wealth distances (CAGE). As a final step, based on the analyses conclusions are to be drawn and recommendations expressed.