Table of Contents

1. Executive summary........................................................................................3
2. Introduction...................................................................................................4
3. External environment analysis.......................................................................5
3.1. External environment.................................................................................5
3.2. PESTEL analysis – macro environment..........................................................6
3.2.1 Political and Economic.........................................................................6
3.2.2 Social and Environmental....................................................................6
3.2.3 Technological.....................................................................................7
3.2.4 Legal................................................................................................7
3.3. Porter’s Five Forces analysis – microenvironment...........................................7
3.3.1 Bargaining power of suppliers..............................................................7
3.3.2 Bargaining power of customers............................................................8
3.3.3 Threat of new entries..........................................................................8
3.3.4 Threat of substitutes...........................................................................8
3.3.5 Competitive rivalry.............................................................................8
3.4. Opportunities and threats...........................................................................8
3.5 Key Recommendations................................................................................9
4. Internal environment analysis.......................................................................9
4.1. Internal environment..................................................................................9
4.1.1 SWOT framework.............................................................................10
4.2. Corporate Social Responsibility..................................................................11
4.3 Mission and Visions...................................................................................11
4.4 Value chain..............................................................................................11
4.4.1 Strengths and weaknesses ......................................................12
4.5 Digital Marketing mix.................................................................................13
4.5.1 Product.................................................................................13
4.5.2Price......................................................................................14
4.5.3 Place....................................................................................14
4.5.4 Promotion.............................................................................14
5. Recommendations for action........................................................................14
6. Overseas opportunities................................................................................15
6.1 CAGE framework ................................................................................16
6.1.1 Culture .................................................................................16
6.1.2 Administrative........................................................................16
6.1.3 Geographical..........................................................................16
6.1.4 Economic..............................................................................16
 6.2 Overseas entry strategy and key challenges ...........................................17
7. Conclusion ...................................................................................................18
8. References...................................................................................................19