Ecover started in Belgium about 35 years ago and produces eco-friendly cleaning products.
The company is evaluating opportunities for further international expansion in one of the following countries:
Mexico
Nigeria

Your task consists of undertaking an external analysis of the international environment and potential markets in the two countries, and preparing a report which includes:

a) A brief introduction with aim and objectives of the report. You do not need to include the history of the company (use the available words for your analysis);

b) A comparative analysis of the current external international environment that affects the possible organisation’s expansion in the two countries related to the following factors:
• Social and cultural
• Political and Legal
• Economic
• Environmental
• Technological

c) Comparative analysis of potential consumers, in the two countries, including:
• Demographic issues
• Advise on type of market research
• Advise on potential suitable segments of the market

d) Identify opportunities, out of the above analysis, and provide recommendations on which of the two countries it would be preferable for the company to expand, with a suitable rationale.
Further important guidelines:

• You should express the analysis in your own words and must reference information in Harvard style.
• Avoid too many quotations; quotations should be used only to corroborate your argument.
• You should include only relevant information for your analysis, not general information.
• Do not include theory and recommendations on topics that have not been included in the brief (e.g. pricing, promotions, entry mode, etc…); these will be not considered.

Comparative PESTEL analysis (50%)

Comparative consumer analysis and market research (20%)

Recommendations and explanations for the choice (20%)

Report structure and referencing (10%)