The document provides an overview of a project to analyze Language and Consulting (L&C), a company providing language and business consulting services. The objectives are to conduct a company and market analysis of L&C's British and Russian markets, identify opportunities for British companies to trade with L&C's Russian partners, and make recommendations to increase L&C's effectiveness. The analysis will include a PEST analysis of the political, economic, social and technological factors in the UK, Russia and Ukraine and a SWOT analysis of L&C. The project team will present their findings and recommendations to L&C during a two-week study period.

1. Overview
• Introduction
• Objectives
• Company Analysis
• Market Analysis
• Recommendations
Language & Consulting
1. Language Services (translation, interpretation, language
courses…)
2. Business Consultancy Services
❑ Market Analysis
❑ Trade and Sales promotion
❑ Order fulfillment & logistics
❑ Legal advice
❑ Post sales assistance

2. Objectives
❑ Conduct a company and market analysis for both British and
Russian speaking markets. Identify and critically evaluate the
feasibility of suitable British companies trading with L&C’s
existing Russian partners.
❑ Make recommendations to increase the effectiveness of
Language and Consulting in order to initiate awareness and
engagement.
Market Analysis - PEST
Identify the political, economic, social
and technological macro-economic factors affecting L&C
when doing business with UK, Russia & Ukraine.
Peng, A., Nunes, M., 2009. Using PEST Analysis as a Tool for
Refining and Focusing Contexts for Information Systems
Research. 6th European Conference on Research Methodology
for Business and Management Studies. Lisbon, Portugal. July 9-
10, 2007, pp. 229-236.
Political Economic Social Technological
UK
- Brexit political debates. –
Company tax rate is lower
thanks to Russia-UK

3. Double Taxation Treaty.
- The economic situation
is very uncertain due to
Brexit and possible
increase in EU
sanctions on Russia.
(information monitoring is
recommended).
- Adaptation to the
different ways of doing
business among these
countries could be
difficult (that’s why L&C
is needed).
- UK exports of goods
and services to Russia
grew by over 75%
between 2009 and

4. 2012.
Success oriented, effort to
minimize social inequalities in
business; high flexibility and
ambition in business deals.
UK’s expertise in ICT
could be used to
improve L&C online
presence and it
could speed Russian
development in this
field.
Russian Federation
- CIS is an advantage due
to tariff reduction among
member countries.
- Conflictual relationship
(influential on commerce)

5. with the EU. - Volatile
relationship with Ukraine.
Hierarchies are influential in
the business field. Personal
relations are evaluated more
than in the UK. No emphasis
on personal fulfilment, high
control over daily business
life. Planning-oriented.
Ukraine
UK is still one of the major
investors in Ukraine.
Political uncertainty in
Ukraine affects logistics.
Company Analysis
• Use strengths to maximise
opportunities

6. • Use strengths to minimise threats
• Minimise weaknesses by taking
advantage of opportunities
• Minimise weaknesses and avoid threats
SWOT => TOWS Matrix: Strategies...
Porter’s (1980) 5 Forces Analysis
• Brand identification and access to latest
technology
• Industry protection /Regulations
• Availability of close substitutes and substitutes
producer’s profitability
• Contribution to quality or service of buyers product
• Buyers profitability
• Concentration and balance among competitors

7. • Corporate strategy stake
Porter’s 5 Forces Analysis
Recommendations
1. Analysis of competitors in UK suggests it is feasible to
enter the UK market.
2. Recommended new sectors for L&C to help export from
UK to Russia.
3. Improve L&C’s digital marketing strategy.
4. Utilise information monitoring.
5. Increase UK confidence in doing business with L&C by
improving company appeal.
1. Existence of competitors for L&C in UK?
Language and consultancy service providing companies in UK:
(There are a total of 620 business consultancy companies in UK.
But the following were selected on the bases of
similar size, services and structure as that of L&C.)

8. ● Albion Overseas Ltd
● Language Connect International Limited
● Russia Local Ltd. Linguistic Consultancy
Business consultancy service providing companies in UK:
● Blue Phoenix Enterprises
● Aperture Management Limited
● Navv Associates Limited
2. Identifying new sectors
1. Biotechnology and Pharmaceuticals
The region the company can look towards expanding to is in
Nottingham, as Boots (Pharmaceutical company) is located in
this region and is cheaper to set up a branch in this region as
compared to London.
2. Education
English is expected to become a university entrance requirement
by the year 2020. This would create a demand for taught
English. L&C can use this as an opportunity to expand their
language services in Russia.
3. Automotive sector (vehicles)
4. Engineering Equipment

9. 5. Mining
a. Supply of Machinery
b. Business Consultancy
6. Consumer Goods
GOV.UK. (2018). Doing business in Russia: Russia trade and
export guide. [online] Available at:
https://www.gov.uk/government/publications/exporting-to-
russia/doing-business-in-russia-russia-
trade-and-export-guide
3. Improving L&C’s digital
marketing:
WEBSITE TRAFFIC
- SEO (organic search & paid search), Google adwords
SOCIAL MEDIA PRESENCE
- Facebook, Twitter, Consumers highly engage on internet &
mobile
WEBSITE EASE OF USE
- Consistency between online and print, precise translation for
languages, A/B
testing for layout

10. ● Why is it important?
- Low costs, quick, interactive and flexible.
- Gain competitive advantages
- Provide better services to your customers (more precise, less
risks)
- Promotes your reputation
● How do you do it?
- Email alert
- Social media
- News feed aggregation
- Create and personalise a dashboard (i.e : Netvibes)
4. Information Monitoring
5. Increase British confidence in doing
business with L&C
• More confidence = more customers.
• More company attractiveness = more confidence.
HOW:

11. • Demonstrate a clear value proposition and competitive
advantage (improve self-marketing strategies, banding
awareness, provide Russian culture training courses,…)
• A base in the UK (JV with UK partner who better knows
the market) would express commitment to the market with a
long-term perspective.
• Locate the base in the East Midlands ensures lower rent fees,
closeness to places where the possible future clients are based
(major UK pharmacautical and automotive companies).
References
• Peng, A., Nunes, M., 2009. Using PEST Analysis as a Tool for
Refining
and Focusing Contexts for Information Systems Research. 6th
European
Conference on Research Methodology for Business and
Management
Studies. Lisbon, Portugal. July 9-10, 2007, pp. 229-236.
• Heery, E. and Noon, M. 2008. A dictionary of human resource
management. Oxford: Oxford University Press.
• Porter, M., 1985. Competitive Advantage: Creating and
sustaining
superior performance. New York: Free Press.
• GOV.UK. (2018). Doing business in Russia: Russia trade and
export
guide. [online] Available at:
https://www.gov.uk/government/publications/exporting-to-

12. russia/doing-
business-in-russia-russia-trade-and-export-guide
THANK YOU
Week 1 – group familiarisation with the task
The first day of Week 1 we will have a seminar to brief you in
regard to the whole module procedures. An overview timetable
is below; please check your timetable on NOW for rooms.
Date
Time*
Room*
Activity
Lecturer
16/04/18
10:00-12:00
Introduction, meet your teammates;
Project introduction;
Work Ethos
Kostas Galanakis
Claudia Bordogna
Martin Lycko
12:00-14:00
Plan your work & contingencies;
Initiate the themes of the project;
Resources available to you.
19/04/18
10:00-12:00
Group meeting with the supervisors – explore the directions of

13. your project
Kostas Galanakis
Claudia Bordogna
Martin Lycko
20/04/8
By appointment
Arrange a first skype discussion with your client
*Note that the information regarding the time and location is
accurate at the time of publication. You should consult your
NOW timetable for the latest information.
During the first week of the module you are expected to
investigate the wider directions of the project as has been
described on the brief and generate an initial plan of handling
the issue in hand. Your activities on this first week might
include: to visit the website of the firm and find more details of
what is the core operations, value proposition etc; investigate
the theory around the central question of the company; identify
major competitors or other firms similar to them, explore
market reports etc.
What is important though is during this first week to meet
regularly as a team and discuss your individual expectations,
work habits and establish a team-work ethos.
Finally, you need to arrange for a first communication by email
(welcoming and introduce yourselves) and discussion on skype
with your clients by Friday 20 April.
Weeks 2 & 3 – actual group work and presentation
Following the first week we will have a two-week long study
tour on a partner institute that provides to us their facilities to
meet and work with our clients (see detailed schedule on the
excel file included on the learning room).
The first direct meeting with the firm that you have been
allocated will take place on our host institution the first day of
the study tour. This first meeting with your client is a form of

14. introduction, aiming to confirm various details, clarify any
queries, set achievable objective(s) and arrange a plan. Having
proceed with the plan during the first week, some evidences and
proposed directions would be already considered by your team.
It is advisable to arrange another meeting with the client, talk
through your proposal and agree any alterations by mutual
consent. This meeting will also include clarification of any data
or further information that your client might already has and
may be available to the project team. In particular it is
important for the team to agree convenient meeting times, and
method of communication with the primary company contact. It
may also be useful for the students to carry on discussion with
their supervisor after this briefing to further clarify the
priorities that have been agreed.
Ideally you will be able to meet your client, or Skype them,
once more or twice on the beginning of the second week of the
study tour. During these meetings, you need to present to your
client your ideas and confirm with them the validity of your
directions and priorities well in advance before the final
presentation to them.
Remember this project is for the benefit of your Client and not
just an academic piece of work!
The schedule of the work during these two weeks broadly will
include morning sessions and workshops that relate to
international entrepreneurship. The afternoon sessions will be
dedicated to independent group work with the guidance from
your supervisors and visits to local businesses presenting
relevant themes to your study.
On Thursday of the second week, you will present directly to
your client and we discuss the proposition providing feedback
by your client and the academic team.Contact and Guidance
during the project weeks
During the two project weeks, students should primarily be
working as an independent team. The work completed by the
groups during these weeks will be considered to be part of the
overall assessment, and therefore it is the responsibility of the

15. team to effectively communicate progress to the University
supervisor. If the University supervisor feels that further face
to face discussion is needed to move the project forwards, or
need additional discussions between the client and the project
team this may be arranged. However, it is important that the
team makes best use of the time dedicated to the project as well
as the clients and supervisor’s time.
Both client and supervisor must be kept informed of
developments throughout the work period. No changes should
be made to the agreed work plan without prior consultation with
the client and the University supervisor. Any contact with
external agencies (e.g. via questionnaires or interviews) cannot
be undertaken without the explicit authorisation of the client.
In particular confidentiality is paramount and will you be
expected to adhere to the formal code of behaviour associated
with your host organisation.Work Plan
Your time will need to be carefully planned to take into account
the project deliverables. The group presentation is due on
Thursday 3rd May and so you will need to shape your work plan
to ensure that you deliver at this point. It is expected that as
each individual will engage with the work for 40-50 hours
during the two project weeks. This time is further to the
participation on the morning seminar sessions.
The presentation will also have to be handed to the client after
the completion.Group work Principles
Working in groups (or teams) is complex and often challenging
but is recognised as an essential skill required at work in any
small, medium or large organisation. The purpose of setting
group work in your course is to help you identify and develop
the professional behaviours that promote effective group work.
Prioritising your learning from group work experiences now
will help you substantially in your future career.
The expectation is that all group members contribute equally to
the group work task and that you support each other in this
endeavour. To promote this expectation all groups will be
expected to:

16. Complete a short collaborative working agreement identifying
the groups mutually agreed ways of working (a Collaborative
Working Agreement template will be provided)
Keep a record of attendance at all meetings and notes of actions
allocated to individuals (a Meetings Record template will be
provided)
Complete (individually) an assessment of their own
performance and the performance of their peers in contributing
to the work of the group and the group output (a Peer
Assessment Form will be provided).
Submit the above documents to the Learning Room Dropbox
(the peer assessment form should be individually submitted by
each group member).
Where it is evident that all group members have contributed
equally to the group task, then the grade for individual group
members will be the grade awarded to the group task output.
Where there is unequal commitment and contribution by
different group members and this has impacted on the quality of
the final output this should be recorded by individual group
members using the Peer Assessment Form. These forms are not
revealed to other group members. In determining individual
grades, tutors will review the evidence submitted by the group
(collaborative working agreement, meeting attendance and notes
of action points, and peer assessment forms). Where there is
good evidence of a differential commitment and contribution to
the group output then the tutor can adjust the individual grades
by a maximum of two grade points (higher or lower) from the
group grade. Normally only one or two group members would
be expected to have their grades adjusted. Where a tutor has
additionally observed differential contribution and performance
through their oversight of the group, or through interventions
made during the group work, then the tutor can as appropriate
take this into account in determining an individual grade for a
student that exceeds the two grade maximum adjustment.
Where there is clear evidence of no engagement by a student
with the group then a tutor can fail the student in the group

17. presentation.
In order to provide opportunities during your course to work
with, and learn from, individuals with different educational,
experiential and cultural backgrounds staff allocation is the
default approach but module leaders can also adopt student self-
selection. The only exception to this is where students are
completing work for external clients.
In the main group work proceeds efficiently and effectively
within University and you are encouraged to support your group
in agreeing and promoting a set of group work behaviours that
can support this aim. However, should issues arise in the
operation of your group you are advised to advise your tutor as
soon as possible. When working in your team you will be asked
to develop team rules which will further develop the following
core group work principles:
To treat others with respect
To share ideas and information willingly so that the group fully
understands the tasks and what has been and has yet to be
completed
To speak in English. This is the working language of the
programme and should be spoken at all times during group
work. (The only exception is when someone does not understand
something, and with group consent, a colleague may explain
this briefly in the appropriate language but must then revert
back to English)
To share work out on an equitable basis across group members
acknowledging that different group members may have different
skills and that work may be allocated to take advantage of such
skills
To listen to others’ points of view (accepting that others might
have a different opinion to yours) and contribute positively and
constructively to group discussions
To ensure that work is completed and delivered on time
including doing any preparatory work for group meetings
To attend all meetings and attend them punctually. Attendance
at group meetings takes precedence over all other social

18. meetings. (If there are legitimate reasons for non-attendance the
non-attendee must inform all other group members in advance
that they are unable to attend but must complete any associated
work and ensure that this is forwarded to another member of the
group so that it can be considered at the group meeting)
To be ready to acknowledge when you have not worked as hard
as you should for your team and be prepared to apologise and
make recompense.
Group Roles
You will need to think carefully about the roles played by each
member of your team and may like to consider the following
suggestions.
Appoint a Project Manager. The role of the PM is to oversee the
project, ensure policy is adhered to and be final arbiter in
decision making. The PM should also take responsibility for
keeping records of all formal group communications.
Appoint a Team Recorder to keep records and minutes of
meetings and communicate / share them with the group. This is
a large role so may need rotating.
Appoint a client liaison role who will be the one key point of
contact with your client.
In distributing work and agreeing roles identify members’
strengths and recognise implications of different learning styles
and skills so that members can contribute in different ways.
Agree the operating principles of group in the first meeting,
including methods and frequency of communication.
Agree a regular schedule of meetings in the first meeting.
Keep minutes with action points identified at end of the meeting
which are reviewed at the start of the following meeting. These
will form part of your reflective report evidence base.
Problems
As you will know from previous team work to date many day to
day problems can occur within a team. These are largely as the
result of not adhering to the team principles listed above or
poor project management. Part of your management challenge
with this module is to try to ensure that you recognise and

19. attempt to address problems as they arise. This is an
opportunity for you to explore performance management tactics
within your team and reflect on your attempts to steer your team
in your personal reflective assignment. You need to keep clear
records of team involvement in the project so that in extreme
cases where team members absent themselves on several
occasions or repeatedly fail to produce promised work they can
be penalised if necessary. The default position is that the group
pieces will be marked on a group basis, but your supervisor may
choose to ask all students to individually complete group
evaluation sheets, if they feel there may be justification for
redistributing group marks.
Occasionally company related problems may arise, and to
preserve the project and/or the good name of the University,
some form of intervention by your supervisor may be necessary.
This could simply involve some re-negotiation of the terms of
reference or modus operandi, or in more extreme cases, it could
be necessary to terminate the project prematurely. This has
only happened once in previous years, but the consultancy
group must be both aware of the dynamics within their team and
the organisation within which they are undertaking the project
in order that any necessary action is taken by the team
themselves. It is the team’s responsibility in the first instance to
address any operational problems internally. However, if
anything serious looks like it may arise, it is important to
inform your University supervisor at the earliest opportunity. If
your supervisor is unavailable and the situation is critical then
get in touch with your Programme Module Leader.Preparation
and Presentation of the Group Report
After completing the work, the team members have to produce
and distribute a professional ‘consultancy’ presentation
addressed to the client. Once the supervisor has received a copy
of the draft presentation they will be able to offer some
feedback on structure, style and content. However, though the
supervisor may prevent the team from making any blatant
errors, the proposition produced for the client must be the

20. consultancy team’s own work.
A final copy of the presentation should be prepared and
delivered both on the module’s dropbox (by Friday 4th May,
11:00pm) and to the client directly. The group should make any
effort to incorporate comments and suggestions into the final
copy of the presentation, which might occur during the group
presentation from your client – in accordance to the objectives
that agreed in the proposal phase.
Follow up – individual reflective report
Following the completion of your group work, you will be able
to generate a reflective report on international entrepreneurial
decision making. A drop-in session by appointment will be
arranged for Tuesday 8th May.
Module Expectations
What is expected of the group?
Use of up to date research information via on-line databases on
financial performance, market research analysis, newspapers
and journals.
The ability to analyse a situation from a variety of perspectives
supported by the application of appropriate frameworks and
concepts.
The ability to develop commercially relevant recommendations.
Confidentiality – we recognise that each business is operating in
a commercially sensitive environment and that access to
confidential information makes it imperative that this
information is not divulged outside the group in any form.
(You should be willing to sign a confidentiality agreement).
A commitment to the company and its welfare and respect for
its employees.
A high standard of professional behaviour including
punctuality, politeness, responsiveness, sensitivity and a
proactive approach to your project.
Operation of the project in line with the agreed consultancy
brief proposal.

21. Open mindedness and the ability to ask searching questions and
explore the company from new angles.
What do we expect of the clients?
Below are the expectations that we have agreed with the clients
involved:
Challenging projects that are potentially of benefit to the
organisation.
Finding time to discuss issues and genuine problems with
students.
Sufficient access to the organisation for students to gain an
understanding of the organisation and its environment.
Provision of a contact with someone within the organisation
throughout the project period.
Provision of feedback at agreed times relating to the project
progress and direction.
Timely response to:
The initial student consultancy project proposal.
Reasonable student requests for additional information.
What can you expect of the University supervisor?
The University supervisor will be involved from a very early
stage and will support the student’s activities in assembling the
initial proposal and in resolving any issues that emerge with the
client. They will encourage the students to make best use of
their available resources, identify problems with progress and
help students adhere to the agreed consultancy proposal. They
will also help reviewing draft presentations, and provide
supervisory support to help start the thought process of the
individually assessed parts of the module. Assessment
The assessment for module consists of 2 elements:
Task
Weighting
Group Presentation
25% weighting

22. Individual reflective report
75% weighting
Although all students will be expected to participate positively
in their group work the assessment of the group presentation
involves the association with the Peer Assessment (see Group
work principles) in relation to the engagement and contribution
of each member. It is possible that individual grades are then
assigned to each member of the group.
Group Presentation
The theme of your presentation is defined by your client in
collaboration with your team during the initial meeting and the
early stages of the project. Your supervisors ensure that the
scope is achievable, realistic and ambitious enough based on the
level of your study.
The group presentation will be given to both your client and
supervisor and should give an overview of the project findings
with particular focus on your recommendations. This will
either take place at the client organisation or the host University
and the timing for this should be confirmed with the client near
the start of the project. If it is to be at the University we have a
number of rooms booked already. You will need to demonstrate
effective oral communication skills as well as the capability of
working as a team.
Timing: 20 minutes with up to 10 minutes for questions and
discussion.
Individual Reflective Report
Produce a 2500 word reflective report on international
entrepreneurial decision making.
Consider the theories, models and approaches that you have
been introduced during this module, the group work and
throughout your year of study. The following areas should be
considered: (a) introducing products and services to local
culture and buyers behaviour; (b) international branding and

23. product/service decisions; (c) distribution and logistics; (d)
international communication and marketing; (e) ethics and
sustainability. Reflect on how these might become applicable
either to:
your own venture case: adapt relevant concepts to your
venture’s needs, resource availability, prioritisation and
context; or
your client’s firm: identify how these practices can be
realistically applied, considering the comments during the
discussion after your group presentation, your client’s
priorities, resource availability and context.
You must identify and provide a critical reflection of both the
areas in which the propositions might be successful (and
identifying the key factors which contributed to that success)
and the areas which might be problematic, identifying key
issues and suggesting alternative courses of action which would
have improved the viability of the proposition. Content and
Format
The reflective report should have at least the following three (3)
parts:
A comprehensive description of the approach or model of
internationalisation (entry strategy) that you have considered as
appropriate for the case or your own venture in order to
internationalise the business. Discuss and justify the reasoning
behind the choice based on examples and evidences (use
references appropriately). Limitations and constrains of this
approach should clearly be reflected based on theoretical and
practical understanding (use relevant references).
This part should be in standard business report format including
an introduction, some key sections identified by you and a
references list (max 800 words);
A Mind Map that provides the logic and the steps of
internationalisation (entry strategy) in alignment with the areas
of implementation: (a) introducing products and services to
local culture and buyers behaviour; (b) international branding
and product/service decisions; (c) distribution and logistics; (d)

24. international communication and marketing; (e) ethics and
sustainability.
Each area of implementation is a different branch of the mind
map. The ‘steps’ of each branch need to demonstrate the
alignment with the overall strategy, possible barriers and
solutions. A 100 words paragraph should accompany each
branch. These will have the format of an abstract presenting the
why this direction/steps have been chosen, the main objectives
and expected outcomes.
An A3 size mind map is equivalent to 1000 words. The mind
map should provide clearly the starting point and the aim of the
internationalisation strategy as well prioritising different
options available to firms in relation to the level of
development or sequence of each of the above areas of
implementation;
An executive summary of the mind map reflecting on the overall
strategy, the flow of milestones’ achievement and barriers of
achievement in the different areas of implementation. This
provides the ‘big picture’ of the proposed strategy (max 800
words).
When attempting the assignment you should bear in mind
certain issues:
This is a reflective report but it is important to demonstrate that
you understand the theory or approach that you are examining.
Within your answer ensure that you critically reflect using
appropriate theory and examples to reflect on your experience
rather than merely describing it. In doing this, you may wish to
make reference to alternative approaches which you have found
for any problem situation you identify.
Material which is purely descriptive, either of the literature of
the theory/approach or the business application of the
theory/approach, will not gain high marks, but clarity, focus and
attention to detail will.
Generalised coverage will attract few marks, whereas focus and
application under the specific needs and context will attract

25. high marks. You may need to explain why you are focusing on a
particular proposition based on evidences.
Remember that this is an individual assignment, although it is
fine to discuss issues as a team the submission must be your
own work.
Academic sources used must be appropriately attributed using
the Harvard referencing scheme.
How will you receive feedback in this module?
The feedback on your assessment will be provided on a grading
matrix which you will receive along with the assessment brief.
Furthermore, throughout the module you will receive feedback
based on the activities during the meetings. The group work will
be discussed during the relevant session with your supervisor
providing ideas for improvements and raising the good
points.Reading list
You will need to undertake a wide range of research to support
your project and the content of this will vary according to the
nature of your project. Examples for subjects may be: modes of
internationalisation; business models; international marketing;
value chains management etc. The following general sources
may be useful reference sources, to support the project and your
writing:
BUZAN, T. (2003). The Mind Map book, BBC worldwide.
HISRICH, R. D (2012). International Entrepreneurship:
Starting, Developing, and Managing a Global Venture, 2nd
Edition, SAGE.
MAYLOR, H. (2010). Project Management. Edinburgh: FT
Prentice Hall.
ROPER, S. (2013). Entrepreneurship: A Global Perspective,
Routledge.
RUZZIER, M. K., RUZZIER, M., HISRICH, R. D. (2013)
Marketing for Entrepreneurs and SMEs: A Global Perspective,
Edward Elgar.

26. You can find a series of books and material at the library in
relation to the principles of Mind Maps and how to draw them.
Guidance for independent study in this module
Some extended reading will be necessary during the project It
will be especially important for the success of the consultancy
project and your assessment. You might relate relevant
literature for your reflective report, which is scheduled for the
last week of the module, however it is strongly advised to start
the review in parallel with the consultancy work and leave only
the writing of the report for the later dates. This will help you
to provide an informative, robust and justified group
proposition.
You will also need to conduct your own research, searching for
articles and examples from newspapers, the web, etc., to support
your ideas and propositions. At this point you cannot rely only
on your opinion, but you need to justify and support it with
examples and published data.