INTERNATIONALISATION OF BUSINESS BS3D72_2010_v1 First Assessment

Student number 09027270

Founded in 1990, Elecdyne is a high technology company based in Tokyo. Elecdyne produces various equipment such as televisions, VCRs, DVD players, MP3 players, stereo equipment ... Actually, this SME is only present on the Japanese market. Face some difficulties, elecdyne wishes to adopt an internationalization of business strategy . However, in a globalized economic context, more and more unstable and complex, it is important to study the economic environment of Elecdyne to identify future challenges and opportunities we will face. In this sense, we will first identify and analyze key trends that will affect the global electronics market in the next years, and therefore that will affect Elecdyne.

I) The general global environment facing the business.
To analyze the general global environment of Elecdyne, we will use a STEEP table which provides concentrated information covering Social, Technological, Economic, Ecological and Political aspects of environment. ( STEEP Analysis for the year 2010 )

STEEP PROCESS

TRENDS Electronic devices are increasingly popular,people want to have all the latest in technology (Life without a mobile phone. Is it EVEN POSSIBLE?, 2010) New social networks become marketing platforms, thanks to twitter, facebook... company can have its own company page to give information about the group, products, recruitment... (Internet growth statistics, 2010)

RELATION WITH ELECDYNE It is an opportunity for the technological industry.

SOCIAL

It's very good for the visibility of Elecdyne.

The hype leads the younger generation to be equipped with more and earlier (Study: American youth spend 7.5 hours per day using electronics, 2010)

The company has to adapt its products to young people.

Aging population (Apple iPad the elderly in Japan and the U.S. popular _Apple iPad,2010)

Elecdyne must invent products easy to use

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