I. Introduction :
Elecdyne is a Japanese company of electronic goods, based in Tokyo and create in 1990. At the beginning Elecdyne was a small company with only 5 employees but it now employs 100 staff producing a range of electronic goods (televisions, VCRs, DVD players, MP3 players, hi-fi equipment etc) using technology licensed from a number of Japanese and European multinationals.
It currently supplies the Japanese market, initially it had success by using price competive. However this strategy showed its limits and Elecdyne failed to grow during the past 2 years. The main causes are the high wage, the need to pay for licence and the impossibility to hire research graduates.
There's also the threats created by the globalization including the high competition on the market, technological change, innovation,...
That's why Elecdyne want to invest abroad and reach the international market. In order to know if that's a good idea to invest abroad and to relocate. I'm going to present you in a first part the general Global Environment facing the business. And in a second part the specific business environments facing the business in terms of its choices of countries to internationalise.

II. Analysis of the Global Environment facing the business :
To study the Global Environment facing the business, I have searched for the key trends of the enterprise in order to use it in the PEST analysis later.
The key trends allow me to understand what is relevant for the enterprise and then develop those points in the PEST analysis. Key trend are useful to know the important point in the business environment.
The PEST analysis is used to study the macro-environmental. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.

KEY TREND :
• Globalization of Production and movements of FDI
 The globalization of markets has lead to an increase in market competitiveness