MA-Assignment (2000 words): Intl. Marketing Management: Business report and Value Analysis - The PRADA case

PLEASE READ CAREFULLY BEFORE PLACING YOUR BID: --------------------------------------------------------------------------------------------- Write a report (2000 words, excluding introduction, appendices, contents page, tables and diagrams). Deadline: April 26th, at the latest. The report is based on the Business Case: Moore, C.M. and Doyle, S.A. (2010) The evolution of a luxury brand: the case of Prada. International Journal of Retail & Distribution Management Vol 38.No. 11/12 pp. 915-927. 
It will be provided after your succesfull bid. Make sure to cite as shown in the example above.
 Starting from the insights presented in the business case, you are required to provide a Value Analysis of the managerial and economic underpinnings of the international expansion of PRADA, the well-known Italian fashion firm. Please, follow the instructions in the Assignment Tasks, below, and ensure you include all the relevant aspects noted in the Assignment Tasks section. Ensure you apply relevant tools for analysis, make reference to relevant theoretical concepts, where and as appropriate, including clear definitions founded in theoretical thinking e.g. with reference to Internationalisation and Globalisation theories, Competitive Advantage, etc. Short case intro: In the international business landscape, there are multinational enterprises able to develop an international competitive advantage based on market-driven and/or production-driven benefits. PRADA, the well-known Italian fashion firm, is able to develop a particular international competitive advantage based on both. The firm’s strategy is based on FDI, as the firm usually follows the rule of 100% control of its investments abroad. Hence, PRADA provides a clear paradigm of a firm very well grounded in international business contexts. This paradigm offers important questions for you to answer:  How does the Globalisation affect the international expansion of PRADA?  What are the most relevant environmental factors that affect PRADA’s international expansion?  What are the characteristics of the competitive advantage of PRADA, also considering the major changes occurring in the international fashion industry? Structure of the assignment: To answer these questions, you are required to write a report (indicative content: 2000 words) that includes: 1. Introduction. 2. Globalisation: Advantages and Disadvantages. A critical discussion of the Globalisation and of the advantages and disadvantages it offers to firms moving from their home territory into international markets. Use PRADA as your practical example. (400 words approximately) 3. Environmental Analysis. An analysis of the most relevant environmental factors that affect the international expansion of PRADA. (650 words approximately) 4. Competitive Advantage. An analysis and critical discussion of the competitive advantage of PRADA with regard to the fashion industry’s international competition. (650 words approximately) 5. Conclusions/Insights. Finally, provide at least three insights, which can inform PRADA’s managers about the results of your analysis (300 words approximately). Further details will be provided after your successful bid. Thank you very much for your commitment!