From local to global: surface international expansion

Abstract

This undergraduate project highlights the project outcomes in which six students from different disciplines work with a company, Surface, to strategically implement initiatives for international expansion strategically, particularly emphasizing targeting third-world countries. The project addresses challenges and opportunities associated with the venture. Surface is a medium-scale company that produces decorative laminates. The multidisciplinary approach supports the venture with integrated insights from Economics, Finance, Marketing, Human Resources, and Industrial Psychology. The projects comprise extensive research in the target countries using PESTEL analysis, financial models, and a strategic penetration plan. The project also showcases the complexities of global expansion, particularly in third-world countries. It brings the theoretical knowledge gained over the four years and practically applies to real-world situations