Country attractiveness assessment for an Australian agribusiness producer

SCENARIO: In this task, you have been engaged as a consultant to conduct a country attractiveness assessment for an Australian agribusiness producer which is seeking to expand its business offshore. The company produces a range of wines of the highest quality. It has been successful in growing its domestic market and now wishes to explore opportunities internationally. However, it lacks international experience so has sought external advice in making its country selection decision. Your client is currently evaluating the following markets for their potential attractiveness: United States of America. The company is intending to expand into foreign markets by exporting via a distributor. As a consultant to the company, you are being asked to provide a report on United States of America. This consulting assignment requires you to assess the country risks and market opportunities of the business environment of United States, taking into account the product and its industry context. In Part 1 of this task, you are expected to focus on the political environment: i.e. Theme 1 (economic environment) and Theme 2 (social environment) only. It is important to note: your analysis should focus on those aspects of the economic and social environment that are most relevant and useful to your client. At the end of your report you should make an assessment as to whether you conclude the country is potentially an attractive market for your client’s products, based on your analysis. You need to make this recommendation clear to your client.