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Question: You are required to select an Australian company as the basis of a case study. Once the company has been approved by your lecturer, you will be required to prepare a detailed strategic report to management that analyses the macro-environmental, geopolitical risks and opportunities, as well as overall market attractiveness of entry of this company into BOTH a specific European AND Asian market. Answer: Introduction to the Company The Ernst Young is considered to be one of the world's largest multinational professional service business organisation, which is mainly famous for its accounting service. The company is based in UK and currently has its headquarter in London. The company has separate operational division in various Nation all across the globe that has separate legal entities depending upon the individual country. Currently the company has an employee of 231,000, who are being recruited across 700 offices in almost 150 Nations across the globe (Ey.com, 2017). The major service that is provided by Ernst Young includes tax consultancy, financial audit and insurance along with various other financial advisory service. These services are being provided to all major multinational companies across various sectors. Currently the company is ranked 29th among the top 100 companies in the list of Fortune Magazine. The current business report will aim to provide a market entry strategies report. The two selected countries for market entry that will be forecast in the report is Germany and India. Details of the Macro business environment along with Geopolitical risks of the two Nations will be discussed. An assessment of all type of potential risks and opportunities in respect to the 2 Nations will also be highlighted. Macro Environmental and Geopolitical Analysis of India and Germany As the Ernst Young Company is planning to penetrate the market of India and Germany, it is highly essential for them to analyse the Macro environmental condition along with geopolitical strategies. Mihajlovi? (2014), has added that analysing the Macro environment can help to develop trade policy for a business organisation. The elements of macro environment in business includes all the major factors that have direct impact upon the business policy. The political and economic factors are few of the major macro environmental elements that has the capability to influence the market entry strategy for Ernst Young. According to Kolk (2016), the PESTEL analysis tool is one of the widely used technique that can be implicated to understand the Macro business environment within a region. Pestle analysis of India Being the world's largest democratic Nation, the major policies of business are highly influenced by the political decisions. India is also considered to have a stable form of government in spite of having high level of cultural diversity. The government has also implemented advanced level of taxation system, which helps to promote all type of foreign business. Government policies also encourage privatization, which is required to develop the growth of free business (Gaur and Padiya 2017). It is also important to mention that being one of the fastest growing economy in the world, the Macro environment in the nation provides huge opportunity hot capital investment. The high rate of GDP growth can assure business sustainability for Ernst Young as they enter into the consumer market in India. Indian society is also considered to be community having the largest group of young population. Hence, it will be possible for the Ernst Young Company to recruit talented candidates that is necessary to improve upon the performance rate in the organisation. The technological factor on the other hand can be considered as the biggest challenge in Indian Business Environment. In spite of policies in digital India, there are many places across rural sectors, where business organisation has to face huge challenge for carrying out Complex level of business operations. On the other hand, the fast rate of development in the IT sector can be highly promising for future development of technological infrastructure. The legal and environmental factors can also be considered as a major challenge within the business operations. This is mainly due to the fact that the policies of business laws encounter huge level of changes. The environmental factor is also a major issue due to the fact that health related matters are increasing rapidly within the Indian community with the advancement of industrialisation (Patra et al. 2016). Pestle analysis of Germany Germany on the other hand, has entirely different macro environment for business that is mainly due to the difference in economic and political scenario. The political system within the nation is governed by the federal Republic Government, which follows a fundamental structure and protocol of the constitution. There are two major political parties, which are controlled by the Judiciary and legislative system. The major government policies are in favour of improving the business scenario. Being the fifth largest economy in the world and largest in respect to Europe, the business environment in Germany also offers major opportunity (Klagge et al. 2017). The service sector is considered to be the major contributor in economic development. Hence, it is possible for the Ernst Young Company to have proper business service quality. Additionally, the social factors within the nation is also a major advantage for all type of business organisation. Most of the people within the community will encourage the introduction of new services that are provided by Ernst Young. The high level of cultural diversity and awareness within the community will also help the company to improve upon their workplace culture. Being one of the developer nation in the world, the business environment in Germany offers the best type of technological infrastructure that is needed in carrying out all major business operations (Weber 2018). Hence it can be said that the Macro environment business scenario of Germany is mostly in favour of all market entering companies. Trade and Business Policies of India and Germany It is important to mention that foreign trade and business policies has a major impact upon the economic growth of India. The high rate of foreign capital flow has accelerated tremendously within the past two decades thereby resulting in the total GDP value of 36 trillion in rupees (Kumar and Sethi 2016). Foreign direct investment is believed to be major source of GDP growth. The financial year of 2017 India has revised their trade facilitation policy, which is being implemented in World Trade Organisation. This process is carried out by issuing new draft that encourages all foreign Nation to invest more in the service along with manufacturing sector (Das and Das 2014). The foreign trade policy of the nation is also aimed to enhance rate of exported product. This is also believed to have a major impact upon the economic growth of the nation by creating more job opportunities for the younger generation. The Central Board of Excise and Customs is the major regulatory body which monitor the implementation of trade policies. This organisation has created a single window that will provide equal opportunity to both importers and exporters. This can also ease upon the challenge of related to operational activities related to export and import business. Germany is considered to be the largest consumer market in Europe, which has implemented Highly Effective foreign trade policies across all European Nations. The trade policy is within the nation is highly controlled by the social market. This concept was introduced as an important part of trade business policy that aims to allow free marketing principles. Hence, it will be easily possible for all market entry business firms to invest with high level of expectation at growth rate. Risks and Opportunities in the Business environment of India and Germany The major opportunity in the context of Indian business environment is due to the rise in new political scenario, which implemented new foreign policies for encouraging market entry of all major multinational business organisations. The society of India also provides a major business opportunity as the companies will be able to recruit talented candidates from the bunch of young people (Nambiar and Chitty 2014). On the other hand, the huge number of corruption report in the political environment of India is one of the major risk that has to be overcome. There is also the major risk of political unrest in local regions, which is caused due to conflict among the interest of all political parties. In the context of Germany, the major business opportunity includes is due to the strong government policy that has helped the nation to become the biggest economic force of Europe. Hence, it is possible for the country to offer the platform to set up the trade business hub for all major European Nations (Ketata et al. 2015). The strict government and business law policies is considered to be the major business challenge within Germany. Hence, there is high risk involved that can cause legal violation as business firms implement their strategies (Goel and Dwivedi 2015). Conclusion Hence, it can be concluded that in order to enter the market of India and Germany, it is essential for the Ernst Young to analyse the external business environment thereby identifying the external threats and opportunities that exist in the context of the current situation. As the company is able to identify upon the threats, it is possible for them to prepare risk control plan. This will also help them to decide upon the business trade policies, which is necessary to enter the market of the respective nations. The report also has clearly highlighted upon the political and economic environment of the respective nations, which is aimed to encourage the flow of foreign cash. References Das, S.S. and Das, A., 2014. India shining? A two-wave study of business constraints upon micro and small manufacturing firms in India. International Small Business Journal, 32(2), pp.180-203. Ey.com. (2017).EY difference: high-performing teams delivering exceptional client service. [online] Available at: https://www.ey.com/uk/en/about-us [Accessed 18 Dec. 2017]. Gaur, A.D. and Padiya, J., 2017. Ease of Doing Business in India: Challenges Road Ahead. In International Conference on Technology and Business Management April (Vol. 10, p. 12). Goel, S. and Dwivedi, P., 2015. Considerations and conceptualisation of solar business model in India: lessons on technology transfer learnt from Germany. International Journal of Technology, Policy and Management, 15(3), pp.226-247. Ketata, I., Sofka, W. and Grimpe, C., 2015. 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