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Capital Consulting Group, a consulting firm based in Morocco, had achieved remarkable national and regional growth in less than 15 years. In 2015, however, the firm was faced with a crucial decision that would shape its future trajectory in the face of increased competition from both domestic players and international giants: devising the right international expansion. The partners, Faouzi and Karim, had differing visions of where to locate this expansion: East Africa or the Gulf States. The decision was a complex one, given the many factors involved and the relative attractiveness of the two regions. In this case study, students are asked to carry out an in-depth strategic analysis of the firm's previous attempts at internationalisation. They will also be asked to critically assess the successes and failures encountered so far in this journey. In addition, students will be asked to conduct an analysis of industry attractiveness using Porter's Five Forces model, and to assess the success of the strategy employing the competitive advantage matrix. Ultimately, they will have to formulate recommendations to guide the expansion decision.