Global Marketing Environment
Marketing Assignment
Global Marketing Environment or the Twilite Zone?
The following Course Outcome is assessed in this Assignment in Unit 4:
MT219-2: Examine global interconnectedness as it applies to marketing.
In this unit, you will start working on Part 1, encompassing steps 1–3 of your Assignment due in Unit 4. Note: You will complete Part 2,encompassing steps 4–7, in Unit 4 and submit both parts (steps 1–7) as one PowerPoint®presentation with audio in Unit 4.
Introduction to Part 1: In anticipation of submitting your audiovisual presentation for Unit 4, you will conduct some research.
Organizations interested in pursuing global markets must consider the external environment. Many of the same environmental forces that relate to domestic markets also apply to global markets (Lamb, Hair, & McDaniel, 2018). You will look at the global marketplace in which, thanks to the Internet, even small companies can participate. The external marketing environment is full of opportunities and threats that can have a profound effect on the success or failure of a company, a brand, or a product in the global marketplace.
In Part 1 of this Assignment, you will practice scanning the global marketing environment (i.e., environmental analysis) for opportunities or threats to expansion of Perigord Bakery as the owner.
Read the scenario and then address steps 1–3 in at least 5 of the 10 PowerPointslides due in Unit 4 per the instructions.
Scenario: You are the owner of Perigord Bakery, which is currently located in the city closest to where you live. You specialize in breads and sweets from many different countries and now have operations in six regions of the U.S. You realize the market has become saturated in the U.S. At a recent international trade show, you were surprised at how many requests you received to license or franchise your concept in other countries.
Your task is the following:
Based on the scenario, identify another country outside the United States to research and determine the feasibility of entering this foreign market for the Perigord Bakery as the owner by addressing the checklist items.
Checklist:
Step 1: Cultural Factors
- Identify several cultural factors in the country you are pursuing that may affect market expansion of the bakery, such as: behavior patterns, the concept of time, lifestyle, etc. You can use Commisceo™ Global Consultancy’s website to research country cultural factors.
- Considering these cultural factors, do you see them as possible opportunities or threats to entering this market? Please explain your response.
Step 2: Demographic Factors
- Identify at least four (4) demographic factors in the country you are pursuing, such as education, the size, growth, density, and age of the population, etc. Use the U.S. Census International database as a source of reference for the demographic information. It allows you to look up data by country and years.
- Explain why these demographic factors are opportunities or threats to entering this market.
Step 3: Economic Factors
Access The World Factbook from the CIA and select the country of choice in the upper right hand corner search box.
- Identify these three economic factors in the country you are pursuing: GDP per capita (see the Reading area), GDP growth rate, and the unemployment rate in your chosen country.
- Explain why these economic factors are opportunities or threats to entering this market based on the country you chose.
Use bulleted points to make your main points (3–4 bullets per slide) and then explain those bulleted points in the notes section directly under the slide. Adding the audio necessitates having either a built-in microphone in your computer or a headset with microphone to record the audio portion. Access instructions for adding audio to your presentation.
Preview the rubric for Unit 4 Assignment submission.
References
Commisceo Global Consultancy (2017). Country guides. Retrieved from https://www.commisceo-global.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). MKTG12: Principles of marketing. Mason, OH: Cengage.
U.S. Central Intelligence Agency. (2018). The world factbook. Retrieved from https://www.cia.gov/library/
U.S. Department of Commerce (2018). International programs. U.S. Bureau of the Census. Retrieved from https://www.census.gov/data-
Global Marketing Environment or the Twilite Zone?
The following Course Outcome is assessed in this Assignment:
MT219-2: Examine global interconnectedness as it applies to marketing.
Using the Perigord Bakery business you addressed initially in the Unit 3 Assignment, complete Part 2 (steps 4–7) and submit Parts 1 and 2 (steps 1–7) as one PowerPoint presentation with audio.
In Part 1, you began your market environment analysis. Your task now is to complete steps 4–7 of your analysis. Start working on this Assignment after taking the market commonalities tutorial in the Learning Activities area.
View Part 1: Steps 1–3 completed in the previous unit.
Environmental Analysis, Part 2:
Complete steps 4–7:
Step 4: Political/Legal Factors
-Go to the World Bank Group’s “Doing Business” website and note the “Ease of Doing Business” ranking (1= easiest) and “Starting a Business” (1= easiest) and “Registering Property” (1= easiest) for your chosen country.
-Then go the World Economic Forum’s website for “country and regional trends from the NRI,” scroll down to Table 2, and note the ranking of the political and regulatory environment by country (1 = best environment).
- Provide the four rankings for your chosen country.
- Explain why these political/legal considerations represent opportunities or threats to entering this market.
Step 5: Technological Factors
- Identify the ranking of technology for your country (1 = most networked) on the World Economic Forum website.
- Explain how and why your country’s networked readiness ranking will present an opportunity or a threat to the success of Perigord Bakery in the country that you chose.
Step 6: Geographical Factors
- Using the CIA World Factbook source, explain why geographical factors are possible opportunities or threats to entering this market, considering distribution of your product.
Step 7: Summary
- Based on your analysis, explain whether you would pursue expansion into your selected country for Perigord Bakery. Why or why not?
- Describe the advantages and disadvantages of one (1) of the following means of expansion for the bakery, regardless of your decision to expand into the country market or not: exporting, licensing, franchising, or joint venture (see the Learning Activity).
Directions: Review the grading rubric below before beginning this part of the Assignment. Adding the audio to your PowerPoint presentation necessitates you having either a built-in microphone in your computer or a headset with microphone to record the audio portion.
Use bulleted points to make your main points (3–4 bullets per slide) and then explain those bulleted points in the notes section directly under the slide. Provide a minimum of 10 PowerPoint slides with audio and audio notes and additional title and references slides. Your PowerPoint should be original and submitted to the Unit 4 Dropbox before the end of the unit.
Save your audiovisual presentation (Example: TAllen-AB219 Assignment-Unit 4.ppt), and then submit it to the Unit 4 Dropbox.
Access the Unit 4 Assignment rubric.
For additional help with your writing and APA citation, please visit “APA Style Central” accessed in the course home area under Academic Tools.
References
U.S. Central Intelligence Agency. (2018). The world factbook. Retrieved from https://www.cia.gov/library/
World Bank Group (2018). Doing business. Retrieved from http://www.doingbusiness. org/en/rankings
World Economic Forum. (2018). Country and regional trends from the NRI. Retrieved from http://reports.weforum.org/glo
Answer preview
Global Marketing Environment
Global marketing can be defined as the process of a company adjusting its marketing strategies to adapt to the set marketing conditions of other countries. Global marketing is not limited to selling of goods and services but involves other activities like product promotion, product positioning, and planning, among others (World Bank Group, 2018). Traditionally, global marketing was viewed as having offices in different countries where a company does its marketing from, but today, the internet has changed everything where even small companies can market their products and reach consumers from different countries without having an office there (World Bank Group, 2018). Global marketing requires a company to look into different factors of a country such as cultural, demographic, economic, political, and technological factors among others before investing.
Cultural Factors
Saudi Arabia is a country whose citizens…
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