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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 PowerPoint slides 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.
Step 1: Cultural Factors
Step 2: Demographic Factors
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.
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 audioto your presentation.
Preview the rubric for Unit 4 Assignmentsubmission.
Commisceo Global Consultancy (2017). Country guides. Retrieved from https://www.commisceo-global.com/resources/country-guides
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/publications/the-world-factbook/
U.S. Department of Commerce (2018). International programs. U.S. Bureau of the Census. Retrieved from https://www.census.gov/data-tools/demo/idb/informationGateway.php
Disclaimer: This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such actual company or brand name. All trademarks remain the property of their respective owners.
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