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 et al., 2021). 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.
Checklist:
Step 1: Cultural Factors — Commisceo™
Global Consultants’ country cultural factors (put in country name and
scroll all the way down.)
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.
●
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 — U.S. Bureau of the Census: International database (do a search
for “International database”)
●
Identify at
least four (4) demographic factors in the country you are pursuing such as
education, the size, growth, and density of the population, and age etc. Use
the U.S. Bureau of the Census’s 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.
Step 4: Political/Legal Factors
Go to the World Bank Group’s (2020) “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 to the World Economic Forum’s (2020) 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 noted above 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 (2020) website in the
first table.
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 (n.d.) 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).
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 you having either a built-in microphone in your
computer or you can use any headset with microphone to record the audio
portion. Access instructions for adding audio to your presentation.
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-MT219 Assignment-Unit
4.ppt), and then submit it to the Unit 4 Dropbox.
For additional help with your writing and APA citation, see Unit 1 reading
APA assistance or access Academic Writer located in the Academic Tools area of
the course.
