Discuss the role of a marketer for a global corporation of your choice. You have been asked to complete a global business-to-business (B2B) marketing analysis for a country into which the corporation is seriously considering expanding. You will need to conduct research on the country and provide a thorough marketing analysis to help senior leadership determine whether a global expansion into this country is a good decision.
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1. Based on this assignment scenario, identify the country into which your corporation is considering expanding. Begin by navigating to the Central Intelligence Agency (CIA) website, and select a country from those provided on The World Factbook webpage (https://www.cia.gov/the-world-factbook/). You may also use the Business Insights: Global database within the CSU Online Library database (look under Comparison Charts>Countries for the relevant data). Add countries and regions where you will conduct research in order to perform a PESTLE (political, economic, sociocultural, technological, legal, and environmental) analysis. Consider the critical factors a marketer must look for when expanding globally.
2. Identify the U.S.-based company and the product or service you plan to introduce into the foreign country. Describe the Standard Industrial Classification (SIC) code for the industry that the company operates; explain why this is important. Define the segmentation process your company should use. Be sure to include the firmographics, operating variables, purchasing approach, situational factors, and personal characteristics.
Perform a PESTLE analysis by describing the political (P), economic (E), sociocultural (S), technological (T), legal (L), and environmental/ethical (E) environment in your selected foreign country.
3. Describe the main competitor in the industry in which your selected company does business. Which company would have a greater competitive advantage in the country you have chosen to expand into? Why?
4. Discuss those unique business customs, if any, that are important for a company to adapt to in your chosen global market in order to be competitive. If no unique business customs exist within the culture of your chosen international market, explain the business norms that do exist.
Essay should be at least three pages in length, be double-spaced, and contain a title page and references page. References should include at least three credible sources.
