Global Marketing Environment
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 Microsoft® 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.
Unit 3
Global Marketing Environment
The following Course Outcome is assessed 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 Microsoft® 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 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
- 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 Consultants’ 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.
Resource for step 1
Access Commisceo™ Global Consultants’ country cultural factors. Once you enter a country, scroll all the way down to see all the country information (you do not have to download it).
