Examining the external environment for opportunities and threats to a company, brand, and product is an essential step in the development of a marketing strategy

 

Instructions:

You will provide a 500 word memo that addresses why the company should or should not consider expanding into the country you choose.

Examining the external environment for opportunities and threats to a company, brand, and product is an essential step in the development of a marketing strategy. As a new marketing associate with U Drive Transport, you are tasked with examining the global marketplace for expansion opportunities and threats.

Step 1. Use the template starting on page 2 to execute this task.

Step 2. To begin the process, choose one region of the world by visiting: http://www.state.gov/ Then click on the countries & regions tab to search for a region of interest.

Step 3. Choose one (1) country within your chosen region of the world. Locate one (1) major city center within your chosen country and examine the external marketing environment for opportunities and threats.

Step 4. Using Chapters 4 and 5 in the textbook to inform your understanding of the six factors of the external environment in the global marketplace, examine the opportunities and threats to the company, brand, and product of U Drive Transport in your chosen major city center. Be sure to use the marketing language found within Chapters 4 and 5 of your textbook to explain your findings.

Step 5. Based on the findings of your external environmental analysis, write a 500 word business memo to the owners of U Drive Transport discussing why the company should or should not consider expanding into the country you chose to examine. Be sure to use Chapter 5 of the textbook to inform your understanding of global marketing. Apply the marketing language in your writing. You must examine the external marketing environment before writing the business memo. Then submit the completed table and memo to the Assignment Dropbox.

Scroll down to access the analysis template.

U Drive Transport

Name:

Date:

Unit 4 Assignment: External Environmental Analysis

U Drive Transport External Environmental Analysis

World Region : Country:

Major City Center:

1. Social External Environmental Factors (Hint: Do the threats first.)
Opportunities:
Threats:

Resources: http://www.state.gov/e/eb/eppd/csr/index.htm

2. Demographic External Environmental Factors (Hint: Do the threats first.)
Opportunities:
Threats:

The U.S. Census International Data Base is located at: http://www.census.gov/population/international/data/idb/informationGateway.php

3. Economic External Environmental Factors (Hint: Do the threats first.)
Opportunities:
Threats:
4. Technological External Environmental Factors (Hint: Do the threats first.)
Opportunities:
Threats:
5. Political and Legal External Environmental Factors (Hint: Do the threats first.)
Opportunities:
Threats:

Resources: The World Factbook

6. Competitive External Environmental Factors (Hint: Do the threats first.)
Opportunities: Opportunities: (Do the threats portion first, and then figure out how the threats provide an opportunity for U Drive to better compete with competing companies.)
Threats: Threats (What threats does the competition pose to U Drive Transport? Search for competitors by inserting “car rental companies” in your browser):

Begin your 500 word memo below:

References

Central Intelligence Agency. (2014). The world factbook. Retrieved from https://www.cia.gov/ library/publications/the-world-factbook

U.S. Census Bureau. (2013, December). International programs: International data base. Retrieved from http://www.census.gov/population/international/ data/idb/informationGateway.php

U.S. Department of State. (2014). Corporate Social Responsibility. Retrieved from http://www.state.gov/e/eb/eppd/csr

U.S. Department of State. (2014). Regions. Retrieved from http://www.state.gov/countries

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