Global Market Analysis

• Suggested Resources

  The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing Library Guide can help direct your research, and the Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom, provide additional resources to help support you.

  Elements of Global Marketing

  The resources below provide information about global marketing.

  • Park, S., Lee, Y., & Chung, N. (2013). Why don’t consumers go Internet shopping in Korea? Segmentation of consumer lifestyle approach. Behaviour & Information Technology, 32(5), 468–479.
  • Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
    • Chapter 2, “Elements of Marketing Strategy, Planning, and Competition,” pages 26–50.
    • Chapter 15, “Understand the Global Marketplace: Marketing Without Borders,” pages 442–470.

• Assessment Instructions

  So far, you have analyzed a product from a variety of marketing perspectives. You must conduct one final analysis before presenting your findings and recommendations to senior leadership. You must analyze the potential for a global market for the product.

  Preparation

  Conduct a brief study of marketplace needs related to your product. Choose two international markets in addition to your own and look for any variations that may exist in terms of target market segment, customer needs and expectations, and culture.Format this assessment as an executive report and include a title page and reference page. Follow APA guidelines for citations and references.

  Assessment Requirements

  In your global market analysis, complete the following:

  • Analyze the role of external factors on global marketing decisions.
    • Identify the factors in global markets that need to be considered.
    • Explain how these factors (culture, political climate, economics, and so on) will affect marketing decisions.
    • Explain the international laws that must be considered when marketing globally.
  • Evaluate the effectiveness of current marketing strategies and methods in a global marketplace.
    • Explain how current strategies and methods relate to the target demographic. Will the same strategies and methods be effective in different global environments?
    • Compare the use of digital marketing and social media between the international markets you selected and the United States.
  • Recommend a new approach to global marketing.
    • Explain how the new approach aligns with the company’s strategic direction.

  Additional Requirements

  • Include a title page and reference page.
  • Length: 3–5 double-spaced pages, not including title page and reference page.
  • Resources: At least 4. Resources must be formatted according to current APA guidelines.
  • Font: Times New Roman, 12-point.

  Global Market Analysis Scoring Guide

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