Marketing Manager for Coffee Chain: Environmental Factors for Expansion to China
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You are the marketing manager for a leading coffee chain. Your company has made the decision to expand internationally, specifically into China. What are some of the environmental factors that you will need to consider in marketing your coffee in China? Which of one of these factors would have the largest impact on the marketing strategy? Why?
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Solution Summary
Environmental scanning usually refers just to the macro environment, but I also discuss it here with respect to competitor analysis, consumer analysis, product innovations, and the company's internal environment. This solution is 628 words.
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Environmental scanning usually refers just to the macro environment, but it can also include industry and competitor analysis, consumer analysis, product innovations, and the company's internal environment. Macro-environmental scanning involves analyzing:
The Economy
* GNP or GDP per capita
* economic growth
* unemployment rate
* inflation rate
* consumer and investor confidence
* inventory levels
* currency exchange rates
* merchandise trade balance
* financial and political health of trading partners
* balance of payments
* future trends
Government
* political climate - amount of government activity
* political stability and risk
* government debt
* budget deficit or surplus
* corporate and personal tax rates
* payroll taxes
* import tariffs and quotas
* export restrictions
* restrictions on international financial flows
Legal
* minimum wage laws
* environmental protection laws
* worker safety laws
* union laws
* copyright and patent laws
* anti- monopoly laws
* Sunday closing laws
* municipal licenses
* laws that favor business investment
Technology
* ...
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