Fluent Essays

Prior to beginning work on this assignment, read Chapter 4: Social and Cultural Environments, Chapter 5: The Political, Legal, and Regulatory Environments, and Chapter 6: Global Information Systems and Market Research. Watch the BUS622 Week 2 Assignment video with Steve Forbes and the BUS622 Week 2 video with Bill Davis located above.This assignment will give you a head start for your Week 6 Global Marketing Plan Part 2 Final Paper that will be completed at the end of the course. As Part 1 of this assignment, you will choose a “mentor company” that you will refer to throughout this course.In your paper, Identify a large company to be your mentor company to analyze and formulate its global marketing strategy. The company cannot be any of the following: McDonald’s, Coca-Cola, Walmart, Starbucks, or Pepsi. Select one of the following companies: Anheuser-Busch InBev, FedEx, Samsung, H&M, American Express, Taco Bell, Uber, Zappos, Airbnb, Target, Amazon, KIA, or PayPal. If you would like to select a company that is not listed, please reach out to your instructor for approval. Under an Environmental Analysis heading Construct an environmental analysis for your chosen company in the global arena and regarding the below factors: Economic Trade Social and Cultural Political, Legal, and Regulatory Under a General Strategy heading Based on your environmental analysis, identify a country in one of the following regions for your company to expand to. If your company is already in a selected country, you will examine their global marketing strategy in that areas and formulate your own successful strategy: Latin America Middle East Africa Explain your rationale for selecting the country in one of those regions. To explain your rationale, consider the following criteria in that selected region and particularly in your selected country and analyze how these criteria impacted your decision to expand to that country Demographic Economic Trade Social factors Cultural Factors Legal Factors Political Factors The Global Marketing Plan Part 1 paper Must be four to five double-spaced pages in length (not including title and references pages) and formatted according to APA style. Must include a separate title page with the following:   (Global Marketing Plan Part 1)  (Markis Edwards)   (BUS 622)   (Dr. Lorraine Cigainero)  (March 15, 2021) For further assistance with the formatting and the title page, refer to APA Formatting for Word 2013 (Links to an external site.). Must use at least three scholarly sources in addition to the course text. The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site. Must document any information used from sources in APA style. Must include a separate references page that is formatted according to APA style. **THE COURSE TEXT** Reference:  Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com4 Social and Cultural Environments Learning Objectives 1. 4-1 Define culture and identify the various expressions and manifestations of culture that can impact global marketing strategies. 2. 4-2 Compare and contrast the key aspects of high- and low-context cultures. 3. 4-3 Identify and briefly explain the major dimensions of Hofstede’s social values typology. 4. 4-4 Explain how the self-reference criterion can affect decision making at global companies, and provide a step-by-step example of a company adapting to conditions in a global market. 5. 4-5 Analyze the components of diffusion theory and its applicability to global marketing. 6. 4-6 Explain the marketing implications of different social and cultural environments around the globe. Case 4-1 Strange Brew: Coffee Culture Around the World Coffee beans are the second-most widely traded commodity in the world (Can you guess what is number 1?). According to legend, the bean’s stimulant properties were discovered hundreds of years ago by a goat herder in Kaffa, a highland region of Ethiopia. Beans and plants were eventually transported across the Red Sea to the Arabian Peninsula. By the end of the fifteenth century, coffee cultivation had taken root in Yemen, and a hot beverage brewed using roasted beans quickly became part of Islamic cultural life. The growth and evolution of the global coffee trade from the early 1600s through today is documented in many sources, including John Keay’s history of the British East India Company. In the fertile valleys of Yemen, Captain John Jourdain found groves of plantings that he called “cohoo.” Jourdain wrote: The seeds of this cohoo is a great marchandise [sic] for it is carried to Grand Cairo and all other places of Turkey and the Indias. 1 As Keay notes, traders had indeed brought coffea Arabica from Africa to the Middle East for cultivation. “Kahwa” was the word used in the Arab world. The crop was cultivated only in this region, and, at the time, no market for coffee existed in Europe. By the 1660s, coffee had become the staple export of the Red Sea ports. Gradually, coffee made its way to Europe. London’s first coffee house opened in 1652; diarist Samuel Pepys was a regular patron. Venetian traders imported coffee from Egypt and sold it to wealthy citizens of the Venetian Republic; Italy’s first coffee café was opened in the early 1680s. Although the British East India Company dominated the export trade at the Yemeni port of Mocha, by the end of the seventeenth century the rival Dutch East India Company (Verenigde Oostindische Copagnie) had established coffee plantations in Indonesia on the island of Java. Other European nations followed suit, introducing the crop in their far-flung networks of colonies. Coffee had gone global! Today, coffee culture continues to spread around the globe. The brew is even becoming popular in countries such as India and China, where tea has traditionally been the hot beverage of choice (see  E5 The Political, Legal, and Regulatory Environments Learning Objectives 1. 5-1 Understand the elements of a country’s political environment that can impact global marketing activities. 2. 5-2 Define international law and describe the main types of legal systems found in different parts of the world. 3. 5-3 Understand the most important business issues that can lead to legal problems for global marketers. 4. 5-4 Describe the available alternatives for conflict resolution and dispute settlement when doing business outside the home country. 5. 5-5 In general terms, outline the regulatory environment in the European Union. Case 5-1 Travis Kalanick and Uber Travis Kalanick is an entrepreneur who has achieved a level of success and notoriety rarely matched in the modern era. Kalanick is cofounder of Uber Technologies, the parent company of the wildly popular Uber ride-sharing service. Kalanick, along with friend and cofounder Garrett Camp, launched the Uber service in San Francisco in 2010. By now, most people are familiar with the way Uber works: Customers download the Uber app to a smartphone and set up an account that includes mobile payment information. Then, when the customer needs a ride, he or she opens the app and types in a destination. The app’s GPS identifies the customer’s current location and calculates an estimated fare, distance, and trip time to the destination. If the fare is acceptable, the customer then requests a car and driver. By the end of 2014, Uber had raised venture capital that valued the company at nearly $40 billion! The service was available in more than 250 cities worldwide, and some industry observers hailed the company as a prime example of digital technology disrupting an established industry. Uber’s rapid growth was another example that the “sharing economy,” also known as “collaborative consumption,” was gaining traction, as evidenced by the success of Lyft (an Uber competitor), room rental service Airbnb, and others. However, Uber has encountered resistance as its popularity has grown. In London and other major cities, drivers have staged demonstrations and mass protests against what they claim is unfair competition from unregulated drivers. Several cities, including Brussels, Miami, and Las Vegas, have banned Uber. In Brussels, a court fines drivers who use the service. Uber has been paying the fines and providing legal support. Regulators in Germany succeeded in obtaining a temporary injunction banning the service; after a series of appeals and counter-appeals, the injunction was lifted. The European Commission, the executive arm of the EU, conducted an inquiry to determine whether Uber was an “information-society service company,” as Uber maintained, or the equivalent of a taxi service, as the French government alleged (see  Exhibit 5-1 ). Exhibit 5-1 Protests against Uber have been staged in Spain, France, the United Kingdom, and other countries. Source: Lora Grigorova/NEWZULU/CrowdSpar