Based on your research and this week’s readings, including Exhibit 9.1, write a paper that includes the following:
- Analyze and evaluate a brand that has expanded globally and critically evaluate the brand’s current competitive marketplace. For example, before Starbucks entered China, what other coffee shop offerings existed, and how did Starbucks compete with China’s traditional cultural preference of tea? Discuss the adjustments you intend to make in the 4Ps to respond to customer needs and cultural differences of the country/location of new business venture.
- What are the key drivers that today’s international marketer must understand in planning for the international marketplace? What is the role of each international driver in implementing each of the strategic efforts?
- Which of the international drivers and strategic efforts are likely to change more often and more rapidly?
Support your paper with at least five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included. Your paper should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards.
Length: 5-7 pages (not including title and reference pages).
