Prior to beginning this discussion, please read Chapter 8: Importing, Exporting, and Sourcing, and Chapter 9: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances in your text.
First, select one of these companies: Walmart, Dunkin’ Donuts, Starbucks, McDonald’s, or Target.
In your initial post,
- Explain the strategy of direct and indirect exporting, and licensing and franchising, and how the company you selected above used these strategies when entering the global economy.
- What prior research was conducted?
- How well did they understand their target marketing environment?
- Analyze the export marketing strategies the companies used.
- What decisions were made concerning product design, pricing, distribution channels, advertising, and communications—the marketing mix?
- What lessons did they learn from their success in the global marketplace?
Your initial discussion post should be 250 words. Cite your textbook and any other sources used to support your ideas. You may refer to University of Arizona Global Campus Writing Center’s APA StyleLinks to an external site. resource for assistance.
Green, M. C., & Keegan, W. J. (2020). Global marketing (10th ed.). Pearson.