Amazon.com in Brazil:
Footwear Industry expansion strategy to implement a new products into the market
The project must be presented in a professional manner. Use the American Psychological Association (APA) guidelines for writing style, citations and format.
1. Analysis of International Business/Marketing Environment: Explain how the economic and international business/marketing environment affectsthe marketing effort of the company. Discuss the impact of each variable on company decision. Use Table 4 for the purpose.
2. Country Ratings, Government and Political Environment:Traditionally, businesses have relied on country ratings for country classification, environmental scanning, segmentation, entry strategy, market development, operation/investment risk, and policy formulations. They are good indicators of a country’s economic, financial, social or political position with respect to other nations of the world. The information in Table 5compliments the analysis of international business/marketing environment. The table also helps us understand a government’s policy towards foreign/international business.
3. Designing of Marketing Mix: Determine the marketing mix for the company and suggest an implementation strategy. Explain each of the four Ps. Discuss product design and attribute, pricing, promotion and distribution. If needed, suggest separate marketing mix for each segment identified. Discuss standardization adaptation issues here. Use Table 6 for the purpose.
4. Conclusion: Conclude the study with strategy suggestion for the company, especially in marketing. Also, briefly discuss your learning experience here.
VII Project Presentation Format
You must follow the format given below for writing the project. You may put all tables and charts at the end of the report. Be sure to refer them in the text. Maintain the page limitations; maximum numbers of pages for each section are given in parentheses. The main body of the report cannot be more 30 pages excluding references, tables, charts or graphs.
V Analysis of International Business/Marketing Environment (2pages)
VI Country Ratings, Government and Political Environment (2 Pages)
VIIDesigning of Marketing Mix (2 pages)
VIII Conclusion (1pages)
Table 4
International Business/Marketing Environment
Year
2009 2010 2011 2012 2013 2014
Real GDP Growth – % growth -.2% 7.6% 3.9% 1.8% 2.7% .1%
GDP (US$ millions) 1,665,220.0 2,209,416.3 2,615,814.4 2,413,114.9 2,391,641.1 2,346,241.3
Inflation – % growth 4.9 5.0 6.6 5.4 6.2 6.3
Productivity . US$ per person employed 18,609.9 19,710.4 20,315.0 20,318.9 21,618.2 21.496.7
Exports . US$ mn 152,994.7 201,915.3 256,039.6 242,578.0 242,033.6 225,100.9
Imports . US$ mn 127,722.3 181,768.4 226,246.8 223,183.5 239,644.9 229,030.6
Foreign Direct Investment Inflows – US$ mn 22,038.3 36.260.7 47,261.9 54,172.5 $58,645.0 62,494.8
Foreign Exchange Reserve – US$ mn 228,644.0 276,148.0 343,180.0 362.180.0 349,028.5 354,804.9
Exports as a % GDP 9.19 9.14 9.79 10.05 14.59 10.59
Imports as a % of GDP 7.67 8.23 8.65 9.25 10.02 9.76
FDI Intensity . % of total GDP 1.6 2.2 2.5 2.7 2.7 2.7
Foreign Exchange Reserve as a % of Imports 179.02 or 55.86 151.92 or 65.82 151.68 or 65.93 162.28 or 61.62 145.64 or 68.66 154.92 or 64.55
Table 5
Country Ratings, Government and Political Environment
Year
2009 2010 2011 2012 2013 2014
Global Competitiveness Index . Score 4.2 4.3 4.3 4.4 4.3 4.3
Country Risk Rating . Scroe
Human Development Index . Score 0.7 0.7 0.7 0.7 0.7 –
Globalization Index . Score/Ranking
Index of Economic Freedom . Score 56.8 55.6 56.2 57.9 57.8 56.6
Political and Civil Liberties Rating
Ease of Doing Business Ranking . Score 127.0 124.0 120.0 128.0 118.0 123.0
Corruption Perception Index . Score 3.7 3.7 3.8 4.3 4.2 4.3
Form of government The government is formed by the Workers Party (PT) and its allies.
Stability of government policy The country’s judicial system is dysfunctional and many of its judges are corrupt.
Government policy towards foreign business It consider a Protectionist country because of the government policy. Its taxation policy is pretty aggressive and makes it hard for foreign business to establish.
Participation in regional economic/trade blocs Regional trade blocks are associations of nations at a governmental level to promote trade
within the block and defend its members against global competition.
Non-tariff Barriers: documentations, standards, import restrictions etc.
Monetary/exchange restrictions: profit repatriation, money transfer The non-salary cost of employing a worker adds to the cost of doing business, and labor regulations remain stringent
Table 6
Standardization/ Globalization and Marketing Mix
Marketing mix Explanation S-A Rating (1-7)
Product
Footwear
Price
Promotion
Place
Note: Briefly explain each P in Explanation. Make a Standardization-Adaptation (S-A) rating for each P on a seven-point scale.