307MKT: Global Marketing Casestudy, NUS, Singapore You are a marketing consultant and have been asked to produce a set of recommendations on the key macroenvironmental factors
| University | National University of Singapore (NUS) |
You are a marketing consultant and have been asked to produce a set of recommendations on the key macroenvironmental factors that may influence Starbucks’s success in China. You are required to:
1) Use secondary research sources to collect macro-environmental information about China’s markets using appropriate academic sources of information.
2) Produce a report that synthesizes the information collected through secondary research and critically evaluates these markets using relevant international marketing theories. The report should contain a set of recommendations to Starbucks which identifies opportunities and challenges in the company’s internationalization plan. Justify your recommendations and, where relevant, use examples to support your argument.
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