Description
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
- Construct an environmental analysis for your chosen company in the global arena and regarding the below factors:
- 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
- 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:
The Global Marketing Plan Part 1 paper
- Must be three to five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center’s APA Style (Links to an external site.) resource.
- Must include a separate title page with the following:
- Title of paper
- Student’s name
- Course name and number
- Instructor’s name
- Date submitted
- 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 two scholarly sources in addition to the course text.
- The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
- Must document any information used from sources in APA style as outlined in the Ashford Writing Center’s Citing Within Your Paper (Links to an external site.) guide.
- Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. See the Formatting Your References List (Links to an external site.) resource in the Ashford Writing Center for specifications
- .
Citation Requirements
Extremely Important to Read This!
MANY STUDENTS STRUGGLE WITH CITATIONS
I do not allow any direct quotes in class, unless there is no other way to cite the content (example: lists of numbers or statistics). Citations should be included in all discussions and assignments. All citations must be paraphrased. Paraphrasing means that you take the original quote and put it into your own words, while giving the author credit. You should not use more than three words from the original source when you paraphrase.Difference Between Direct Quotes and Paraphrased Citations
CHECK OUT THESE TWO EXAMPLES:
Here is the difference between directly quoting and paraphrasing a citation. Supposed the author wrote this: "For the 25th consecutive year, the family-friendly Labrador Retriever is the most popular dog in America"
If you were to list that as a direct quote, it would look like this: "For the 25th consecutive year, the family-friendly Labrador Retriever is the most popular dog in America" (Author Last Name, Year, p. #). This is what I do not want to see because it does not demonstrate that you have digested the content. It just shows me that you can copy and paste quotes.
If you were to list that as a paraphrased citation, it would look something like this: Labradors are a common pet in the United States due to their friendly nature (Author, year).
See how I took what the author wrote and put it into my own words, while still giving him or her credit? That is the way you should cite.CHECK OUT THIS ARTICLE FROM MY WEBSITE FOR ADDITIONAL HELP
Students often struggle with writing essays. Some have difficulty with structure. Others dread dealing with APA formatting. I teach everything from bachelor-level to doctoral-level courses. The following contains some helpful writing tips that I have found may make writing essays a little easier.Citations and References:Many of the courses I teach require that students master the use of citations and references. I have found that students often become confused about how to include these. One common mistake that students make is to include a reference page without including any citations. That is not correct. The problem with that is there is no way to determine what part, if any, of the paper was paraphrased or cited from that source. Students sometimes think that listing a reference is a way to show that they used that information for the paper. However, there is more that must be done than simply including the source on the reference page. There must also be citations. Citations may be paraphrased or directly quoted. If there is a reference, there must be at least one corresponding citation.- A paraphrased citation looks something like this: Hamilton (2014) explained the importance of citations.
- If directly quoted citations are allowed, they look something like this: “Citations may be paraphrased or directly quoted” (Hamilton, 2014, p. 1).
- Do not list citations without references.
- Do not list references without citations.
- Do not list the author and year information at the end of the paragraph and assume it covers the entire paragraph of content. Author and year information must be included for any paraphrased sentence or directly quoted block of content.
- Citations and references must be in APA format (for most courses). Do not include footnotes if APA is required.
- Do not number the references; list them in APA format.
- Alphabetize references in APA format.
- Long direct quotes have unique indentation requirements. I recommend avoid any long direct quotes. They are usually used by students to fill up space. Professors may not like that.
- Be sure the alignment of references is correct on the reference page. The first line of each source should be at the left margin and every line after that indented ½ inch. See APA guidelines for help.
- Use peer-reviewed scholarly journals for citing.
- Double-check with the Owl Purdue Writing Lab for help with how to cite unusual sources.
- Blogs – Blogs are meant for things other than research. They may be helpful in giving insight into how to do things. They may be fun to read in terms of content. However, students need to realize that some blogs may not contain accurate information.
- Wikipedia – Wikipedia is a common student favorite. It contains some very good information. However, the content is written on a wiki. A wiki allows more than one person to add or change information. Any wiki should not be used as a source for citing. Wikipedia may have some very good sources listed at the bottom of the page. If students start at Wikipedia to research a topic, they could look at the bottom to find the original source of information. At that point, students can search their school’s library for that source to see if it comes up under peer-reviewed scholarly sources.
- eHow, Quora, or other Q&A Sites – There are plenty of Q&A sites that allow people to answer questions on the Internet. Just because there is an answer on these sites, does not mean that the answer is correct or has been reviewed by anyone. Think of these sites as you would a blog. They may or may not contain accurate information. Therefore, they should not be used to cite.
- Dictionary – This is a source students tend to like to cite. Although it is accurate and will give a good definition, some professors look at this as a kind of “cop out” source. It is easy to look up a definition in the dictionary. It is better to show scholarly research that explains the subject in more detail.
- Books – Some books should not be used as sources. If there is a textbook assigned to the course, it is usually a good source to cite. However, not all books are considered “scholarly”. It is best to stick to peer-reviewed journals if there is any doubt.
Schools usually have an online library where students can find appropriate sources. Near the search bar, there may be a box that can be checked to ensure that the search only delivers peer-reviewed scholarly sources. The wise students stick to the school’s library for research. It is as easy to search as Google and the chances of coming up with proper research are enhanced.Other Common Mistakes:I notice that many students make similar mistakes. I make comments on their papers to address these issues. Many of them disregard my comments and continue to submit the papers with the same mistakes. I thought it might be helpful to create a checklist of some of the most common mistakes that I see and give some guidelines as how to correct them.- Tense – Students should stick to third person rather than first or second person unless the paper is specifically about them. In this blog, I write in first person. I use words like I, me, us, and we. Those are fine in this type of setting. In undergraduate and graduate courses, students must be able to write as if they are an observer. It is also incorrect to write in second person. Second person includes words like you and your. Students must learn how to write in third person. Do not write a paper that begins with something like: I chose to write about this because blah blah blah. There is no need to mention the author (aka the student). Just write about the topic.
- Paragraph/Overall Structure – I often include a link in class that directs student to this Youtube Video that explains how to write a well-constructed paper. It is important not to have an overly long or overly short paragraph. I have seen students submit entire papers that included only one paragraph. I prefer to see paragraphs include around 4-8 sentences. If citing is required, it is better to begin a paragraph with a statement and then follow it with citations. The citations are there to support any points. Students must make their points before they can support them. Students often forget to set up their papers to include an introduction, body and conclusion. I recommend watching the Youtube video for help with this and many other structural and writing issues.
- Microsoft Word Issues – Students often have difficulty with formatting issues. I have created the following videos that may be helpful with some of these problems: How to Remove Extra Spaces from in Between Paragraphs, Working with Headers and Page Numbers, How to Change Period Spacing.
- Using Scholarly Sources – Students may have difficulty distinguishing between the kinds of sources that are allowed for citations. If students’ first inclination is to search for answers on Google or if Wikipedia is their best friend, I recommend that they check out their school’s library search engine instead.
- Font Issues – Students must be sure that their papers meet APA guidelines. The font needs to be set at 12 point. There should not be any special bold, ALL CAPS, or underlined information that does not meet these guidelines. Remember that writing in ALL CAPS means you are yelling.
- Confusion Between Citations and References – I recommend reading: What is the Difference Between Citations and References (https://drdianehamilton.com/what-is-the-difference-between-a-citation-and-a-reference/) The reference page must be titled References and not Works Cited.
- Amount of Citations – Students often do not include enough citations. They must be able to demonstrate their research and back up any points. I find that many students like to write in a story-telling fashion. Others may already know information about a topic and write based on experience. It is important to cite even if you are a subject expert. Some may be tempted to cite too often. Every single sentence should not be a citation. That is called patchworking. It is important to make a point and then back it up with citations to demonstrate your research.
- Follow Rubrics and Guidelines – If there are specific requirements for the assignment, it is important that students follow the guidelines. If five pages are required, then submit at least five complete pages. The title page and reference pages do not count toward page requirements. If the professor has posted any additional requirements in class, it is important to go through that checklist to determine that all requirements have been met.
Explanation & Answer
Attached. Please let me know if you have any questions or need revisions.
1
The Global Marketing Plan Part 1
Student's Name
Course Name and Number
Instructor's Name
Date Submitted
2
Global Marketing Plan Part 1
Introduction
My choice of company is Uber Technologies Inc. Uber is a transportation firm
famous for its reliable online taxi app. Garret Camp and Travis Kalanick were the
founders of Uber in 2009; its name was UberCab (Cramer, & Krueger, 2016).
Currently, Uber operates in sixty-three countries and over 700 cities. The company
makes an average of fourteen million trips annually. This paper discusses Uber's
environmental analysis, its general strategy, and the rationale for selecting the strategy.
Environmental Analysis
Economic
Uber operates in an industry that shares intelligence and physical resources, a
sharing economy. Uber is highly flexible, which makes scheduling and re-scheduling
easier. Also, it is affordable compared to taxis. Uber's initial launch was in San
Francisco in 2011, where it raised a 44.5 million dollar funding at the end of the same
year. From 2012, Uber began its global take-over journey by opening a new branch in
different cities and states annually (Cramer, & Krueger, 2016). Today, Uber is still
transforming the transportation industry, with over 90 million active consumers
monthly. Several countries have banned the compan...