Scenario: SmoothCity is a beverage company that sells its drinks through kiosks
ID: 409498 • Letter: S
Question
Scenario:
SmoothCity is a beverage company that sells its drinks through kiosks in only the largest cities in the U.S. The company’s current mission is to provide healthy, affordable beverages to people of all ages. They pride themselves on providing beverages that are healthy and fresh, but also provide low-sugar options. Currently they are considering expansion into other countries, beginning in the cities of London, England; Paris, France; and Dubai, United Arab Emirates. They realize the first step is to do an analysis of the external marketing environment.
Marketers conduct due diligence for the business by scanning the environment for social, demographic, economic, technological/communications, political/legal, competitive opportunities or threats. In this Assignment, you will practice scanning the global marketing environment for opportunities or threats to the SmoothCity organization’s possible expansion into London, Paris, and Dubai by doing some research on the Internet. You will determine the best means (See Chapter 5) to enter the country markets involved based on your analysis.
Adapt the table below to begin your analysis of London, Paris, and Dubai, after taking the Market Commonalities tutorial in the Learning Activity area. Include a minimum of 2 data points for each factor for each city.
External Opportunities
External Threats
Sociocultural: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Sociocultural: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Demographic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Demographic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Economic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Economic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Political: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Political: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Legal: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Legal: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Technological: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Technological: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Competitive: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Competitive: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Based on your analysis of external opportunities and threats for possible expansion into London, Paris, and Dubai respond to the following:
Checklist:
1. Investigate the external opportunities and threat factors regarding possible expansion for SmoothCity into London, Paris, and Dubai, noting at least 2 data points for each factor for each city.
2. Analyze the commonalities and differences you found regarding these three cities concerning the opportunities and threats that you examined.
3. Describe at least one ethical consideration that should be considered when expanding into each of the three cities.
4. Which commonalities or interconnected aspects might help SmoothCity’s possible market expansion into these cities in general? Explain.
5. Based on your Reading, explain which marketing strategy this company should use (i.e., a globalized marketing standardization strategy or a multidomestic strategy) regarding this foreign expansion providing support for your answer.
Please provide solution of this ASAP.
Thanks
External Opportunities
External Threats
Sociocultural: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Sociocultural: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Demographic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Demographic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Economic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Economic: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Political: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Political: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Legal: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Legal: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Technological: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Technological: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Competitive: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Competitive: 2 data points minimum for London, 2 for Paris, 2 for Dubai
Explanation / Answer
1.
London
Opportunities: New expansion of customers will achieve the company targets.
Threats: Competitive advantage can affect the business if proper strategies are not followed in the organization.
Paris
Opportunities: It has the great opportunity in Paris, as the beverages are mostly liked by all so naturally the demand and sell will be more.
Threats: Other ruling companies can take advantage, so to avoid any influence or challenges strategies are required to be structured strongly.
Dubai
Opportunities: The opportunities in Dubai are quite more than all other cities but the major factor here is the marketing sense which is quite necessary because all companies who sell beverages are mostly the branded level so to be the field of marketing proficient marketing is absolutely important.
Threats: The major chances of threats are possible as to cope up with the brands and take their customers on your side is hard but with proper strategies, it can be possible.
2.
The commonalities of Dubai and Pairs are same but the difference is between Dubai and London. In Dubai, the chances of setting the business are difficult as already it is having a large number of brands. In London, the chances are more, as the market for beverages is not broadly expanded.
3.
The ethical consideration is the quality of beverages which requires being maintained properly in the organization. The quality is the first thing which attracts the customers on your side and then comes the price. For all the three cities it is required to maintain the product qualities so to get the customers and serve them the better also falls under ethical culture.
4.
The aspects are the strategy which interconnects through all the cities. The strategies bring the boost in the working process of the organization and it focuses on the exact approach which helps the organization to focus on the different areas of working. From workforce maintenance to marketing, strategies are highlighting an important aspect which rules the organization process in a better way.
5.
It is, of course, globalized marketing strategies which are required in the company for the expansion. To expand business globally it requires doing a research on the external policies of the cities and considering the demographics and geographic factors the business process are utilized accordingly. To get the height in the business especially for expansion purpose it requires focusing on the marketing strategies to influence the customers on your side.
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