General Education Critical

Points Possible | 100
ASSIGNMENT GOAL
Your General Education Assignment is a 5 pages research paper that addresses marketing from a global
perspective. The main objective of this assignment is to help you understand the influence of
environmental factors on organizations business decisions.
Three General Education Learner Outcomes will be assessed in this assignment: 1.) Knowledge; 2.)
Critical and Creative Thinking, and 3.) Communication. The assessment rubric for this assignment is
included at the end of this assignment for your review. (The descriptions of the learning outcomes are
provided in the assessment rubric below).cv b0020

GETTING STARTED
• Review the complete assignment
• Review the content(s)provided below to develop a basic understanding of the case
• Review Chapter 2 (Assessing the External Environment: Section 2.4, p. 28-32 in your required
textbook)
• Become familiar with the additional resources (see links below) that can be used to assist in
the assignment development process.

REQUIRED READINGS AND SUGGESTED RESOURCES FOR ASSIGNMENT
Case link:
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1704023305?accountid=3783
These are suggested resources to assist with secondary research for this assignment. In addition, the
Citing Your Sources Research Guide will help you format your final paper properly in the APA format.
• MKT 113 Research Guide http://libguides.snhu.edu/Introduction_to_Marketing
• Google Like a Librarian Research Guide http://libguides.snhu.edu/google
• Evaluating Websites Research Guide http://libguides.snhu.edu/evaluatingwebsites
• Citing Your Sources Research Guide http://libguides.snhu.edu/citation
WRITTEN ASSIGNMENTINSTRUCTIONS
The sections of your 5 page paper (length EXCLUDES Title, and References Pages,) are as follows:
Introduction, Body, Conclusion, Learning Reflection, and References. Each section should be represented
by a BOLD ALL CAP heading followed by double-spaced content below each. In-text APA citations must be
used appropriately throughout the paper. Complete APA citations of all sources referenced to complete
the paper must be included in the reference section at the end of the paper.

Title Page Contents
Include the following content on your Title Page for this assignment.
 Student’s name, instructor’s name, course name, course reference number, SNHU Major, assignment
title and due date.

 Image/visual relating to the project topic. Include a full APA citationfor you image/visual in
your REFERENCE section.

Introduction
Include the following content in your Introduction section for this assignment. The objective for this
section is to effectively inform the reader, demonstrate a solid level of analysis of relevant
secondary resources, and make a persuasive argument regarding the external factors impacting the
client.
• Develop 2-3 paragraphs that summarize the key points on Brasilians Welcome U.S. Fast Food (In
text citation)

• Develop 1-2 paragraphs that describe six (6) key external environmental factors that must be
considered when considering a global marketing strategy. Explain briefly why these factors are
important. (In text citation)
• Develop 1-2 paragraphs that identify two (2) key external environmental factors that indicate
Brazil is a strong market for expansion for U.S. fast food companies and other brick and mortar
retailers.

Body
Analyze your assigned readings and additional secondary research to compare and contrast domestic and
international marketing strategies utilized by the client.
• Develop 1-2 paragraphs that clearly discuss two (2) similarities between (choose one fast food
company from case)domestic (United States of America) marketing strategy and its marketing strategy for
their stores in Brazil.
• Develop1-2 paragraphs that clearly discuss two (2) differences between (use one company which
should be the same company that is analyzed in the first bullet) domestic (United States of America)
marketing strategy and its marketing strategy for their stores in Brazil.
• Use the external factors established in your introduction as the framework for this comparison
of domestic and Brazilian marketing strategies.(In text citation)
Conclusion
Based on your knowledge of this case, provide a research-based detailed recommendation for the client.
 Based on your research, develop 1-2 paragraphs that outlines and supports a detailed
recommendation to marketing team that could help ensure itssuccess in Brazil in 2015/2016 and beyond.
References
Your completed reference list should include your source information for the title page image,
textbook, required readings, and at least three(3) additional relevant sources.
 List all sources cited within your paper using APA guidelines (See Siting Your Sources Research
Guidehttp://libguides.snhu.edu/citation).
Grading and Assessment of Your Written Assignment
The “FINAL GRADE CRITERIA” will be used to evaluate your work and determine a final grade for this
written assignment.A detailed “Grading Rubric”is attached below and will be discussed in class.

The “GENERAL EDUCATION ASSESSMENT CRITERIA” will be used to assess your benchmark achievement level for
each of the three (3) General Education Learning Outcomes assessed in this course. This process helps
ensure that each Southern New Hampshire University student demonstrates a benchmark achievement level
for all General Education Learning Outcomes being assessed for this course. A detailed
document 1 of 1

Business News: Brazilians Welcome U.S. Fast Food
Lewis, J. T., &Jelmayer, R. (2015, Aug 15). Business news: Brazilians welcome U.S. fast food. Wall
Street Journal Retrieved from http://ezproxy.snhu.edu/login?
url=http://search.proquest.com/docview/1704023305?accountid=3783
Find a copy

Obtain full text from Shapiro Library
http://pn8vx3lh2h.search.serialssolution.com/?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-
8&rfr_id=info:sid/ProQ%
3Awallstreetjournal&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=unknown&rft.jtitle=Wall+Street+J
ournal&rft.atitle=Business+News%3A+Brazilians+Welcome+U.S.+Fast+Food&rft.au=Lewis%2C+Jeffrey+T%
3BJelmayer%2C+Rogerio&rft.aulast=Lewis&rft.aufirst=Jeffrey&rft.date=2015-08-
15&rft.volume=&rft.issue=&rft.spage=B.11&rft.isbn=&rft.btitle=&rft.title=Wall+Street+Journal&rft.issn=0
0999660&rft_id=info:doi/

Abstract (summary)
[…]it takes more than a U.S. nameplate to be successful abroad, says Charles Bruce, president and
chief executive of Johnny Rockets Group Inc. Owned by the private-equity firm Sun Capital Management,
the Aliso Viejo, Calif., chain operates in 27 foreign markets, which are home to about 40% of the
company’s 340 stores. […]quarter revenue for its Brazil unit dropped 24%, hurt in part by the
depreciation of Brazilian real.
Full Text
SAO PAULO — Eager for a bigger slice of South America’s largest dining market, many U.S. restaurant
chains are expanding in Brazil despite the country’s moribund economy.
Subway, Dunkin’ Donuts, Hooters, McDonald’s, Johnny Rockets, Sbarro, Outback and Domino’s Pizza are
among those opening new stores in the midst of weak consumer spending and what is shaping up to be
Brazil’s first economic contraction since 2009.
Banking on better times ahead, U.S. companies are taking advantage of the down market to woo new
franchisees, snag bargain leases and expand while many local operators are pulling back. The draw: a
Brazilian middle class estimated at more than 100 million people, many of whom love to eat out and have
an affinity for U.S. brands.
Brazil’s economic difficulties “make it more challenging, but it’s also an opportunity,” said Patrick
Murtha, president of Tampa-based Bloomin’ Brands Inc.’s international division, which runs the Outback
steakhouse chain in Brazil. “The Brazilian economy will improve, and we’ll be in a position to take
advantage of that.”
This year, Outback plans to open a dozen outlets in Brazil, the most in any of its foreign markets.
Bloomin’ Brands currently has 64 Outbacks and one AbbraccioCucinaItaliana restaurant in Brazil, all
company-owned and accounting for a third of its international presence.
Strong sales at its Outback unit helped Bloomin’ Brands post second-quarter profit of $32.2 million, up
22% from a year earlier. Over the past year, its shares have risen about 31%.
Selling sirloin steaks in Brazil, one of the world’s largest beef producers, might appear to be like
taking coal to Newcastle. But Brazilians have developed a taste for U.S. restaurant chains, in part
because they increasingly travel to North America. The U.S. is the No. 1 foreign destination for
Brazilians, with nearly 2.3 million visiting in 2014, more than triple the tally for 2007, according to
U.S. government figures.
Elisama Lorenzo, 42 years old, said her children like the novelty and perceived cachet of eating at
American-style places. They recently stopped for burgers at the newest Johnny Rockets location in a Sao
Paulo mall, where lunchtime waits at the 1950s-themed diner can reach an hour or more.
“I come to the American places because my daughters insist,” Ms. Lorenzo said.
Still, it takes more than a U.S. nameplate to be successful abroad, says Charles Bruce, president and
chief executive of Johnny Rockets Group Inc. Owned by the private-equity firm Sun Capital Management,
the Aliso Viejo, Calif., chain operates in 27 foreign markets, which are home to about 40% of the
company’s 340 stores. Its Brazilian franchisee currently has nine locations, with three more planned
this year.
Mr. Bruce said Johnny Rockets looks for franchisees with retail experience, real-estate acumen and the
financial means to open multiple units, which can cost anywhere from $500,000 to $750,000 each. Such
operators tend to have the wherewithal to weather economic downturns.
There can also be advantages to setting up a business during tough times, such as those now bedeviling
Brazil, a market known for its high costs and red tape. Real estate, among the biggest expenses, has
become more affordable. And rising unemployment has made hiring qualified workers easier.
“You’ll probably get better employees, and they’ll stick with you,” Mr. Bruce said.
The number of franchised food chains operating in Latin America’s biggest economy has almost doubled
since 2009 to a total of 685 chains at the end of 2014, according to the Brazilian Association of
Franchisees. The group couldn’t provide a breakdown by country of origin, but confirmed that the
presence of U.S. brands is growing.
Papa John’s International Inc. was among the U.S. chains trying to recruit operators at a recent
franchise fair in Sao Paulo. The Kentucky-based pizza chain already has stores in Chile and Colombia.
It is now looking to break into South America’s largest market, where pizza has long been a staple,
thanks to waves of Italian immigrants.
“Brazil is a logical next step for us,” said Michael Measells, vice president of international business
development for Papa John’s. “The pizza-eating demographic here is huge.”
Still, a big market doesn’t ensure success. Arcos Dorados Holding Inc., which operates more than 2,100
McDonald’s restaurants in Latin America and the Caribbean, has struggled with a weakened currency and
declining foot traffic in Brazil, which accounts for roughly half its sales. The Buenos Aires-based
company recently posted a $7 million profit for the second quarter, following losses in both the year-
earlier period and this year’s first quarter. Second-quarter revenue for its Brazil unit dropped 24%,
hurt in part by the depreciation of Brazilian real.
Dunkin’ Brands Group Inc. closed its doughnut shops in Brazil in 2005 because of problems with its
franchising model and a weak supply infrastructure, company officials said.
The doughnut chain returned this year with an ambitious plan to open 150 stores in the next few years.
It has retooled its franchising and supply models, and it tweaked its menu to appeal to Brazilian
tastes.
Its first new store in Brazil’s capital of Brasilia has attracted long lines of customers since it
opened in May. DaianaKmiecik, 27, a congressional aide, braved the queue on a recent afternoon. “It’s
my third time here, but they had run out of doughnuts the other two times,” she said. “I think I’ll buy
a box with a dozen.”
—
Paulo Trevisani contributed to this article.
Credit: By Jeffrey T. Lewis and RogerioJelmayer
(c) 2015 Dow Jones & Company, Inc. Reproduced with permission of copyright owner. Further reproduction
or distribution is prohibited without permission.
Indexing (details)
Subject
Restaurants;
Fast food industry;
Pizza;
Advantages;
Franchisees;
Rockets
Location
United States–US, Brazil, South America
Company / organization
Name:
Dunkin Donuts Inc
NAICS:
533110, 722515;
Name:
Papa Johns International Inc
NAICS:
533110, 722513
Title
Business News: Brazilians Welcome U.S. Fast Food
Author
Lewis, Jeffrey T; Jelmayer, Rogerio
Publication title
Wall Street Journal, Eastern edition
Pages
B.11
Publication year
2015
Publication date
Aug 15, 2015
Year
2015
Publisher
Dow Jones & Company Inc
Place of publication
New York, N.Y.
Country of publication
United States
Publication subject
Business And Economics–Banking And Finance
ISSN
00999660
Source type
Newspapers
Language of publication
English
Document type
News
ProQuest document ID
1704023305
Document URL
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1704023305?accountid=3783
Copyright
(c) 2015 Dow Jones & Company, Inc. Reproduced with permission of copyright owner. Further reproduction
or distribution is prohibited without permission.
Last updated
2015-08-15
Database
The Wall Street Journal