The External Marketing Environment in the Global Marketplace

Before you start this Assignment, make sure you have reviewed the SWOT tutorial located in the Reading area.

In your Discussion you addressed entering the U.S. market from abroad. Now in this Assignment, you will take a look at the global

marketplace in which, thanks to the Internet, even small companies can participate.

The external marketing environment is full of opportunities and threats that can have a profound effect on the success or failure of a

company, a brand, or a product in the global marketplace. Although the external marketing environment is largely uncontrollable,

marketers must always be aware of the many forces that may impact the business. Marketers conduct due diligence for the business by

scanning the environment for social, demographic, economic, technological, political, legal, and competitive opportunities or threats.

In this Assignment, you will practice scanning the global marketing environment for opportunities or threats to an organization.

In this Assignment, you will be conducting an environmental analysis as a new marketing associate for a car sharing busines

Instructions:
Examining the external environment for opportunities and threats to a company, brand, and product is an essential step in the

development of a marketing strategy. As a new marketing associate with U Drive Transport, you are tasked with examining the global

marketplace for expansion opportunities and threats.
Step 1.Use the template starting on page 2 to execute this task.
Step 2.To begin the process, choose oneregion of the world by visiting:http://www.state.gov/countries
Step 3.Choose one (1) country within your chosen region of the world. Locate one (1) major city center within your chosen country and

examine the external marketing environment for opportunities and threats.
Step 4.Using Chapters 4 and 5 in the textbook to inform your understanding of the sixfactors of the external environment in the global

marketplace, examine the opportunities and threats to the company, brand, and product of U Drive Transport in your chosen major city

center. Be sure to use the marketing language found within Chapters 4 and 5 of your textbook to explain your findings.
Step 5. Based on the findings of your external environmental analysis, write a 500 word business memo to the owners of U Drive

Transport discussing why the company should or should not consider expanding into the country you chose to examine. Be sure to

useChapter 5 of the textbook to inform your understanding of global marketing. Apply the marketing language in your writing. You must

examine the external marketing environment before writing the business memo.
U Drive Transport
Name:
Date:
Unit 4 Assignment: External Environmental Analysis
U Drive Transport External Environmental Analysis
World Region: Country:
Major City Center:
1. Social External Environmental Factors (Hint: Do the threats first.)
Opportunities:

Threats:

Resources: http://www.state.gov/e/eb/eppd/csr/index.htm
2. Demographic External Environmental Factors (Hint: Do the threats first.)
Opportunities:

Threats:

The U.S. Census International Data Base is located at: http://www.census.gov/population/international/data/idb/informationGateway.php

3. Economic External Environmental Factors (Hint: Do the threats first.)
Opportunities:

Threats:
4. Technological External Environmental Factors (Hint: Do the threats first.)
Opportunities:

Threats:

5. Political and Legal External Environmental Factors (Hint: Do the threats first.)
Opportunities:

Threats:

Resources: The World Factbook
6. Competitive External Environmental Factors (Hint: Do the threats first.)
Opportunities: Opportunities: (Do the threats portion first, and then figure out how the threats provide an opportunity for U Drive to

better compete with competing companies.)

Threats: Threats (What threats does the competition pose to U Drive Transport? Search for competitors by inserting “car rental

companies” in your browser):
References
Central Intelligence Agency. (2014). The world factbook. Retrieved fromhttps://www.cia.gov/ library/publications/the-world-factbook
U.S. Census Bureau. (2013, December). International programs: International data base. Retrieved from

http://www.census.gov/population/international/ data/idb/informationGateway.php
U.S. Department of State. (2014). Corporate Social Responsibility. Retrieved from http://www.state.gov/e/eb/eppd/csr
U.S. Department of State. (2014).Regions. Retrieved from http://www.state.gov/countries

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