14 Jul Imagine that you are a Global Marketing Analyst working for a company that plans to expand internationally

Activity Overview

Imagine that you are a Global Marketing Analyst working for a company that plans to expand internationally. Senior management has asked you to evaluate potential markets and recommend the best country for expansion.

Using Statista as your primary secondary data source, you will analyze and compare three countries and identify the market that offers the strongest opportunity for growth.

This activity focuses on the concepts covered in Chapter 6, including:

Secondary data collection

Information requirements

Unit of analysis

Market opportunity assessment

Data analysis and interpretation

Presentation of market research findings

Instructions

-Step 1: Select an Industry

Choose one of the following industries:

Electric Vehicles

Smartphones

Streaming Services

Athletic Footwear

Fast Food

Coffee Industry

Cosmetics

Video Gaming

E-Commerce

Renewable Energy

You may select another industry with instructor approval.

-Step 2: Select Three Countries

Choose three countries to compare.

Examples:

United States, Germany, and India

Mexico, Brazil, and Canada

Japan, South Korea, and China

Step 3: Conduct Market Research Using Statista

Use Statista to collect data for each country.

Gather at least four market indicators for all three countries. Examples include:

Market revenue

Number of consumers/users

Market growth rate

Consumer spending

Market penetration

E-commerce penetration

Internet users

Industry-specific statistics

Use current and relevant data whenever possible.

Chapter 6 emphasizes the importance of using multiple indicators rather than relying on a single measure when evaluating market opportunities.

Step 4: Create a Comparative Table

Create a table similar to the example below.

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Step 5: Analyze the Data

Answer the following questions:

Which country appears to offer the strongest market opportunity?

What data supports your conclusion?

Which indicators were most important in your decision?

What risks or challenges may exist in the selected market?

Is the market:

Existing

Latent

Incipient

Explain your reasoning using concepts from Chapter 6.

Step 6: Develop a Recommendation

Based on your analysis, recommend one country for expansion.

Your recommendation should:

Identify the country selected

Explain why it is the strongest market opportunity

Support conclusions with data collected from Statista

Discuss possible risks and opportunities

Include at least two visualizations (charts, graphs, or infographics)

Deliverables

Submit the following:

1. Comparative Market Research Table

A completed table comparing at least three countries using four or more market indicators.

2. Executive Summary (300–400 Words)

Your executive summary should include:

Industry selected

Countries analyzed

Major findings

Recommended country

Justification supported by market data

3. Presentation

Option B: Presentation

Create a 5 slides presentation including:

Industry overview

Country comparison

Data analysis

Recommendation

Visualizations

4. Evidence of Statista Research (Required)

To verify the use of Statista, must submit:

Screenshots

Include a minimum of three screenshots showing the specific Statista statistics used in the analysis.

Each screenshot must clearly display:

Statistic title

Data source information (if available)

Country analyzed

Date accessed

References Page

Include a final slide or separate page titled:

“Statista Sources and Evidence”

The page must contain:

Screenshots

Source links

Proper citations in APA format

5. Reflection (150–200 Words)

Answer the following question:

How did the use of secondary data from Statista influence your market-entry recommendation? What additional primary research would you conduct before making a final business decision?

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