Academic Paper - Research - DUE BY 5/12/13 AT 5PM

Section 5: Global brand expansion When global marketers enter a foreign country, they must perform an environmental scanning of what current products may already be in the marketplace. Global marketers need to understand what product features can be positioned in a given market to serve and satisfy global customer needs and preferences with unique features and superior competitive advantage in the global marketplace. Required Reading: Kotabe, M., & Helsen, C. (2011), Chapters 2, 3, 5, 15 Web Site: C.K. Prahalad in "The Last Market" Assignment 6 Paper- Environmental scan before global expansion Develop a Marketing Plan for Entering a New Market: In this paper, analyze a brand that has expanded globally and critically evaluate the brand’s current competitive marketplace. For example, before Starbucks entered Japan, what other coffee shop offerings existed? Choose a product that currently is not offered in a country, for example taking the Cheesecake Factory Restaurant chain into the U.K. Conduct a thorough evaluation of the current competitive marketplace, focusing on the success of other United States restaurant chains that have entered the marketplace previously. Next, develop a comprehensive marketing plan to discuss marketing strategies to enter the chosen market. Analyze consumer needs and expectations and discuss product plan, pricing strategy, distribution programs, and promotion. Discuss the adjustments you intend to make in the 4Ps to respond to customer needs and cultural differences of the country/location of new business venture. Provide rationale and justification for the recommended strategy using appropriate references. Length: 5-7 pages (app. 350 words per page) 5 pages is fine. NEED 3 PEER REVIEWED RESOURCES IN ADDITION TO WEBSITE LISTED.