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marketing_homework_rubric__unit_4.pdf
unit4_external_environmental_analysis.docx
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The External Marketing Environment in the Global Marketplace
Assignment 4 Scenario:
The car sharing business has grown in popularity throughout the world in densely populated
major city centers. As the new marketing associate for U Drive Transport, you are tasked with
conducting a thorough environmental scan of the global marketplace to identify and analyze any
opportunities or threats to the company, brand, and the product. To familiarize yourself with the
car sharing industry, visit the websites of a few direct competitors of the company:
● Perform a search for “car sharing” on the Internet and look at two other competitors.
Directions for Executing this Assignment:
To complete this Assignment, respond to the following checklist:
•
•
Watch the video on U Drive Transport: Click Here
Download and complete the Environmental Analysis Template located on the Resources
Icon.
Directions for Submitting this Assignment:
Review the grading rubric below before beginning this activity. For additional help with your
writing and APA citation, please visit the Kaplan University Writing Center accessed in the
home area of this course. Compose your Assignment as a Microsoft Word document and
save it as (Example: TAllen-MT219 Assignment-Unit 4.docx). Submit your file by selecting
the Unit 4: Assignment Dropbox by the end of Unit 4.
Unit 4 Assignment:
Percent
possible
Points
possible
The External Marketing
Environment
Content per Checklists
Answer provides complete
information demonstrating
analysis and critical
thinking:
Indicates region, one major
city, and the country.
1. Provides the Social
External Environmental
Factors:
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
2. Provides the
Demographic External
Environmental Factors:
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
3. Provides the Economic
External Environmental
Factors:
100%
50
80%
20%
20
10%
10
10%
10
10%
10
10%
10
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
4. Provides the
Technological External
Environmental Factors:
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
5. Provides the Political and
Legal External
Environmental Factors:
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
Points
Earned
Comments
6. Provides the Competitive
External Environmental
Factors:
10%
10
10%
10
80%
40
Grammar and spelling
8%
8
Responses are concise and
direct
7%
7
Reference list and citations are
provided
5%
5
Subtotal:
20%
Provides Opportunities and
Threats to U Drive and brand
using appropriate resources.
7. Includes a 500-word memo
discussing why the company
should or should not consider
expanding into the country you
chose based on your external
marketing environment
analysis.
Subtotal:
Percent
Your Assignment Score:
100%
10
Total
Points
possible
50
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 one region 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 six factors 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.
Scroll down to access the analysis template.
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 from https://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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