Identify a large company (Airbnb) to analyze and formulate its global marketing strategy

Prior to beginning work on this assignment, review Chapter 4: Social and Cultural Environments, Chapter 5: The Political, Legal, and Regulatory Environments, and Chapter 6: Global Information Systems and Market Research. Watch the BUS622 Week Two | AssignmentLinks to an external site. video with Steve Forbes and the BUS622 Week TwoLinks to an external site. video with the Program Chair for BA of Operations and Analysis, Bill Davis.

This assignment will give you a head start for your Week 6 – Final Paper that will be completed at the end of the course. As Part 1 of this assignment, you will choose a “mentor company” that you will refer to throughout this course.

In your paper,

· Identify a large company (Airbnb) to analyze and formulate its global marketing strategy.

Under an Environmental Analysis heading,

· Construct an environmental analysis for your chosen company in the global arena and regarding the below factors:

· economic

· trade

· social and cultural

· sustainability

· political, legal, and regulatory

Under a General Strategy heading,

· Choose the appropriate option:

· (1) Identify a country in one of the following regions for your company to expand to, based on your environmental analysis:

· Latin America

· Middle East

· Africa

· (2) Identify if your company has already expanded into the country you select in the regions listed above.

· Examine their global marketing strategy in that area.

· Formulate your own successful strategy.

· Explain your rationale for selecting the country in one of those regions.

· Explain how the following criteria in that selected region, and particularly in your selected country, were incorporated into your rationale:

· demographic

· economic

· trade

· social factors

· cultural factors

· legal factors

· political factors

Consider reviewing Company Research in the UAGC LibraryLinks to an external site. and Country Profiles in the UAGC LibraryLinks to an external site. tip sheets to assist you with your assignment.

The Global Marketing Plan Part 1 paper

· Must be four to five double-spaced pages of text in length (not including title, abstract, visuals, and references pages) and formatted according to APA style as outlined in the Writing Center’s  APA Style Links to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft Word Links to an external site. resource.

· Must include a separate title page with the following:

· Title of paper in bold font

· Space should appear between the title and the rest of the information on the title page.

· Student’s name

· Name of institution (The University of Arizona Global Campus)

· Course name and number

· Instructor’s name

· Due Date

· Page 2 Abstract (if your instructor requires) or intentionally leave blank. Note: The abstract states main topics covered in the paper.

· Page 3 starts with the Executive Summary covers the highlights of the marketing plan and is considered a type of sales pitch. The paper continues into other topics with no page break.

· Must use at least two scholarly sources in addition to the course text, as well as citations for visuals.

· The Scholarly, Peer-Reviewed, and Other Credible Sources Links to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.

· Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper Links to an external site. guide.

· Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References List Links to an external site. resource in the Writing Center for specifications.

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