Week 5 DQ 1: Marketing Channels:
- Analyze the challenges that organizations face in the effective transition between selling products using the traditional brick and mortar marketing channel and selling products online. Synthesize the strategies that organizations like Zara and Wal-Mart- two companies that are having difficulty developing eCommerce capability can implement to increase the effortless movement of customers between the traditional and online channels.
- What are the benefits and limitations of selling through a store front and online?
Week 5 DQ 2: Going Global
Identify the strategies for entering into the global market. Assess the strengths and limitations of each. Give an example of a company that has made a success of doing business in the global economy. What lessons from McDonald’s success in the global marketplace are transferable across industries?
Week 5 Assignment: Marketing in a Global Economy
Marketing in a Global Economy. Review the following article:
Faris, S. (2012). Grounds zero: A Starbucks-free Italy. Bloomberg Businessweek. Retrieved from Proquest.
According to the article, Italy poses a “reputational risk” for Starbucks. In a 2-3 page paper, examine some of the challenges Starbuck’s faces in addressing that risk. Determine whether there is a strategic advantage to entering the Italian market. How should competitor’s marketing strategies inform and influence Starbuck’s entry into this new market? Should it even enter Italy at all?
Paper must be in the correct APA writing style and include a minimum of 2-3 resources, in which one resource must be peer reviewed
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