Country Research and Analysis - 46 marks total

Provide high-level information, based on facts and analysis, as well as comments and observations relevant to this specific company and product. Based on what you learn - think specifically about barriers and opportunities.

• History and geography - 8 marks
  • How do they specifically impact business, trade, and consumers?
• General economic conditions - 6 marks
  • Be sure to consider average and scope of consumer income levels, currency, how this country compares to their region and the world
• Market size and segmentation - 8 marks
  • Include statistics (actual #'s) for country population, segments and key demographics, comment on market/segment size and opportunity overall and specific to this product (ie. which segment(s) would you target?)
• Literacy and Education - 4 marks
  • Summary info and only include details and stats if relevant and if they will impact marketing effectiveness
• Government and Political Climate - 6 marks
  • Review and consider parties, stability, consumer and business laws, and overall impact on business and consumer
• Cultural Factors - 10 marks
  • Consider all elements of culture and how these factors influence businesses and consumers and their behaviour and motivations.
  • Comment on how culture might affect the acceptance of this product, or not
• Technology - 4 marks
  • How technologically advanced is this country? Consider and comment on consumer and business access to and use of technology.

Product: Dare maple leaf cookies

Country: Italy