Activity Overview
Imagine that you are a Global Marketing Analyst working for a company that plans to expand internationally. Senior management has asked you to evaluate potential markets and recommend the best country for expansion.
Using Statista as your primary secondary data source, you will analyze and compare three countries and identify the market that offers the strongest opportunity for growth.
This activity focuses on the concepts covered in Chapter 6, including:
Secondary data collection
Information requirements
Unit of analysis
Market opportunity assessment
Data analysis and interpretation
Presentation of market research findings
Instructions
-Step 1: Select an Industry
Choose one of the following industries:
Electric Vehicles
Smartphones
Streaming Services
Athletic Footwear
Fast Food
Coffee Industry
Cosmetics
Video Gaming
E-Commerce
Renewable Energy
You may select another industry with instructor approval.
-Step 2: Select Three Countries
Choose three countries to compare.
Examples:
United States, Germany, and India
Mexico, Brazil, and Canada
Japan, South Korea, and China
Step 3: Conduct Market Research Using Statista
Use Statista to collect data for each country.
Gather at least four market indicators for all three countries. Examples include:
Market revenue
Number of consumers/users
Market growth rate
Consumer spending
Market penetration
E-commerce penetration
Internet users
Industry-specific statistics
Use current and relevant data whenever possible.
Chapter 6 emphasizes the importance of using multiple indicators rather than relying on a single measure when evaluating market opportunities.
Step 4: Create a Comparative Table
Create a table similar to the example below.
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Step 5: Analyze the Data
Answer the following questions:
Which country appears to offer the strongest market opportunity?
What data supports your conclusion?
Which indicators were most important in your decision?
What risks or challenges may exist in the selected market?
Is the market:
Existing
Latent
Incipient
Explain your reasoning using concepts from Chapter 6.
Step 6: Develop a Recommendation
Based on your analysis, recommend one country for expansion.
Your recommendation should:
Identify the country selected
Explain why it is the strongest market opportunity
Support conclusions with data collected from Statista
Discuss possible risks and opportunities
Include at least two visualizations (charts, graphs, or infographics)
Deliverables
Submit the following:
1. Comparative Market Research Table
A completed table comparing at least three countries using four or more market indicators.
2. Executive Summary (300–400 Words)
Your executive summary should include:
Industry selected
Countries analyzed
Major findings
Recommended country
Justification supported by market data
3. Presentation
Option B: Presentation
Create a 5 slides presentation including:
Industry overview
Country comparison
Data analysis
Recommendation
Visualizations
4. Evidence of Statista Research (Required)
To verify the use of Statista, must submit:
Screenshots
Include a minimum of three screenshots showing the specific Statista statistics used in the analysis.
Each screenshot must clearly display:
Statistic title
Data source information (if available)
Country analyzed
Date accessed
References Page
Include a final slide or separate page titled:
“Statista Sources and Evidence”
The page must contain:
Screenshots
Source links
Proper citations in APA format
5. Reflection (150–200 Words)
Answer the following question:
How did the use of secondary data from Statista influence your market-entry recommendation? What additional primary research would you conduct before making a final business decision?
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