| University | Singapore Management University (SMU) |
| Subject | Global Marketing |
Part 1.
Analyze the internal environment of the company and its operations in the domestic market (Singapore). Insights from this analysis will help you evaluate the company’s current marketing strategies and potential motivations to expand to new international markets
- Relevant variables you may want to consider:
- History of the Company/brand
- Type of business & type and nature of industry
- The domestic marketing mix
- The domestic target customer (segmentation variables: demographic, psychographic, geographic, etc.)
- Size/amount of resources
- Degree of international knowledge/experience
- Existing international networks & operations
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