307MKT: You are a marketing consultant and have been asked to produce a set of recommendations on the key macroenvironmental factors: Global Marketing Casestudy, NUS, Singapore

You are a marketing consultant and have been asked to produce a set of recommendations on the key macroenvironmental factors that may influence Starbucks’s success in China. You are required to:

1) Use secondary research sources to collect macro-environmental information about China’s markets using appropriate academic sources of information.
2) Produce a report that synthesizes the information collected through secondary research and critically evaluates these markets using relevant international marketing theories. The report should contain a set of recommendations to Starbucks which identifies opportunities and challenges in the company’s internationalization plan. Justify your recommendations and, where relevant, use examples to support your argument.