The External Marketing Environment in the Global Marketplace

Before you start this Assignment, make sure you have reviewed the SWOT tutorial located in the Reading area.

In your Discussion you addressed entering the U.S. market from abroad. Now in this Assignment, you will take a look at the global marketplace in which, thanks to the Internet, even small companies can participate.

The external marketing environment is full of opportunities and threats that can have a profound effect on the success or failure of a company, a brand, or a product in the global marketplace. Although the external marketing environment is largely uncontrollable, marketers must always be aware of the many forces that may impact the business. Marketers conduct due diligence for the business by scanning the environment for social, demographic, economic, technological, political, legal, and competitive opportunities or threats. In this Assignment, you will practice scanning the global marketing environment for opportunities or threats to an organization.

In this Assignment, you will be conducting an environmental analysis as a new marketing associate for a car sharing business.

The External Marketing Environment in the Global Marketplace

Assignment Scenario:

The car sharing business has grown in popularity throughout the world in densely populated major city centers. As the new marketing associate for U Drive Transport, you are tasked with conducting a thorough environmental scan of the global marketplace to identify and analyze any opportunities or threats to the company, brand, and the product. To familiarize yourself with the car sharing industry, visit the websites of a few direct competitors of the company:

Perform a search for "car sharing" on the Internet and look at two other competitors.

Directions for Executing this Assignment:

To complete this Assignment, respond to the following checklist:

Watch the video on U Drive Transport: Click Here

Download and complete the Environmental Analysis Template located on the Resources Icon.

Directions for Submitting this Assignment:

Review the grading rubric below before beginning this activity. For additional help with your writing and APA citation, please visit the Kaplan University Writing Center accessed in the home area of this course.