Contemporary Marketing (MindTap Course List)
Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
Question
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Chapter 3, Problem 1ALR
Summary Introduction

To discuss: The reasons environmental scan an important activity for marketers.

A marketer is an individual, whose obligations incorporate the recognition of the goods and services wanted by a group of purchasers, in addition to advertising of those products and services for an organization.

Expert Solution & Answer
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Explanation of Solution

Environmental scanning is the procedure of gathering data about the exterior marketing condition to recognize and translate potential latest developments. It is critical to marketers since it causes them to examine data and choose whether these developments speak to circumstances or dangers to the organization. They would then be able to decide the best reaction to a specific environmental change or ecological change.

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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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