Global Marketing

Global marketing
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Global Marketing 1
Executive summary
The aim of report is to determine market opportunities as well as threats that real business will
find in the market for performing their business operations as well as for marketing of the
products. The business that has been selected for the evaluation is Byron Bay Cookie Company
in market of China where the scope of business expansion is high. It has been found that China
has wide range of opportunities and some threat that can be witnessed by the company. It is
recommended to business to enlarge their business after evaluating entire opportunities and
threats.

Global Marketing 2
Contents
Introduction......................................................................................................................................3
Overview of business...................................................................................................................3
Selected market - China...................................................................................................................4
Environmental factors......................................................................................................................4
Political and legal factors.............................................................................................................4
Economic and financial environment analysis............................................................................6
Social and cultural environment analysis....................................................................................8
Technological environment analysis...........................................................................................9
Conclusion and Recommendations................................................................................................11
References......................................................................................................................................12

Global Marketing 3
Introduction
In the current business environment, the companies are willing to enlarge their corporate in the
diverse markets by grabbing opportunities in the market. The report has been prepared on Byron
Bay Cookie Company who has decided to examine different market opportunities for possible
international promotion as well as sale of their goods in China market. These opportunities and
threats are evaluated because it leads to influence in market entry of Byron Bay Cookie
Company. The strategic analysis has been conducted which include the analyses of the
environment factors that consist of economic and financial, political and legal; social and
cultural; and technological of company in new market that is China. In the end of report,
recommendations are given to business for market of China which include either they should
enter the market or not.
Overview of business
Byron Bay Cookies is considered as Australia's Original Cafe Cookie who is offering their
products and services in marketplace over 25 years. The company have been a staple in the
Australian café and this is the reason it is well known for glass cookie jars that are originated on
thousands of café as well as gourmet deli counters within Australian market. The company came
into the existence in the year 1990 with the small nation country house in hinterland of Byron
Bay. The company is known for the old family formula in hand and was original creators
including Maggi and Gary started investigating with the local components to bake cookies within
the native marketplaces under name of Pickles, Pies and Petticoats.