DATE: November 12, 2006
SUBJECT: "Krispy Kreme Doughnuts Going Global?"
This memo contains the answers to Questions 1 through 4 from the International Marketing assignment titled, "Krispy Kreme Doughnuts Going Global?" The questions are offset in the shaded area and the answers are provided below each question.
(1) Where should Krispy Kreme go next? List the next ten countries they should enter in order of most viable. Describe the criteria you used to develop your list.
I identified, evaluated and ranked the countries in which I think Krispy Kreme should enter next. The results of the analysis are summarized below. The criteria, presented in order of their importance and followed by a narrative description are:
1. Political / Legal
Political / Legal
Political and legal considerations were given first priority in this analysis with primary emphasis given to whether a country's legal or political system prohibits or impedes foreign investment. If a country's political or legal system discouraged or prevented foreign investment, that country was disqualified from further consideration. Factors considered when assessing the political and legal environment:
1. Ease of doing business
2. Transparency International's Corruption Ranking
3. Relative political stability
4. Enforcement of ownership rights
5. Degree to which foreign investment is encouraged
A country's economic environment plays a significant role in the success of businesses operating within that country. Countries with struggling or shrinking economies were not included in the top ten ranking. Economic indicators and trends selected for this analysis:
1. Gross Domestic Product (GDP)
2. Gross National Income (GNI)
3. Market size (population and population density)
Assuming a country had a favorable political, legal and economic environment; its cultural environment was evaluated.... [continues]
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