Following your graduation from The University, you are offered a Marketing Research position with a large national corporation which is considering expanding into global markets. The current product line is directed toward adults between the ages of 25 and 64. Considering your background in Marketing Research and your interest in the international arena, your first assignment is to identify countries that offer the greatest potential for the company. The President of the corporation encourages you to complete your review based strictly on current populations and projected growth in the next thirty five years to the year 2050. However your boss, who is the Vice-President of Marketing, while acknowledging the importance of population numbers and demographics suggests that you broaden your research to include economic factors as well. The president agrees. You meet with both individuals and recommend two separate reports for their review and further analysis. (Note – some of the additional analysis will be included on your final exam.)
The first report based on current populations, age demographics and projected population growth requires a spread sheet to include a listing of the Top Twenty countries in the world based on current population numbers and the following information:
A column showing the most recent population numbers (2014)
A column showing the rank in the top twenty based on current population numbers
The current population of two separate age groups:
Between 15 and 24
Between 25 and 64
Please include the actual numbers and the percentage of the population – some math required.
A column showing the projected population in the year 2050
A column showing the projected rank of the top twenty (some countries may need to be added to the bottom) and world ranking of the original top twenty (some analysis required)
The number of Internet Users in 2014 for the countries in column one and the percentage of penetration of internet users
The overall internet usage rank of the top twenty counties by population based on penetration percentages not on the actual number of internet users.
While there is some overlap to the two reports, the second report focuses more on economic conditions and there significance to international expansion. This report also requires a spread sheet that starts with a listing of the top twenty countries in the world ranked in order based on the Gross Domestic Product (GDP) /per capita income. This report should include the following:
A column showing the GDP in millions and American Dollars (World Bank data)
The numerical Rank based on GDP
A column showing the GDP(nominal)/Per Capita Income for the Top Twenty (World Bank data)
A column showing the overall world ranking for the top twenty (column one)
Countries based on PCI*
A column showing the unemployment percentage for each of the countries in column one*
A column showing the countries unemployment rankings in the top twenty
A column showing the percentage of the population falling below the poverty rate for the countries in column*
A column showing the countries poverty ranking in the top twenty
*For analytical, educational and informational purposes, you should print out and retain lists of the top 50 countries of the world based on:
Per Capita Income
Unemployment Rates
Poverty Levels
Finally, it is a given that you will continue to market your products in the United States. Therefore despite its inclusion in your analytical reports, it cannot be included in your any of your three summary reports required below.
Based on the first report which considers populations and demographics identify the top three countries you would recommend for expansion and briefly explain why. Do not include the United States.
Based on the second report which is based more on economic factors, identify the top three countries you would recommend for expansion and briefly explain why. The United States should not be included.
Analyze both reports and indicate which three countries you would recommend overall.
Please make a copy of your reports and documentation as you may find them useful in the future.
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