Discussion 1 Week 2



Prior to beginning work on this discussion, Review Chapter 4: Social and Cultural Environments, Chapter 5: The Political, Legal, and Regulatory Environments, Chapter 6: Global Information Systems and Market Research and browse through all three categories in Procter & Gamble’s Brands (Links to an external site.) web page.

Part 1: Surviving Global Environments

Assume you are the global marketing VP of Coca-Cola or Pepsi-Cola, two highly successful global brands. Select one of the two companies and a country to operate in. The following videos will help you to gain some insight on the companies. You will be referring to your required readings to answer the discussion questions listed below.

Davos 2011 – Muhtar Kent, CEO, Coca-Cola (Links to an external site.)SuccessStory: PepsiCo (Links to an external site.)

Address the following questions and support your answers using theories discussed in Chapter 4 and Chapter 5 of your text. Explain the country’s society and their culture. What are the differences and similarities of their culture to the culture of the United States?

  1. Determine what social, cultural, political or legal/regulatory characteristics you would need to take advantage of to avoid unneeded and costly adaptations of the marketing mix. Using examples, what theories in Chapter 4 support your conclusions?


  1. Create a short SWOT analysis and list three key points in each area of your SWOT that you believe are most important to understand and recognize for successfully sustaining your brand and business in that country. Focus primarily on global environment criteria related to your company (i.e., economic, trade, social and cultural, political, legal, and regulatory environments).



Part 2: Defining the Market Research Process

Although we may be very familiar with Procter & Gamble’s (P&G) many brands, there are still some opportunities for P&G to expand throughout the world where their brands are not yet well known.

  • Select one P&G brand that would potentially face a latent market in a certain country, region, or local area around the globe.
    • Discuss your rationale for choosing the brand and how it falls under this category.
  • Choose three analytical techniques employed by global marketers.
    • Summarize each of the techniques and why you think these are the most beneficial to the global market.


Your initial discussion post should be 250 words. Do not forget to cite your textbook and any other sources used to support your ideas. You may refer to Ashford University Writing Center’s APA Style (Links to an external site.) resource.



Required Resources


Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com

  • Chapter 4: Social and Cultural Environments
  • Chapter 5: The Political, Legal, and Regulatory Environments
  • Chapter 6: Global Information Systems and Market Research


Wingfield, N. (2018, January 21). Inside Amazon Go, a store of the future (Links to an external site.)The New York Times. Retrieved from https://www.nytimes.com/2018/01/21/technology/inside-amazon-go-a-store-of-the-future.html


amazon. (2016, December 5). Introducing Amazon Go and the world’s most advanced shopping technology (Links to an external site.) [Video File]. Retrieved from https://youtu.be/NrmMk1Myrxc

SAP SuccessFactors. (2013, October 28). SuccessStory: PepsiCo (Links to an external site.) [Video file]. Retrieved from https://youtu.be/gsloNjOI-j0

World Economic Forum. (2011, January 6). Davos 2011 – Muhtar Kent, CEO, Coca-Cola (Links to an external site.) [Video file]. Retrieved from https://youtu.be/yWzq_BJQfHM

Web Page

Procter & Gamble. (n.d.). Brands (Links to an external site.). Retrieved from https://us.pg.com/brands/

  • This web page provides a list with information about product brands that are part of the Procter & Gamble (P&G) company and will assist you in your Surviving Global Environments and Defining the Market Research Process discussion this week.
    Accessibility Statement does not exist.
    Privacy Policy(Links to an external site.)


Recommended Resources


Alux.com. (2017, March 31). 15 things you didn’t know about Pepsi (Links to an external site.) [Video file]. Retrieved from https://youtu.be/WSitLk5sc2s

ThoughtCatalyst. (2017, October 5). The secret behind Coca-Cola marketing strategy (Links to an external site.) [Video file]. Retrieved from https://youtu.be/XhMVWzVXNNk

  • This video discusses Coca-Cola’s history and global marketing strategies, including the “happiness” and “share a coke” campaigns, and may assist you in your Surviving Global Environments and Defining the Market Research Process discussion this week. This video has closed captioning and a transcript.
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