Country Notebook Research Project

Assigned Country: Sweden Conduct an external environmental analysis for the purpose of developing a country notebook. The country will be evaluated as a potential target for entry by Dunkin’. The notebook will contain the following sections: an executive summary, a cultural analysis, a political analysis, an economic analysis, a target market analysis and a competitive market analysis. The conclusion of the project should be a recommendation of whether Dunkin’ should enter the country. For more details about the project, please see the more detailed project description provided (attached) Multiple sources should be sought and cited for each section. In cases where conflicting or inconsistent information is found, the notebook should include both sets of information; in addition, the student should state which set of information he/she will be relying upon in the analysis of the impact the information would have upon marketing strategy. Please note that although there are SWOT analyses for different companies and industry analyses, these alone will not be sufficient for successfully completing the project. It is expected that you will rely primarily upon articles from trade publications, The Wall Street Journal, international newspapers and industry reports to complete the assignment. Multiple sources should be sought and cited for each section of the notebook. In cases where conflicting or inconsistent information is found, the notebook should include both sets of information; in addition, the student should state which set of information he/she will be relying upon in the analysis of the impact the information would have upon marketing strategy.

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