New Market Entry and Culture : Using Data Analytics to Expand a Toy Business / Claire Hobson.

Format:

Book

Author/Creator:

Hobson, Claire, author.

Lanham-New, William, author.

Language:

English

Subjects (All):

Consumers' preferences.

Marketing research.

Physical Description:

1 online resource

Other Title:

New Market Entry and Culture

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc, 2024.

Summary:

This Data Challenge analyzes the feasibility of Brix, a construction toy company owned by Matt Campbell, expanding into Asia and building on the success of their business in Europe. Matt calls on the expertise of his Graduate Marketing Executive, Charlotte Nicks, to analyze data to establish the business potential and to navigate the cultural differences they may experience if they decide to launch. Charlotte must make recommendations to Matt regarding which Asian countries they should target first. Students will be expected to use a range of data analysis tools, including content analysis, narrative analysis, descriptive statistic methods, and inferential statistic methods. They can work in groups to present their findings as if they are Charlotte presenting to Matt. This will help develop further soft skills that are vital for students' growth and preparation for future work. This Data Challenge is appropriate for undergraduate students, particularly those studying Business Management, Marketing, Consumer Behavior, Marketing Research/Research Methods, and taking related courses.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-7027-5

9781071970270

OCLC:

1463994374