Marketing research report

MKTG 4443 – Marketing research report
Assume that you work for the Chief Marketing Officer (CMO) of California Pizza Kitchen. Your boss had a recent success in Chile and wants to you to explore new territory in Latin America. This time, Mexico. Her idea is to start small and test that market by selling frozen pizzas, not opening a restaurant yet. She is giving you seven weeks to come up with a report that tackles the following topics:

Part 1.
Place: Apply a PEST analysis to assess Mexico’s Political, Economic, Socio-cultural, and Technological development. Assume that I know the basics of the country. Focus on data that can help you figure out if Mexico is the right fit for CPK and vice versa. For example, is Mexico friendly to foreign investment, is it economically and politically stable, does it have trade agreements with its main trade partners, do they promote foreign direct investment, how would you describe Mexican culture in terms of their language, religion, and attitude to foreign cultures, etc. (20 points).

Content:
a) Political – ½ page
b) Economic – 1 ½ page
c) Socio-cultural – ½ page
d) Technological development – ½ page
e) References – 1 page
Total: 4 pages
Formatting guidelines
Part 1 must be 3 pages of content and 1 page of references. Do not include a cover page.
You must cite the book and at least 5 external sources provided in this syllabus using APA style formatting. Use Times New Roman 12, double-spaced.
Do not cite Wikipedia or Investopedia! Other reliable sources are national newspapers, official government websites, business magazines such as Inc.com, fastcompany.com, Harvard Business Review hbr.org, and The Economist.
To be successful, make sure you address all the issues described above. Before submitting the PEST analysis, carefully read the rubric on Moodle.

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