The importance of the ways that culture and international events influence consumers’ activities

You are required to prepare an individual essay of 2400 words discussing the importance of the ways that culture and international events influence consumers’ activities. This is undertaken with respect to an American general retail company. They already own several retail chains in the South American market and want to expand throughout the continent, they wish you to undertake a report on the situation regarding the Venezuelan market. In doing so they have asked you to write a document which discusses the following: a) The macro analysis of Venezuela and the Venezuelan market including a PESTLE analysis. (45% of mark) b) Recommendations in relation to Marketing strategy, with specific commentary retail, supply chain economic issues and political considerations. (40% mark) c) Recommendations in relation to entry strategy in terms of whether they should or should not enter the Venezuelan market, and how to do so if recommended, or other market options if not. (5%) d) Coherency and Harvard referencing (10%) This is a 2,400 word assignment (+ or – 10%), assignments that go over the word count WILL have marks deducted. If you just research using just the recommended text from the reading list and/or base your essay on the lecture material alone you will not gain high marks. If you wish to gain higher marks you will need to engage in further reading using not just textbooks and but also articles, and you should read around the topics. Please ensure that you cite a minimum of TWELVE DIFFERENT ACADEMIC SOURCES (not handouts, websites or lecture notes) using the HARVARD referencing system (in text and as a bibliography). You must acknowledge ALL your source(s) and all work should be correctly referenced using the Harvard system, with a complete reference list at the end of the paper. A guide is on Moodle there are no excuses. You may include appendices, however, they serve only as a point of reference and NOT another way to write more. Please note, marks will not be given for appendices If you wish to include relevant images/ theoretical models to assist you in your explanation then do so. Please note that inclusion of any images or models will NOT be attributed any marks. Suggested Reading • Dibb, S., Simkin, L., Pride, W.M., and Ferrell, O.C., (2012), Marketing Concepts & Strategies, (6th Edition), Cengage Learning • Hooley, G., Piercy, N.F., and Nicoulaud, B., (2012), Marketing Strategy & Competitive Positioning, (5th Edition), FT Prentice Hall • Doole, I., and Lowe, R., (2012), International Marketing Strategy,( 6th Edition), Cengage Learning • Ferrell, O.C., and Hartline, M.D., (2014), Marketing Strategy Text and Cases,South Western Cengage Learning • Hollensen, S., (2012), Essentials of Global Marketing, Pearson • Hult, G.T.M., Pride, W.M., and Ferrell, O.C., (2013), Marketing Foundations, Cengage Learning • Lee, K., and Carter, S., (2012), Global Marketing Management, (3rd Edition); Oxford • McDaniel, C., Lamb, C.W., and Hair, J.F., (2013), Introduction to Marketing,( International Edition), Cengage Learning • Palmer, R., Cockton, J., and Cooper, G., (2007), Managing Marketing, Butterworth Heinemann