International and Global Marketing

        As the Marketing Director of a small family business based in your home country that manufactures high quality food products, you have been tasked to develop a new international market for these products. The company is considering entry to a major European country and has requested some initial advice from you.  Your summary for the family’s Board of Directors should highlight the key macro-environmental areas that the business needs to consider before expanding into a new market and then, using your macro-environmental analysis, recommend a market that proves to be the best opportunity for development.     A) Explain the four most important macro–environmental (PESTLE) factors that the family business will need to consider when marketing to a new European country. B) Based on the findings of your individual and group research, what specific recommendations would you give the family business to standardise or adapt the marketing mix for the proposed new target audience in the European market that you have chosen.