As a marketing consultant you have been asked to produce a set of recommendations on the key macro and micro-environmental factors that may influence Peroni’s success in the UK, Germany, Poland and the Czech Republic. You are required to:
1) Conduct a secondary research to collect information about these markets’ environment, using appropriate academic sources of information.
2) Produce a report that synthesises the information collected through desk research and critically evaluates the macro-environment in these markets using relevant international marketing theories. The report should contain a set of recommendations to Peroni which identifies opportunities and challenges in each of the markets. Justify your recommendations and, where relevant, use examples to support your argument.