This research develops an international marketing plan. The target country is Mexico. The product is facsimile transmission machines (fax). The first section of this plan provides a pre entry environmental analysis, while the second section includes both a product specific environmental analysis, and an examination of marketing in the target country. The last section ties together what has been learned from the first two sections.
PRE ENTRY ENVIRONMENTAL ANALYSIS
The pre entry environmental analysis is developed in three separate areas. The current economic environment is considered initially, followed by considerations of Mexico's political/ legal environment, and its sociocultural environment.
The current economic environment is assessed with respect to both the domestic and foreign sectors. The critical status of Mexico's external economic relations demands that the foreign sector be examined first.
Mexico's current economic environment cannot be considered outside of the framework of the country's enormous external debt. This debt, in early 1989, stands at US$108 billion, on which principal and interest payments of US$14 billion per year are scheduled (The World Bank, 1989).
The enormity of the external debt of developing countries is continually chronicled in the popular press. The aggregate numbers are so large, however, that it is, at times, difficult to fully appreciate their meaning. To place Mexico's external debt into a more easily grasped perspective, it presented in the context of selected macroeconomic aggregates. These data are presented in Table 1, which may be found beginning below on this page.
Mexico's External Debt Structure
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Item Measure
Total ext...