International Marketing Plan

PREENTRY ENVIRONMENTAL ANALYSIS

The preentry 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 early1989, 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 th

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weathered in 1988by both the PIR and the country. The next general election, however, may result in a different situation. On the one hand, if the PIR retains power again through what opponents consider election fraud, the political structure may break down completely. On the other hand, if an opposition party wins, the political orientation in Mexico will likely change dramatically. As indicated above, the PIR is itself a coalition of factions. To make the party work, liberal and conservative (for lack of better words) factions alternate in the control of the presidency and other key ministries, within a framework which is more or less in the political center. The political opposition on the left would, if they won, lead Mexico into a socialist political orientation. The political opposition on the right, should they win, would proclaim Reaganstyle free enterprise; however, the most likely outcome would be a rightwing Latin American government which would stifle all other political opinion. SocioCultural Environment Mexico is fast becoming Mexico City. Out of a total population of 82 million, 15 million live in the Mexico City metropolitan area (Paxton, 1988). By 2000, Mexico City is expected to be the large
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Some common words found in the essay are:
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Approximate Word count = 2798
Approximate Pages = 11 (250 words per page)

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