Hunsberger, 1996).
HSR's marketing audit must take into account the characteristics of the destination country (including demographics, purchasing power and economic stability considerations). The two countries chosen for this audit are Canada and Spain. The primary reasons for eliminating Malaysia include, but are not limited to: A) Poor Distribution Infrastructure; B) Tendency to either manufacture large quantities of figurines and replicas for export; C) Relatively unstable currency; D) Unstable political environment; E) Some trade barriers for non ASEAN companies; F) Lower per capita purchasing power; G) Lower discretionary income; H) Notably different tourist base than Spain or Canada.
Spain and Canada Key Data Comparison
One critical aspect of a marketing audit of another country is to research the basic data concerning that country. The sources for the following table that com
...