Imagine you are working for Starbucks Coffee International, the subsidiary created to orchestrate overseas expansion and build the Starbucks brand name globally via licensees.
How would you use the tools and indicators provided by the World Bank’s Knowledge Assessment Methodology (KAM) to study the market potential in different countries?
1) Select up to four countries.
2) Go to www.worldbank.org/kam
3) Use one or more display modes (e.g., basic scorecards, cross-country comparison) to examine the position of the countries.
4) Post your answers to the following questions:What countries did you choose? Why?What indicators did you select? Why?
In which countries would you invest based on this initial analysis? Please, note that this is an assignment created for you to become familiar with the KAM tool (it will be useful for the final project). Thus, the analysis doesn’t have to be complete and the selection of countries is totally up to you (i.e., you can choose a country where Starbucks has already opened its stores).
Remember:
An analysis prepared solely from the KAM undoubtedly will produce a useful starting position with many insights into what is going on in a particular country, but it should be treated with some caution. Further data sources and analysis are usually required to confirm issues or trends (www.worldbank.org/kam).200 to 500 words would be fine