Through digital connectivity, many businesses now compete on in a global market. While the principles of marketing remain the same, strategies and tactics are very dependent on each country. It is important to look at how to differentiate and adapt for global competitiveness.

Mercy loved to mix unique oils and botanicals and make candles in her kitchen. She sold them to friends and family. Through excellent word of mouth marketing her custom candle business began to grow. Candles were her true passion and she wanted to turn the effort into a business and not just a side hustle.

Using her retirement money, Mercy rented a warehouse and began mass producing her candles and selling them online. She quickly scaled the business to make over 100 unique SKU’s. Mercy used Shopify to set up her online store and she began promoting her candles and unique scents using social media. The candles were selling well online and Mercy shipped candles throughout the United States. Soon Mercy had inquiries to start selling globally.

Select a country you believe is ideal for Mercy to start selling into through her online store.

For the country you have selected:

• Include a rationale for choosing the country you have selected. Consider barriers to entry, competition, economy, and infrastructure.
• Provide a recommendation for Mercy regarding her payment options for her online sales in the country you have chosen.
• How will the online sales for Mercy’s candle company be impacted by the technology infrastructure in this country?
• Prepare a promotion plan for Mercy to promote her candle company. Your promotion plan should include paid search advertising and social media. Take into consideration the regulation of social media in the country you have chosen.

Please use the MKTG628_U2_IP_Template to complete this assignment.