Overview
Instructions
Your manager’s memo to you is below. In it, your manager gives you several tasks to perform. You are expected to use available resources to develop a thorough and accurate response. Your report should start with standard business heading and format. It should be written in complete sentences. The Example GM-Challenge Business Report (attached) In Module 1 shows a business report with its parts.
Structure your business report as follows:
Heading - Use a standard business heading. (Note: For simplicity, use the name of the Global Marketing Manager provided.)
Purpose Statement - State the report's overall purpose in your own words in an initial paragraph. This statement tells your manager why s/he is receiving a report from you and what info was requested of you.
Task Responses - Next, respond to each of the assigned tasks in sequence, numbering your responses accordingly. For each task:
* Restate the Overall Task: Begin by restating the overall task in your own words (what the task is). Don't just copy and paste the instructions - verify your understanding of them to your manager.
* Respond to Each Part of Task: Complete responses include (A/B/C) as indicated.
(A.) Written responses that summarize relevant source info and/or justify your thinking,
(B.) Legible supporting images that show the relevant source info used, and
(C.) Weblinks directly to the relevant source info above or below the image so your manager can easily retrieve it.
* Note: The letters (A/B/C) will be used in your manager’s memo as a reminder to include this information.
Legible supporting images are a key part of your response. These images do not replace your written answers, they only show the relevant source info used. The supporting images should be visible in your report, not included as files. Screenshot or screen clip them into your response. Details on how to insert a supporting image into your GM-Challenge using the screenshot or screen clipping tools can be found HERE. Supporting images should be legible so stretch them to make them fit the width of the page. Images should then be large enough to read.
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To: Kiya Cummings – Musgrave Pencil Company Assistant Global Marketing Manager From: Earl E. Byrd - Musgrave Pencil Company Global Marketing Manager Date: Aug 10, 2025 Subject: Exploring Export to Brunei
Musgrave Pencil Company is considering global marketing efforts directed at Brunei. Musgrave Pencil Company wants to better understand what these global marketing activities might involve, relevant info resources, and organizations/government agencies that could assist us.
You have been tasked with providing some info for our management team to aid in this evaluation. Accurate info is very important as it will serve as the foundation for Musgrave Pencil Company’s decisions. Ten specific tasks are provided below. Respond in a business report using the task numbers/letters and sequence provided. Your business report should include a heading, purpose statement, and complete responses to all tasks. Weblinks to sources you might find helpful are included in the italic font. If they are not functioning correctly, seek another resource.
1. The US Commercial Service (USCS) is a part of the US Dept. of Commerce which offers US companies expertise in global marketing. The agency has more than 75 local offices across the US. Musgrave Pencil Company wants to know what global marketing assistance they could get from one of these local USCS offices. The Gold Key Service is a service offered by the USCS that matches US businesses with potential business partners in a foreign country. Musgrave Pencil Company needs additional info about this specific service.
Where is the USCS office that serves Tennessee located and how does Musgrave Pencil Company contact it? Who is a trade specialist associated with this local USCS office and how can Musgrave Pencil Company contact them? What types of services can this local USCS office provide to a company interested in marketing globally? What are the pricing and eligibility requirements for the Gold Key Service?
a. Identify a local USCS office in or close to Tennessee Commercial Service Offices in the U.S.. Provide an image of its homepage. (A/B/C)
b. Provide the physical address of this local USCS office. (A/B/C) Provide contact info for this local USCS office (i.e., contact number, email address, etc.). (A/B/C)
c. Identify one specific trade specialist associated with this local USCS office. (A/B/C) Provide any contact info available for this individual (i.e., contact number, email address, LinkedIn account, etc.). (A/B/C)
d. Indicate the types of services this local USCS office provides to companies interested in marketing globally. (A/B/C)
e. Provide info about the Gold Key Service regarding its pricing and the eligibility requirements. (A/B/C) Info about this service is available Gold Key Service.
2. District Export Councils (DECs) are organizations across the US made up of local business leaders which mentor companies in their region that are interested in global marketing. They may be able to provide Musgrave Pencil Company with some assistance.
Where is the DEC office for YOUR STATE located and how do Musgrave Pencil Company contact it? Who is a business leader associated with this DEC and how does Musgrave Pencil Company contact them? What types of services can this DEC provide to a company interested in marketing globally?
a. Identify a DEC office located in or close to Tennessee Home | National Association of District Export Councils. If there are multiple options, choose one that is geographically close to YOUR COMPANY. Provide an image of its homepage. (A/B/C)
b. Provide the physical address of this DEC if one is available. (A/B/C) Provide contact info for this DEC (i.e., contact number, email address, etc.). (A/B/C)
c. Identify two specific business leaders associated with this DEC. (A/B/C) Provide any contact info available for these individuals (i.e., contact number, email address, LinkedIn account, etc.). (A/B/C)
d. Indicate the types of services this DEC offers to companies interested in marketing globally. (A/B/C)
3. The US government provides several resources with general info about countries that might prove useful to Musgrave Pencil Company’s global marketing efforts. Country Commercial Guides, the National Trade Estimate Report, and the CIA World Factbook are three of these resources.
What kinds of general info do each of these three resources provide about various countries in the world?
Note: Use a neighboring country if Brunei is not available in the resource.
a. Introduce each of the three resources. In your own words, provide a one-sentence description of the different kinds of general info that is available for countries in each resource. Note: Your supporting images should include the name of Brunei.
- International Trade Administration - Country Commercial Guides Country Commercial Guides (A/B/C)
- US Trade Representative - 2024 National Trade Estimate Report on FOREIGN TRADE BARRIERS 2024 NTE Report_1.pdf (A/B/C)
- CIA - World Factbook The World Factbook - The World Factbook (A/B/C)
4. There are a number of resources with cultural info about countries that might prove useful to Musgrave Pencil Company’s global marketing efforts. Three of these resources are the Commisceo "Country Culture Guides," Hofstede's "Country Comparison Tool," and the AtoZ Database's "Country Business Guides."
What kinds of cultural info do each of these three resources provide about various countries in the world?
Note: Use a neighboring country if Brunei is not available in the resource.
a. Introduce each of the three resources. In your own words, provide a one-sentence description of the different kinds of cultural info that is available for various countries in each resource. Note: Your supporting images should include the name of Brunei.
- Commisceo Country Culture Guides Guides to Culture, Customs and Etiquette for 80+ Countries (A/B/C)
- Hofstede Insights - Country Comparison Tool Country comparison tool (A/B/C)
- AtoZ International Business "Country Business Guides" myTROY - University Libraries - A Troy University Library database. The link will take you to the Troy University library. Then scroll down to "Select a database" and choose AtoZ International Business (the last one in the "A" section). Then click go. It'll prompt anyone off campus to log in again (use the same login credentials that were used to access my.troy.edu). Then it should immediately open to the main AtoZ page, with no actual login for the database itself. Locate the "Country Business Guides" heading and search for the business guide for Brunei. (A/B/C)
5. Because certain goods can pose a threat if they end up in the wrong hands (terrorists for example), the US government restricts the sale of certain goods to some individuals, companies, or organizations in other countries.
Are there any individuals, companies, or organizations in Brunei that are under these restrictions and Musgrave Pencil Company may not sell to? How many?
Note: The OFAC’s Consolidated Sanctions List Sanctions List Search can identify any individuals or entities to whom an US company may not sell. Change the "Country" option to Brunei to search whether there are any restrictions.
a. State how many individuals and entities (companies or organizations) are on the search results list for Brunei. (A/B/C)
6. Musgrave Pencil Company is exploring the potential of marketing Ceres 909: 144 pack pencils globally. To start the process, some basic info will be needed about Musgrave Pencil Company and Ceres 909: 144 pack pencils. The US government classifies companies and goods for the purpose of collecting and analyzing data about the US economy.
Where is Musgrave Pencil Company located in Tennessee and how can it be contacted? What North American Industry Classification System (NAICS) code does the US government use to classify business establishments like Musgrave Pencil Company?
What specific product will be the focus of Musgrave Pencil Company's global marketing efforts? What Harmonized System (HS) Code does the US government use to classify goods like Ceres 909: 144 pack pencils for overseas sales?
a. Provide the physical address of Musgrave Pencil Company in Tennessee. (A/B/C) Provide contact info for Musgrave Pencil Company (i.e., contact number, email address, etc.). (A/B/C)
b. The NAICS code for business establishments can be found for Musgrave Pencil Company using the NAICS Search North American Industry Classification System (NAICS) U.S. Census Bureau. (A/B/C) Use the 2022 NAICS Search option. Note: Musgrave Pencil Company would be a manufacturer.
c. Provide the name, a brief description, and an image of Ceres 909: 144 pack pencils. (A/B/C)
d. The US’s multi-digit HS Code for goods can be found for Ceres 909: 144 pack pencils using the Schedule B Search Engine Census Bureau Schedule B Search Engine. (A/B/C)
7. Trade and industry associations are made up of a group of companies who work in the same industry. They generally provide goods, services and representation on behalf of the association members. Some of these resources could help a company with marketing globally.
What is a trade/industry association for companies that produce and/or sell goods like Ceres 909: 144 pack pencils and how can it be contacted? What types of benefits/services does this trade/industry association provide to companies that are members of the association?
a. Identify a trade/industry association for companies that produce and/or sell products like Ceres 909: 144 pack pencils (think of the product's broad category). Provide an image of the association's homepage. (A/B/C) Note: Websites with some examples of trade/industry associations can be found List of Trade Associations & Trade Shows – Marketing Mentor and List of industry trade groups in the United States - Wikipedia. An Internet search will yield many more.
b. Provide the physical address of this trade/industry association. (A/B/C) Provide contact info for this trade/industry association (i.e., contact number, email address, etc.). (A/B/C)
c. Indicate the types of benefits/services this association offers to members of the association. (A/B/C)
8. Musgrave Pencil Company has had success meeting potential suppliers and buyers in this industry at trade shows.
What is a trade show held in the USA related to Ceres 909: 144 pack pencils? What is a trade show held outside the USA related to Ceres 909: 144 pack pencils? When is each of these trade shows next scheduled and where?
Note: Trade shows are events which companies attend to make connections with other firms in their industry. It is a place for suppliers and/or potential buyers to meet.
a. Identify a trade show held somewhere in the USA for goods like Ceres 909: 144 pack pencils. Provide this domestic trade show's name and homepage. (A/B/C) Provide info regarding when and where it is next scheduled. (A/B/C)
b. Identify a trade show held anywhere outside the USA for goods like Ceres 909: 144 pack pencils. Provide this international trade show's name and homepage. (A/B/C) Provide info regarding when and where it is next scheduled. (A/B/C)
9. As Ceres 909: 144 pack pencils might be sold to consumers Musgrave Pencil Company may consider promotional efforts directed at consumers using social media.
What is the most popular social media app in Brunei? What are the names of two influencers that are located in Brunei that might be considered for these promotional efforts? What are the strengths of each of these influencers?
a. Using recent info, identify the most widely used social media apps for Brunei and how these services are ranked. (A/B/C)
b. Explain the criteria (i.e., number of followers, number of views, engagement rate, equity score, etc.) used to justify a "top" ranking for an influencer. (A/B/C)
c. Identify two influencers from Brunei that you think would be suitable for a product like Ceres 909: 144 pack pencils. (A/B/C) Explain why you think each would be suitable for Ceres 909: 144 pack pencils. (A)
10. In the future, Musgrave Pencil Company may consider online sales of Ceres 909: 144 pack pencils to international customers. The website needs to be evaluated for this purpose.
How well prepared is Musgrave Pencil Company's current website for online sales to international customers? What is another company's website that is well designed for online sales to international customers?
a. Provide an image of Musgrave Pencil Company’s homepage. (A/B/C)
b. Indicate whether Musgrave Pencil Company’s current website allows online sales. Include images of any webpages related to online sales by Musgrave Pencil Company. (A/B/C)
c. Use all four of these criteria to evaluate Musgrave Pencil Company’s website (as it currently is) for international sales. Whether the website: (1) offers content in various languages; (2) provides prices in different currencies; (3) clarifies international shipping options; and/or (4) provides clear international return/exchange policies. (A/B/C) Based on these four criteria, state whether you think Musgrave Pencil Company’s current website is prepared for direct sales to international customers and why. (A)
d. Use those same four criteria to identify the website of a company that you think is well prepared for online sales to international customers that Musgrave Pencil Company could use as an example. Discuss what you think makes their website well prepared for direct sales to international customers. (A) Provide an image of that company's homepage. (A/B/C)