Groupon Social Matrix Essay

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Because of the Groupon’s services and ideal consumer profile, countries to compare were selected based on several criteria. We decided to take three regions – Latin America, Europe and Asia-Pacific – and select five countries in each of those three areas. This gave us a breakdown of many different cultures and economic situations to evaluate where Groupon would be most successful. Each of the countries was selected based on our current knowledge of their economies or expanding economies, along with the popularity of the country as a destination, activities the country is known for and the tourism base in the country. The fifteen countries selected were Brazil, Costa Rica, Chile, Argentina and Mexico in Latin America; China, India, Japan, Australia and South Korea in the Asia-Pacific region; and France, United Kingdom, Italy, Sweden and Spain in Europe. Out of those fifteen countries our top three were United Kingdom, Chile and Japan. Demographic Literacy Rate All but one of the countries analyzed used the same definition in determining a literacy rate and that is the percentage of the population age 15 and over that can read and write. The United Kingdom, on the other hand, uses a definition of “age 15 and over has completed five or more years of schooling” (CIA, n.d.) Many of the countries selected have high literacy rates, 95% or higher, which is not surprising because the countries were selected based on their developed economy or level of current development in their economy. Of the 15 countries, 11 of them have literacy rates of 95% or higher, which would make them attractive for Groupon. These countries are Costa Rica, Chili, Argentina, Japan, Australia, France, England (United Kingdom), Italy, Sweden and Spain. The other four countries, Brazil, Mexico, China and India, have lower literacy rates, which make the less attractive. By comparison,

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