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Executive Summary: ½ Page - an abstract which gives the key ideas of the report to the reader (what country/retailer you chose, why, what you found to be the highlights of the country, and what are the biggest recommendations). If your audience does not have the time to read the full report they would read the ES to get an idea of your project and its conclusions.

Country Analysis: Ryan

Industry Analysis: Heba

Branding/Marketing Strategy: Dezarae

Sales, profit and market share projections - How would the company measure these and take actions to remedy poor performance?

Country Analysis

Demographics

The country of Colombia consists of a population of about 52,162,195 citizens with a growth rate of about 0.54%, as of 2023. The population includes 87.6% Mestizo and White, 6.8% Afro-Colombian, and 4.3% Amerindian (indigenous peoples of the Americas). The population is also made up of about 92.3% Christians, with 1% being another religion and about 6.7% unspecified. The median age of the population is about 31.6 years old and the country has a life expectancy of 77.51 years old. This shows us that we are looking at a country that is mainly consisting of younger adults, although this age has been rising with the average citizen continuing to become older every five years. This can be due to the falling fertility rate of Colombia, falling to 1.69, causing the yearly growth rate to plummet down to 0.41% as of 2023. 81% of Colombia’s population is considered to be urban, which equates to about 42,201,325 citizens.

Economy and economic trends

Prior to the COVID-19 pandemic, Colombia was described as having “one of the most consistent growth economies,” (CIA). They have successfully been able to manage their inflation as best as they can while being able to see a decline in the poverty in their population.