Executive Summary

This study had the objective of advising a marketing firm in New York o which city to relocate to in a global expansion with 18 cities under review. The mean monthly price of a public transport pass was $78.01 in the 18 cities under observation compared to $121 in New York. The median price was $74.28 in Vancouver with the minimum price being $7.66 in Mumbai and the maximum being $173.81 in London. The first quartile price was $41.20 in Rome while the third quartile began at $105.93 in Amsterdam.

The mean price of a loaf of bread was $1.47 in the 18 cities under observation compared to $2.93 in New York. The median price was $1.37 in Dublin with the minimum price being $0.41 in Mumbai and the maximum being $2.93 in New York. The first quartile price was $1.04 in Madrid while the third quartile began at $1.77 in Tokyo. The variables found to be significant in the multiple linear regression were Monthly Public Transport Pass with a p-value of 0.003 against cost of living (meaning it was significant at the 99% level of confidence) and a Loaf of Bread with the p-value of 0.033 (meaning it was significant at the 95% level of confidence)

From the findings it is evident that Mumbai has the best potential because it is the most affordable among the mentioned cities, having the lowest cost of transportation and food expenses. In Mumbai a monthly pass goes for only $7.66 while a loaf of bread costs $0.41 which is the lowest cost for both significant categories. The second city with the best potential in terms of affordability is Warsaw where a monthly transport pass costs $30.09 while a loaf of bread costs $0.69 which is the second lowest among the group of 18 cities examined. The third city with the best potential in terms of affordability is Prague where a monthly transport pass costs $25.01while a loaf of bread costs $0.92 which is the third lowest among the group of 18 cities examined.

The cities below the median in terms of monthly transport pass price include Mumbai with $7.66, Prague with $25.01, Warsaw with $30.09, Athens with $35.31, Rome with $41.20, Seoul with $50.53, Brussels with $57.68 and Madrid with $64.27. The cities below the median in terms of the price of a loaf of bread include Mumbai with $0.41, Warsaw with $0.69, Athens with $0.80, Prague with $0.92, Madrid with $1.04, London with $1.23, Berlin with $1.24 and Amsterdam with $1.33. The cities in the upper third quartile in terms of monthly transport pass price include Amsterdam with $105.93, New York with $121.00, Sydney with $124.55, Dublin with $144.78 and London with $173.81 The cities in the upper third quartile in terms of price of a loaf of bread include Tokyo with $1.77, Sydney with $1.94, Vancouver with $2.28, Seoul with $2.44 and New York with $2.93.

With transport being the more significant influencer in cost of living there are various options. If the aim is to open a Branch in a cost effective city, then as stated above Mumbai is the best option. If the target is to set up in a market similar to New York, then Sydney with transport at $124.55 and a loaf of bread at $1.94.

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