Analyzing International Opportunities 12 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Analyzing International Opportunities 12 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall.
Dec 22, 2015
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AnalyzingInternational Opportunities
12
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 2
StarbucksStarbucks
• Global success• Renewed focus:
• Coffee• Fair-trade image• Market research
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 3
Screening Markets and SitesScreening Markets and Sites
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Identify Basic AppealIdentify Basic Appeal
Basic demand&
Available resources
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Cultural ForcesCultural Forces
Site selection Education level Technical skills Work ethic
Site selection Education level Technical skills Work ethic
Market selection
Global product Tailored product
Market selection
Global product Tailored product
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 6
Political and Legal ForcesPolitical and Legal Forces
Government bureaucracy Administrative delays
Political stability Unforeseen changesPolitical stability Unforeseen changes
Government regulation Investment barriers Profit repatriation
Government regulation Investment barriers Profit repatriation
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Political RiskPolitical Risk
Social unrest can drive out international companies
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Economic ForcesEconomic Forces
Country finances
Currency and liquidity
Country finances
Currency and liquidity
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Other ForcesOther Forces
Logistics Logistics
Country image Country image
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e-Business Forcese-Business Forces
Market access Infrastructure Content and standards
Market access Infrastructure Content and standards
Legal issues Privacy and security Intellectual property
Legal issues Privacy and security Intellectual property
Financial matters Electronic payments Tariffs and taxation
Financial matters Electronic payments Tariffs and taxation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 11
Industrialized Markets Industrialized Markets
PotentialPotential
Demographics Competitor market shares Import/Export volumes Distribution network Marketing approaches Retail sales levels Income elasticity
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Emerging Markets PotentialEmerging Markets Potential
Market size Market growth rate Market intensity Market consumption capacity Commercial infrastructure Economic freedom Market receptivity Country risk
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Measuring Site PotentialMeasuring Site Potential
Labor and management Productivity Wage levels Training needs Local infrastructure
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Field trips Engage in negotiations Meet customers/others Gain firsthand exposure
Competitor analysis Competitor numbers/shares Competitor strategies Channel access Customer loyalty Access to inputs
Select the Market or SiteSelect the Market or Site
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International Market ResearchInternational Market Research
Marketing strategyField research
Data analysis
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Market Research DifficultiesMarket Research Difficulties
CulturalCulturaldifferencesdifferences
AvailabilityAvailabilityof dataof data
ComparabilityComparabilityof dataof data
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 17
Secondary Data SourcesSecondary Data Sources
International organizations
Government agencies
Industry/Trade associations
Service organizations
Internet and World Wide Web
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 18
Methods of Primary ResearchMethods of Primary ResearchMethods of Primary ResearchMethods of Primary Research
Trade shows and missionsTrade shows and missions
Interviews and focus groupsInterviews and focus groups
Consumer panelsConsumer panels
Environmental scanningEnvironmental scanning
SurveysSurveys
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