Transcript Analyzing International Opportunities

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Analyzing
International
Opportunities
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Starbucks
• Global success
• Renewed focus:
• Coffee
• Fair-trade image
• Market research
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Screening Markets and Sites
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Identify Basic Appeal
Basic demand
&
Available resources
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Cultural Forces
Market selection
 Global product
 Tailored product
Site selection
 Education level
 Technical skills
 Work ethic
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Political and Legal Forces
Government regulation
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Investment barriers
Profit repatriation
Government bureaucracy
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Administrative delays
Political stability
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Unforeseen changes
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Political Risk
Social unrest
can drive out
international
companies
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Economic Forces
 Country finances
 Currency and liquidity
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Other Forces
 Logistics
 Country image
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e-Business Forces
Market access
 Infrastructure
 Content and standards
Legal issues
 Privacy and security
 Intellectual property
Financial matters
 Electronic payments
 Tariffs and taxation
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Industrialized Markets Potential
 Demographics
 Competitor market shares
 Import/Export volumes
 Distribution network
 Marketing approaches
 Retail sales levels
 Income elasticity
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Emerging 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 Potential
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Labor and management
Productivity
Wage levels
Training needs
Local infrastructure
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Select the Market or Site
Field trips
 Engage in negotiations
 Meet customers/others
 Gain firsthand exposure
Competitor analysis
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Competitor numbers/shares
Competitor strategies
Channel access
Customer loyalty
Access to inputs
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International Market Research
Data analysis
Field research
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Marketing strategy
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Market Research Difficulties
Availability
of data
Comparability
of data
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Cultural
differences
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Secondary Data Sources
 International organizations
 Government agencies
 Industry/Trade associations
 Service organizations
 Internet and World Wide Web
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Methods of Primary Research
Trade shows and missions
Interviews and focus groups
Consumer panels
Surveys
Environmental scanning
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