slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Researching and Analysing Overseas Markets PowerPoint Presentation
Download Presentation
Researching and Analysing Overseas Markets

Loading in 2 Seconds...

play fullscreen
1 / 14

Researching and Analysing Overseas Markets - PowerPoint PPT Presentation


  • 154 Views
  • Uploaded on

Researching and Analysing Overseas Markets. Background information Five rules for international research Entry evaluation procedure Stage 1 - Country identification Stage 2 - Preliminary screening Stage 3 - In-Depth screening Stage 4 - Final selection. Market information. Market potential

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Researching and Analysing Overseas Markets' - Patman


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Researching and Analysing Overseas Markets

  • Background information
  • Five rules for international research
  • Entry evaluation procedure
      • Stage 1 - Country identification
      • Stage 2 - Preliminary screening
      • Stage 3 - In-Depth screening
      • Stage 4 - Final selection
market information
Market information
  • Market potential
  • Consumer / customer attitudes and behaviour
  • Channels of distribution
  • Communications and media
  • Market sources
  • New products
competitive information
Competitive information
  • Competitive business strategy and goals (mission and rationale of the company)
  • Competitive functional strategies and programmes (target markets, marketing mix, etc)
  • Competitive operations (morale, employee transfers, i.e. detail)
foreign exchange
Foreign exchange
  • Balance of payments, interest rates, etc
  • Prescriptive information e.g incentives, controls, regulations.
  • Country monetary and fiscal policy
  • Expectations of bankers, traders, analysts, etc
  • Government policy in relation to its own competitiveness e.g China, USA
resource information
Resource information
  • Human resources
  • Money
  • Raw materials
  • Acquisitions and mergers, joint ventures
general conditions
General conditions
  • Economic factors - e.g. growth
  • Social factors e.g. customs, attitudes
  • Political factors e.g investment climate
  • Scientific and technological factors - major developments and trends
  • Management and administrative factors e.g. report procedure
sources of information
Sources of information
  • Human sources e.g company executives
  • Documentary sources e.g too much!
  • Perception sources e.g. what we see and hear
  • Information and media
      • face-to-face conversation
      • telex/fax/e-mail
      • sight, smell, taste
five rules for international research
Five rules for international research
  • One:
    • what information do I need?
    • Where can I get this information?
    • Why do I need this information?
    • When do I need this information?
    • What is this information worth in £ ?
    • What is the cost of not obtaining this information?
slide9
Two: Start with desk research
  • Three: Identify the type of information that is available from overseas sources
  • Four: Know where to look (or find somebody that does)
  • Five: Do not assume that the information that you gain is comparable or complete.

Keegan 1995

entry evaluation procedure
Entry evaluation procedure

Stage 1 - Country identification

Stage 2 - Preliminary screening

Stage 3 - In-Depth screening

Stage 4 - Final selection

stage 1 country identification
Stage 1 - Country identification
  • Candidate countries are identified and listed
  • broadly based on general statistical information
  • conduct population comparisons to predict market potential
      • Indonesia 18 million, Malaysia 17 million
      • Brazil 50 million, Chile 13 million
stage 2 preliminary screening
Stage 2 - Preliminary screening
  • Rating the identified countries
  • macro level - political stability, geographical distance, economic development
  • Weed out countries from consideration
  • anticipated cost of entry are calculated e.g. warehousing, product support, distribution
stage 3 in depth screening
Stage 3 - In-Depth screening
  • Core of attractiveness evaluation
  • data specific to industry/market
  • Market size
  • Market growth - business cycle, computing rates of growth
  • competitive intensity - e.g. US Dept of Commerce ‘Market Shares Report’
  • Trade barriers
stage 4 final selection
Stage 4 - Final selection
  • Objectives brought to bear for a match
  • Revenues and costs are compared for ‘leverage’
  • Weights can be added to criteria based on objectives
  • This leads to a final ranking
  • Personal visits are made. ‘Direct experience’ leads to final decision

Johansson (1999)