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Strategic Analysis for International Market Expansion: Business Person Targeting

This comprehensive analysis delves into internal and external data to strategize expansion into global markets, specifically targeting business persons in financial sectors. By evaluating market visits, revenue, and competition at both national and global levels, the focus is on formulating a PR plan to increase brand exposure in the European market through targeted media channels. The goal is to establish a strong presence in the international arena by understanding market dynamics and catering to the needs of potential clients effectively.

farrah-velasquez
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Strategic Analysis for International Market Expansion: Business Person Targeting

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  1. International market the European market

  2. analyzing the internal data • analyzing the external data – competition + potential clients

  3. Analyzing internal data

  4. global market - continents Total visits: 12,666,563 Total revenue: $3,372,389.45

  5. Global market – countries Total visits: 12,666,563 Total revenue: $3,372,389.45

  6. European market – by country Total visits: 1,898,349 Total revenue: $380,929.90

  7. Top non-US countries: Canada, Australia

  8. Top European countries

  9. Tour in Europe last year - effects

  10. Data on toured countries in Europe

  11. Checking the external medium • what’s the “client portrait” in the international market? • within the countries, what is the obvious that the business person look at? What sort of business person do we target? • what is the way Stratfor should reach the business person? • media – the main channel caring Stratfor right now – how can we take advantage of that? • what other means are there to reach the business person?

  12. Markets

  13. Competition • Global or at the national level? • The economist – limited data (need to build)

  14. Questions • How do we measure the market? How do we estimate future sales on the international market? (traditional vs…something more intelligent) • How do we establish the potential for partnership? – criteria for media; think-tanks; universities (?)

  15. Promotion – PR plan • Objective: increase Stratfor exposure internationally • Considering that Stratfor is relatively new on the European market, we should increase its exposure in the European media. • Considering that Stratfor targets a specific market (the business persons in the financial markets) we should take more of a Personal Relations approach towards this specific group • Select specific media for Stratfor to be presented as a company (management, business magazines) – longer term

  16. Few Conclusions • Promotion (of the marketing mix) needs to be intensified = branding • Getting to know better our competition on the global market

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