International marketing research and opportunity analysis
5 important questions on International marketing research and opportunity analysis
Research into international market issues can incorporate 3 major roles?
- cross-cultural research
-> research across nation of cultural groups - foreign research
-> research in another country - Multi-country research
-> research in all the countries were company is represented
What are the techniques to analyse other countries?
- Demand pattern analysis
-> countries of different level of economie have different demand and consumption - Multiple factor indices
-> Car + insurance - analogy estimation
-> looking at similar market - Macro survey technique
-> looking at a bigger community (beter specialist) - Risk evaluation
-> How higher the risk how higher the importent.
What is the international marketing segmentation?
- Geographic criteria
- Transnational criteria (A way of living)
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3 category business portfolio matrix
- primary opportunity (Best markets)
- secondary opportunity (opportunities are political or economical risk full)
- Tertiary opportunity (Catch what you can markets)
What are the 4 basic elements of markets attractiveness?
- Market size
- market growth rate
- government regulations
- economic and political stability
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