In this chapter, you will explore how companies screen international business opportunities. You will also: Examine the difficulties of conducting international market research, learn about sources of secondary market research data, and understand methods of conducting primary international research.
Trang 1Analyzing International Opportunities
12
Trang 2• Explain each of the four steps in the market-
and site-screening process
• Describe the three primary difficulties of
conducting international market research
• Identify the main sources of secondary
international data and explain their usefulness
• Describe the main methods used to conduct
primary international research
Trang 3• Entered Europe and then China
• Success rooted in market research
• Focus on coffee and societal needs
Trang 4Screening Markets and Sites
Trang 5Available resources
Basic demand
Trang 6What are the four
main steps in the
process of
screening potential
new markets and
sites for operations?
Trang 7The first step is to identify a
location’s basic appeal in terms of
product demand or resource
availability The second step is to
analyze all forces in the national
business environment The third
step is to measure market or site
potential by collecting data on each
one being considered The fourth
step is to select the best market or
site by taking field trips and
performing competitive analyses.
Trang 10Social unrest can drive out international companies
Source: imago stock&people/Newscom
Trang 11 Country finances
Currency and liquidity
Trang 12Other Forces
Trang 14The key element of
political risk that concerns
companies in markets
abroad is .
a Slowing innovation
b Spiking logistics costs
c Unforeseen political change
Trang 15The key element of
political risk that concerns
companies in markets
abroad is .
a Slowing innovation
b Spiking logistics costs
c Unforeseen political change
Trang 21The main components of a
market-potential indicator are
market size, market growth rate,
market intensity, market
consumption capacity,
commercial infrastructure,
economic freedom, market
receptivity, and country risk The
indicator provides a quantitative
measure of market size when data
is limited in emerging markets.
Trang 22Marketing strategy Field research
Data analysis
Trang 23Cultural differences
Availability
of data
Comparability
of data
Trang 24Top Research Firms
Trang 26Trade shows and missions
Interviews and focus groups
Consumer panels
Environmental scanning
Surveys
Trang 29All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher
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Copyright © 2014 Pearson Education, Inc