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Assessing and Analyzing Markets

Assessing and Analyzing Markets. Chapter 14. Market Screening. What is it? Environmental screening Two types of screening Country Screening. Initial Screening. Basic need Specialized product Less specialized product Foreign Trade and Investment Source

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Assessing and Analyzing Markets

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  1. Assessing and Analyzing Markets Chapter 14

  2. Market Screening • What is it? • Environmental screening • Two types of screening • Country Screening

  3. Initial Screening • Basic need • Specialized product • Less specialized product • Foreign Trade and Investment • Source • UN’s International Trade Statistics Yearbook • International Trade Administration • Why can’t you look at imports?

  4. Financial and Economic Screening • Financial • Economic • Market indicators • Survey of Buying Power • Market factors • Estimation by analysis • Trend analysis • Cluster analysis • Periodic updating

  5. Political and Legal Screening • Entry Barriers • Profit Remittance Barriers • Policy Stability

  6. Sociocultural Screening • Difficulties • Subjective • Hard to get information • How to get information?

  7. Competitive Forces • Number, size, and strength of competitors • Their market share • Their marketing strategies • The effectiveness of their promotional programs • The quality levels of product lines • Their sources of products- imported locally produced • Their pricing policies • Their levels of after-sale service • Their distribution channels • Their coverage of the market

  8. Final Selection • Visit the Country • Field Trip • Government Sponsored Trade Missions and Trade Fairs • Trade mission • Advantages • Trade fair • Advantages

  9. Final Selection • Local Research • Hire a local research group? • Difficulties • Cultural problems • Questionnaires • Social desirability • Distrust • Technological problems • Mail • Government rules • Common Practices

  10. Segment Screening • Across nations • Difficulties • Definable • Large • Accessible • Actionable • Capturable

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