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Stage Two
Assessment of Industry Market Potential
(What is the aggregate demand in each of the selected
Markets?)
Stage Three
Company Sales Potential Analysis
(How Attractive is the potential demand for company
Products and services?)
Internal Data External Data
Macroeconomic
Data for Country B
GNP Industry
Firm General Data Stability of Currency Growth patterns
(Firm Context) Inflation
of sectors Secondary
Size
Secondary Analysis of Data
Product Lines
Data
Imports
Financial Situation
Characteristics of
Problem
Competition
Is there a market
For product A
in country B?
If yes,
how large is it Competitors
SW Profile and what is Specific
Benchmarking the possible Strategies
(Compared to market share
main Competitor)
Corporate Level Intermediaries
End Customers
Product line-level Purchasing
Threat of using Primary
Primary Specific Product Behavior
substitutes Data
Data level Financial
Consumption Capabilities
Patterns
Access to
distribution
Channels
Internal Data External Data
Why research?
• From an insurance company: ‘We are a
relatively small company in a growing but
fiercely competitive business. We need
research information to decide how to
increase business from our existing
customers and attract business from new
customers.’
From a whisky manufacturer
• Whisky sales generally are in decline. We
need research to evaluate the potential of
new whisky-based drink products. We also
need research to select the most effective
packaging to maximize product sales in an
increasingly self-service market.’
From an integrated
communications agency
• Our clients look to us for advice on
internet advertising strategy. How can
research help in providing more effective
online advertising?’
From a carpet manufacturer
• The floor-coverings market is in decline
and over-supplied. We know that design is
an important factor in the market. We
need research to help us maintain and
improve market share by identifying
appealing designs and appropriate target
markets for them.’
From a business-to-business IT
supplier
• We are now able to develop an enhanced
range of systems integration products. We
need research to discover whether a
viable market exists for these possible
products, who our potential customers
might be and whether they know our name
and would buy from us.’
Going International
• Exporting
• Importing
• Expansion
Reasons for Entering International
Markets
Profitability Achieving
Growth Economies of
scale
Access to
Marketing
imported
Opportunities Uniqueness inputs
due to life cycle of product
or service
Key international marketing
questions faced by a firm: