INTERNATIONAL MARKETING MANAGEMENT SESSION 4: ASSESSING MARKET OPPORTUNITIES AND SELECTING COUNTRIES 1

2 Firm’s Strategic Orientation n Competitive posture n Resources Market Characteristics n Country Risk/Opportunities n Product Market Potential n Degree of market integration/location Choice of Markets n Incremental vs. Simultaneous n Concentration vs. Diversification n Proactive vs. Follower Competitor Market Choice Decision Competitor Strategy Country N Country 5 Country 4 Country 3 Country 2 Country 1 Industry Structure

3 EVALUATING OPPORTUNITIES n Country-Level Risk and Opportunities n Product Market Opportunities n Degree of Country Market Integration

4 EVALUATING COUNTRIES Country Environment Political and Financial Risk Economic Growth Technological Change COUNTRY/ BUSINESS ENVIRONMENT

5 COUNTRY ENVIRONMENTAL FACTORS (Illustrative Examples) Political/Legal Factors n Internal political stability n State ownership & regulation n Host government attitudes to foreign investment n Import-export restrictions (tariffs/quotas, etc.) n Restrictions on foreign ownership Economic/Financial Factors n GNP per capita, GNP size n Growth of GNP n Rate of inflation n Capital flow restrictions n Foreign exchange fluctuations n External debt

6 COUNTRY ENVIRONMENTAL FACTORS (Illustrative Examples) Socio-Cultural Factors n Ethnic diversity n Religion n Age structure and composition n Rate of population growth Technological Factors n Education levels, literacy n Production and consumption technology n Scientific/technological skills

7 MARKET POTENTIAL INDICATORS FOR EMERGING MARKETS

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9 EVALUATING COUNTRIES Product Market Data Product Sales/Ownership Use of Complimentary or Substitute Products Competition PRODUCT MARKET Market Infrastructure Transportation Infrastructure Distribution Network Mass Media, TV, Radio, Print

PRODUCT SPECIFIC INDICATORS (Illustrative Examples) Product Usage  Sales Volume  Ownership  Growth Rate Usage of Complimentary/Substitute Products  Sales/Ownership of Complimentary Products  Sales of Substitute Products Competition  Number of Firms/Size  Market Share  Growth Rate of Competing Firms 10

11 SUMMARY n Select Countries to Enter in Context of Long-run Growth Strategy n Importance of Systematic Assessment of Opportunities Worldwide n Assess Potential At: q Country/Macroeconomic Level q Product/Market Level q Degree of Market Integration n Use Secondary Data As Low-cost, Quick Option