Analyzing International Opportunities 12 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Starbucks Global success Renewed focus: Coffee Fair-trade image Market research
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Screening Markets and Sites
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Identify Basic Appeal Basic demand & Available resources
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Cultural Forces Site selection Education level Technical skills Work ethic Market selection Global product Tailored product
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Political and Legal Forces Government bureaucracy Administrative delays Political stability Unforeseen changes Government regulation Investment barriers Profit repatriation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Political Risk Social unrest can drive out international companies
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Economic Forces Country finances Currency and liquidity
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Other Forces Logistics Country image
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall e-Business Forces Market access Infrastructure Content and standards Legal issues Privacy and security Intellectual property Financial matters Electronic payments Tariffs and taxation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Industrialized Markets Potential Demographics Competitor market shares Import/Export volumes Distribution network Marketing approaches Retail sales levels Income elasticity
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Emerging Markets Potential Market size Market growth rate Market intensity Market consumption capacity Commercial infrastructure Economic freedom Market receptivity Country risk
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Measuring Site Potential Labor and management Productivity Wage levels Training needs Local infrastructure
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Field trips Engage in negotiations Meet customers/others Gain firsthand exposure Competitor analysis Competitor numbers/shares Competitor strategies Channel access Customer loyalty Access to inputs Select the Market or Site
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall International Market Research Marketing strategyField research Data analysis
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Market Research Difficulties CulturaldifferencesAvailability of data Comparability
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Secondary Data Sources International organizations Government agencies Industry/Trade associations Service organizations Internet and World Wide Web
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Methods of Primary Research Trade shows and missions Interviews and focus groups Consumer panels Environmental scanning Surveys