1. 4.2.2 Assessment of a country as a market
Theme 4 Global business
Write a list of criteria you would use to assess the attractiveness of a country as a market.
Rank your criteria in order of importance.
As a class agree on the top 5 criteria.
4.2.2 Assessment of a country as a market

2. 4.2.2 Assessment of a country as a market
In this topic you will learn about
Factors to consider:
levels and growth of disposable income
ease of doing business
infrastructure
political stability
exchange rate

3. Levels and growth of disposable income
Disposable income is the total income an individual has available to spend after paying income taxes and any other statutory payments.

4. Quantitative skills
Assume you receive the standard Personal Allowance and your annual salary is the UK average of £25700.
What would be your monthly disposable income.
What if you earned £80000 a year?

5. World Bank Group Ease of doing business rankings.
The ease of doing business is how accessible markets are for a business.
World Bank Group Ease of doing business rankings.

6. Infrastructure
Infrastructure is the physical systems that a country (or business) require to operate effectively.

7. Infrastructure: Recap
If you ran your own business and were looking to develop into a new market abroad which of these three elements of infrastructure would be the most important to you?
Rank your answers and discuss why.
Foreign governments will look to improve the infrastructure to help businesses operate more effectively.
This will include the:
Transport network
Improves ease and speed of connections e.g. rail, road and air
Provision of utilities
Ensuring electricity, gas, water etc. are adequately supplied
Provision of information
Ensuring access to fast information e.g. broadband

8. How corrupt is the country where you want to trade?
Political stability
Political stability Poor governance Civil wars
How corrupt is the country where you want to trade?
How much are you prepared to change your moral standards to get a deal completed?

9. US growth: First casualty of a strong dollar.
Exchange rate
US growth: First casualty of a strong dollar.

10. Factors influencing the attractiveness of international markets
Work in pairs to complete the table below:
For each factor give one point that could make a country attractive and one point that could make a country less attractive
Choose a specific country and try to relate PESTLE-C to the attractiveness of that country
Factor
Political
Economic
Social
Technological
Legal
Environmental
Competitive
Attractive
Unattractive
Country
What type of business would find your chosen country attractive as a market?