1. Assessing and Analyzing Markets
Chapter 14

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

4. Initial Screening Basic need Foreign Trade and Investment
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?

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

6. Political and Legal Screening
Entry Barriers
Profit Remittance Barriers
Policy Stability

7. Sociocultural Screening
Difficulties
Subjective
Hard to get information
How to get information?

8. 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

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

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

11. Segment Screening Across nations Difficulties Definable Large
Accessible
Actionable
Capturable