1. Analyzing International Opportunities 12 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

2. 12 - 2 Starbucks Global success Renewed focus: Coffee Fair-trade image Market research

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 3 Screening Markets and Sites

4. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 4 Identify Basic Appeal Basic demand & Available resources

5. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 5 Cultural Forces Site selection  Education level  Technical skills  Work ethic Market selection  Global product  Tailored product

6. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 6 Political and Legal Forces Government bureaucracy  Administrative delays Political stability  Unforeseen changes Government regulation  Investment barriers  Profit repatriation

7. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 7 Political Risk Social unrest can drive out international companies

8. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 8 Economic Forces  Country finances  Currency and liquidity

9. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 9 Other Forces  Logistics  Country image

10. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 10 e-Business Forces Market access  Infrastructure  Content and standards Legal issues  Privacy and security  Intellectual property Financial matters  Electronic payments  Tariffs and taxation

11. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 11 Industrialized Markets Potential Demographics Competitor market shares Import/Export volumes Distribution network Marketing approaches Retail sales levels Income elasticity

12. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 12 Emerging Markets Potential Market size Market growth rate Market intensity Market consumption capacity Commercial infrastructure Economic freedom Market receptivity Country risk

13. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 13 Measuring Site Potential  Labor and management  Productivity  Wage levels  Training needs  Local infrastructure

14. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 14 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

15. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 15 International Market Research Marketing strategyField research Data analysis

16. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 16 Market Research Difficulties CulturaldifferencesAvailability of data Comparability

17. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 17 Secondary Data Sources International organizations Government agencies Industry/Trade associations Service organizations Internet and World Wide Web

18. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 12 - 18 Methods of Primary Research Trade shows and missions Interviews and focus groups Consumer panels Environmental scanning Surveys