International Market Selection - Issues and Methodologies

International Market Selection - Issues and Methodologies -...

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Unformatted text preview: International Market Selection Issues and Methodologies A Global Marketing Paper Conducted by Kai F. Mahnert, 03113060 Sarah McGauley, 00359157 Laura McGrath, 00453340 Liz McGrath, 03113094 Conducted for Dr Aidan Daly, Lecturer in Global Marketing, NUI Galway Date 22 nd March 2004 1 TABLE OF CONTENTS ABSTRACT .................................................................................................................. 3 INTRODUCTION ........................................................................................................ 3 OBJECTIVES ............................................................................................................... 5 LIMITATIONS ............................................................................................................ 5 RATIONALE FOR INTERNATIONAL TRADE .................................................... 6 Objectives of an organisation .................................................................................. 6 The creation of stakeholder value ........................................................................... 6 INTERNAL FACTORS IN FOREIGN MARKET SELECTION .......................... 7 Personnel ................................................................................................................... 7 Management .............................................................................................................. 8 Customers .................................................................................................................. 8 Capital requirements ............................................................................................... 8 Social assessment ...................................................................................................... 9 Corporate social responsibility ................................................................................ 9 Time and research .................................................................................................. 11 METHODOLOGIES ................................................................................................. 11 Preliminary screening ............................................................................................ 12 In-depth screening .................................................................................................. 12 Final selection ......................................................................................................... 13 EXTERNAL FACTORS IN FOREIGN MARKET SELECTION ....................... 14 Market potential ..................................................................................................... 14 Market size ........................................................................................................... 14 Market growth ...................................................................................................... 15 Competitive intensity ................................................................................................
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International Market Selection - Issues and Methodologies -...

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