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Unformatted text preview: country attractiveness 17:14 3Basic goalcountry sales potential Country sales forecastsa chain ratio method: Forecasted country sale= Forecasted industry sales x Forecasted market share Where Country sales is the saels of your firm in a given country Industry sales in that country To develop an estimate of industry sales, determinants such as economic growth, disposable incomes, social and political development, and dynamics of the product life cycle need to be incorporated Market share in that country The market share prediction relates directly to factors such as competitive situation and marketing efforts The bass models Rogers theory (60s) Factors affecting the rate of diffusion Within a country Product-related High relative advantage over existing products High degree of compatibility with existing approaches Low complexity Can be tried on a limited basis Benefits are observed Market related Types of innovation adoption decisions (e.g., does it involve switching from familiar way of doing things?) Communication channels used Nature of links among market participants...
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This note was uploaded on 02/14/2012 for the course MKT 4443 taught by Professor Robertmcclaren during the Fall '10 term at LSU.
- Fall '10