factors influencing international market selection & segmentation
DESCRIPTION
marketingTRANSCRIPT
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Factors Influencing International Market Selection & Segmentation
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Internal Factors in Foreign Market Selection
• Personnel• Management • Customers• Capital Requirements• Social Assessment• Corporate Social Responsibility• Time and Research
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External Factors in Foreign Market Selection
• Market potential• Market size• Market growth• Competitive intensity• Political environment• Legal environment• Economic environment• Culture• Infrastructure
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MARKETING DECISION
• Go international or remain
domestic
• Which markets to enter
• How to enter target markets
• How to market in target markets
MARKETING INTELLIGENCE
• Assessment of global market and firm's potential share in it, in view of local and international competition, compared to domestic opportunities.
• A ranking of world markets according to market potential, local competition and the political situation.
• Size of markets, international trade barriers, transport costs, local competition, government requirements and political stability.
• For each market, buyer behaviour, competitive practice , distribution channels, media, company experience
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International Market Selection Process
It is a process of evaluating various market segments and focusing marketing efforts on a country, region or a group of people that has significant potential to respond.
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CRITERIA FOR PRELIMINARY SCREENING
• MARKET SIZE (present & future potential) Population Income• ACCESSIBILITY TO INTERNATIONAL MARKET
TARIFF NON-TARIFF BARRIERS
• PROFITABILITY
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TARIFF BARRIERS
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NON-TARIFF BARRIERS
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