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Analyzing International Opportunities

Doing Global Business Presentation
by

David Timis

on 21 February 2014

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Transcript of Analyzing International Opportunities


AGENDA
Analyzing International Opportunities
by: Anton, Boris, David, Irina and Oana
1. Screening Potential Markets and Sites

2. Difficulties of Conducting Market Research

3. Sources of Secondary International Data

4. Methods of Primary Research
Difficulties of Conducting Market Research
Market Research
The collection and analysis of information used to assist managers in making informed decisions
Availability of Data
Comparability of Data
Cultural Problems
Screening Potential Markets and Sites
Identify Basic Appeal
Determining basic demand - is there a basic demand for our product?

Determining availability of resources – are resources critical to local business activity found in the national market? Can these resources be imported?

Assessing the National Business Environment
Measuring Market or Site Potential
Screening Process
There are inherent differences in how one conducts this depending on the type of market

The two types of markets are:
Industrialised markets
and Emerging Markets

Income Elasticity
Industrialised Markets
Emerging Markets
Sources of Secondary International Data
International Organizations
Industry and Trade Associations
Government Agencies
Service Organizations
Internet and WWW
Methods of Primary Research
Trade Shows and
Trade Missions
Surveys
Interviews and Focus Groups
Environmental Scanning
International Trade Statistics Yearbook

International Trade Centre

International Development Agencies
CIA: Central Intelligence Agency World Factbook
Why interview?

Reveal emotions, attitudes, cultural beliefs

Why focus groups?

Encourage free discussions

If the moderator is native can better detect body language

Impact of culture

In many emerging and developing countries previously gathered information can be difficult to obtain
Even when market data is available, data must be interpreted with caution
Marketers conducting research in unfamiliar markets must explore how cultural variables influence information
censorship
misinterpretation
reliability
tips
OUT OF CLUTTER,
FIND SIMPLICITY,
FROM DISCORD,
FIND HARMONY,
IN THE MIDDLE OF
DIFFICULTY LIES
OPPORTUNITY

ALBERT EINSTEIN

1) CULTURE
- Cultural elements can influence what kinds of products are sold and how they are sold (e.g. Coca Cola in China)

2) POLITICAL AND LEGAL FORCES
- Restrictions on imports, exports and investment
Assessing the National Business Environment
3) GOVERNMENT BUREAUCRACY
Assessing the National Business Environment
4) POLITICAL STABILITY
5) ECONOMIC AND FINANCIAL FORCES
Assessing the National Business Environment
Poor fiscal & monetary policies

Currency and liquidity problems

Readily available information, examples:

Import/ export ratio of said product

Scrutinising local pricing trends


Final Steps
DIFFERENCES

Information not so readily available

Market potential indicator

Measuring site potential

SELECTION

Dozen or so candidates

Field Trips

Competitor analysis

IEoD = (% Change in Quantity Demanded)/(% Change in Income)

Normal Goods (IEoD>0)

Inferior Good (IEoD<0)

IEoD = (% Change in Quantity Demanded)/(% Change in Income)

Normal Goods (IEoD>0)

Inferior Good (IEoD<0)

The Trade Information Center ( TIC): US Department of Commerce

Eg: The Chilean Trade Commission,
Japanese External Trade Organization (JETRO)

Google
in
Staged Crying
Emerging Markets
Full transcript