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International Marketing

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International Marketing ­ MKT630
VU
Lesson # 17
DETERMINING
EXPORT
POTENTIAL
IN
INTERNATIONAL
MARKETS
Analysis of Industry Market Potential
Stage Two: Analysis of Industry Market Potential:
After the foreign country markets are screened on the basis of their macro environments, the short listed
markets are further analyzed for the industry potential. In the following are the factors that are evaluated
to determine the industry potential;
Market Access:
­
Limitations on trade: tariff levels, quotas
­
Documentation and import regulations
­
Local standards, practices, and other non-tariff barriers
­
Patents and trademarks
­
Preferential treaties
­
Legal considerations: investment, taxation, repatriation, employment, code of laws
Product Potential:
Customer needs and desires
­
Local production, imports, consumption
­
Exposure to and acceptance of products
­
Availability of linking products
­
Industry-specific key indicators of demand
­
Attitude toward products of foreign origin
­
Competitive offerings
­
Availability of intermediaries
­
Regional and local transportation facilities
­
Availability of manpower
­
Conditions of local manufacture
­
At the end of the stage two analysis, international marketers would be able to identify promising
international markets with strong industry potential.
Stage Three: Analysis of Company Sales Potential:
The third stage of the screening process involves assessing company sales potential in those countries
that prove promising based upon the earlier analysis. Following factors are considered for evaluating
international markets for firm sales and profit potential;
Sales Volume Forecasting:
Size and concentration of customer segments
­
Projected consumption statistics
­
Competitive pressures
­
Expectations of local distributors/agents
­
Landed Cost:
52
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International Marketing ­ MKT630
VU
Costing method for exports
­
Domestic distribution costs
­
International freight and insurance
­
Cost of product modification
­
Cost of Internal Distribution:
Tariffs and duties
­
Value-added tax
­
Local packaging and assembly
­
Margins/commission allowed for the trade
­
Local distribution and inventory costs
­
Promotional expenditures
­
Other determinants of Profitability:
Going price levels
­
Competitive strengths and weaknesses
­
Credit practices
­
Current and projected exchange rates
­
The three stage analysis would thoroughly evaluate international markets for macro level, industry level
and firm sales and profit potential. The country markets that appear to be potential opportunity on the
three
stage
analysis
may
then
be
targeted
for
exports.
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Table of Contents:
  1. OVERVIEW OF INTERNATIONAL MARKETING:Domestic marketing, Multinational marketing, Globalization of markets
  2. INETRNATIONAL MARKETING PROCESS:Situation Analysis, Implementation and Control, Relationship
  3. INETRNATIONAL MARKETING PROCESS:The Product Concept, The Societal Marketing Concept
  4. INETRNATIONAL MARKETING PROCESS
  5. ENGAGING IN INETRNATIONAL MARKETS:Expansion of technology, Merchandize export and import
  6. INTERNATIONAL TRADE & INVESTMENT THEORIES:Theory of Comparative Advantage, Country Similarity Theory
  7. INTERNATIONAL TRADE & INVESTMENT THEORIES:Global Strategic Rivalry Theory,
  8. INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:Foreign exchange info
  9. INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:The Product
  10. FOREIGN NATIONAL ENVIRONMENTS:Political systems in the world, Political risks in international markets
  11. FOREIGN NATIONAL ENVIRONMENTS:Types of legal systems,
  12. FOREIGN NATIONAL ENVIRONMENTS:Conciliation, Mediation, Global relevance
  13. ROLE OF GOVERNMENTS IN INTERNATIONAL MARKETS:Industry-level needs, Promotion of exports by governments
  14. INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:The concept of culture, Attitudes & beliefs,
  15. INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:Culture is a human medium
  16. DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Political Environment
  17. DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Product Potential
  18. INTERNATIONAL MARKETING RESEARCH PROCESS:market structure, Implementing the research plan
  19. INTERNATIONAL MARKETING RESEARCH PROCESS:Identify alternative information sources
  20. INTERNATIONAL MARKETING RESEARCH PROCESS:Issues with primary global research:
  21. INTERNATIONAL MARKETING RESEARCH PROCESS:Problems with data, Comparative Analysis
  22. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Export intermediaries, Export and import management
  23. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Licensing contract, Licensing risks
  24. MODES OF ENTRY INTO INTERNATIONAL MARKETS:The franchiser’s balance,
  25. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Forms of countertrade, Specialized entry modes
  26. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Demand factors, Political factors
  27. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Drivers behind successful joint ventures
  28. MODES OF ENTRY INTO INTERNATIONAL MARKETS:Distribution agreements, Critical mass & optimism traps
  29. INTERNATIONAL STRATEGIC ALLIANCES:Impetus for international alliances, Management of strategic alliances
  30. INTERNATIONAL CONSUMER MARKETS:Model of Consumer BehaviorThe Buyer Decision Process
  31. INTERNATIONAL BUSINESS MARKETS:Nature of buying unit, Major influences on international business buyers
  32. INTERNATIONAL TARGET MARKETING:Market segmentation, Market positioning
  33. INTERNATIONAL MARKET SEGMENTATION:Geographic, Behavioral, Situational factors
  34. INTERNATIONAL MARKET SEGMENTATION:Basis for country segmentation, Stages of economics development
  35. INTERNATIONAL MARKET SEGMENTATION:Cultural Variables,
  36. INTERNATIONAL MARKET SEGMENTATION:Market coverage strategy, Socio-economic variables
  37. INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Individual product decisions, Branding
  38. INTERNATIONAL MARKETING MIX – PRODUCT POLICY:
  39. INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Modular Approach
  40. INTERNATIONAL MARKETING MIX – PRODUCT POLICY:Issues in labeling, Pricing, Distribution
  41. INTRODUCING NEW PRODUCTS IN INTERNATIONAL MARKETS:The new product development process
  42. PRICING IN INTERNATIONAL MARKETS:Factors influencing international pricing,
  43. ITERNATIONAL MARKETING CHANNELS:Channel membership, Vertical marketing, Control over distribution
  44. PROMOTING IN INTERNATIONAL MARKETS:Advertising, Direct marketing, Public Relationing
  45. REVISION