人大系列国际营销讲义.ppt

CHAPTER 1 Potential market assessment: Determination of attractive markets Contents The focus question How can a business organization select a number of assessment criteria to determine the attractiveness of potential country markets in an effective and efficient way? Contents Process of potential market assessment Corporate policy Market assessment criteria Contents Assessment of country markets Assessment criteria concerning the macro-environment Geographic proximity : Latin America Geographic proximity : East Asia Culture and social influences Level of economic development Assessment criteria concerning the operating environment Substance of local product market Substance of local product market Accessibility of local product market Criteria selection guidelines Contents Determination of attractive country markets Matrix of interrelationships among macro-environment dimensions POTENTIAL MARKET ASSESSMENTECONOMIC ENVIRONMENT INTERNATIONAL MARKETING Contents The focus question What are the relevant dimensions of the economic environment of the company’s served product market, how are they shaped in the geographic markets under consideration, and what impacts do they have on the attractiveness of those markets? Contents Assessing the economic environment A modern economy is characterized by: Skills and flexibility of its population Available infrastructure and level of technology Level of relative ecological balance Steps of analyzing the economic environment Steps 1 Determination of relevant characteristics of the economic environment For example: Very Fine Products Inc. Steps 2 Assessment of current states of the relevant characteristics in potential country markets Steps 3 Anticipation of potential states of the relevant characteristics on the planning horizon For example: Japan in 90s Steps 4 Evaluation of economic environments For example: Wm. Wrigley Jr. Co. Contents Bases of economic wealth population Size and growth Immigration Age