Assessing and Analyzing
Markets
Chapter 14
Market Screening



What is it?
Environmental screening
Two types of screening

Country Screening
Initial Screening

Basic need



Specialized product
Less specialized product
Foreign Trade and Investment

Source
UN’s International Trade Statistics Yearbook
 International Trade Administration


Why can’t you look at imports?
Financial and Economic Screening


Financial
Economic

Market indicators






Survey of Buying Power
Market factors
Estimation by analysis
Trend analysis
Cluster analysis
Periodic updating
Political and Legal Screening

Entry Barriers

Profit Remittance Barriers

Policy Stability
Sociocultural Screening

Difficulties



Subjective
Hard to get information
How to get information?
Competitive Forces










Number, size, and strength of competitors
Their market share
Their marketing strategies
The effectiveness of their promotional programs
The quality levels of product lines
Their sources of products- imported locally produced
Their pricing policies
Their levels of after-sale service
Their distribution channels
Their coverage of the market
Final Selection



Visit the Country
Field Trip
Government Sponsored Trade Missions
and Trade Fairs

Trade mission


Advantages
Trade fair

Advantages
Final Selection

Local Research


Hire a local research group?
Difficulties

Cultural problems




Technological problems



Questionnaires
Social desirability
Distrust
Mail
Government rules
Common Practices
Segment Screening


Across nations
Difficulties





Definable
Large
Accessible
Actionable
Capturable