International marketing research and opportunity analysis

5 important questions on International marketing research and opportunity analysis

Research into international market issues can incorporate 3 major roles?

  1. cross-cultural research
    -> research across nation of cultural groups
  2. foreign research
    -> research in another country
  3. Multi-country research
    -> research in all the countries were company is represented

What are the techniques to analyse other countries?


  • Demand pattern analysis
    -> countries of different level of economie have different demand and consumption 
  • Multiple factor indices
    -> Car + insurance
  • analogy estimation
    -> looking at similar market
  • Macro survey technique
    -> looking at a bigger community (beter specialist)
  • Risk evaluation  
    -> How higher the risk how higher the importent.

What is the international marketing segmentation?

  1. Geographic criteria
  2. Transnational criteria (A way of living)
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3 category business portfolio matrix

  1. primary opportunity (Best markets)
  2. secondary opportunity (opportunities are political or economical risk full)
  3. Tertiary opportunity  (Catch what you can markets)

What are the 4 basic elements of markets attractiveness?

  1. Market size
  2. market growth rate
  3. government regulations
  4. economic and political stability

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