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Lecture 3

MARK442 Lecture 3: Conducting a Market Analysis

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University of Alberta
Jim Swaffield

Mark 442 Conducting a Market Analysis Lecture 3 Lecture Objectives After this lesson you should be able to: 1. Describe the process for assessing a countries market potential, risk and competitive strength. 2. Describe how to use Jains Taxonomy for comparing countries. Notes 1. Why Segment Countries? Rationale: There are over 200 countries in the world. It would be too costly and time consuming to conduct a detailed microanalysis of every country. A macrolevel country segmentation permits a cursory assessment of a countries market potential and risk. 2. Jains Model for Segmenting Countries essentially involves conducting a situation analysis to select a country to do business in. 3. When analyzing countries at a macro level we want to understand: (i) __________________________________________________________ (ii) __________________________________________________________ (iii) _________________________________________________________ 4. Part 1: Assessing Market Potential When assessing market potential we are trying to determine if the country has people who: Have the need for our product. Have the ability to buy our product and, Whether the product is culturally congruent 5. Methods for Assessing Market Potential 5.1. Target Market Population Analysis What is the size of the target market? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ _______________________________________________________________________. 1
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