CBA 300 Lecture Notes - Lecture 11: World Trade Organization, Dataquest, Economist Intelligence Unit
Assessing & Analyzing Global Markets
The Marketing Screening Model
• Market screening attempts to eliminate less desirable country markets
• The model assumes the firm (or product line) has not already entered the countries being screened
• Countries are the unit of analysis. Segment Screening examines groups of consumers, organizations, or
industries
o Initial Screening: Basic need potential
▪ Is there a market?
o 2nd Screening: Financial & economic forces
▪ Market indicators (size, growth)
▪ Market factors (demand)
▪ Trends
o 3rd Screening: Political & legal forces
▪ Are there entry barriers?
▪ Can profits be repatriated?
▪ Are policies stable
o 4th screening: Sociocultural forces
▪ Will there be consumer resistance to our product or company?
o 5th screening : Competitive forces
▪ What is the nature of the competition in this market?
o Final selection: Personal visits
▪ Can fact verified in the country?
▪ Field trips, government sponsored trade missions & fairs
▪ Local Research
Local Market Research: Data Resources
• Secondary Data: Information that already exists
o Relatively inexpensive & quick to obtain
• Primary Data: Information collected for a specific purpose
o Tailored to research question, but often expensive & time-consuming
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