International Market Selection: A Comprehensive Guide to Systematic Approaches and Entry Modes
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International Market Selection: A Systematic Approach
Expansive Approach
Firms gradually move into international markets, starting with markets similar to their domestic market. This approach reduces perceived risk and information requirements.
- Lower cultural distance: increased confidence
- Lower costs associated with unfamiliar markets
Screening Approach
Involves systematically filtering the global market using criteria to identify the most suitable market for the firm.
Aim: Identify the market with the greatest marketing opportunity.
Stages of Screening Approach
Stage 1: Initial Screening
Objective: Identify national markets for further analysis.
Stage 2: Analysis of Potential Sales for an Industry in Country
Consider:
- Forecast of future sales
- Minimum scale
- Transport