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Spanglish

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International Market Selection – Issues and Methodologies

A Global Marketing Paper

Conducted by Kai F. Mahnert, 03113060

Sarah McGauley, 00359157

Laura McGrath, 00453340

Liz McGrath, 03113094

Conducted for Dr Aidan Daly, Lecturer in Global Marketing, NUI Galway

Date 22nd March 2004

TABLE OF CONTENTS

Abstract 3
Introduction 3
Objectives 5
Limitations 5
Rationale for International Trade 6 Objectives of an organisation 6 The creation of stakeholder value 6
Internal factors in Foreign market selection 7 Personnel 7 Management 8 Customers 8 Capital requirements 8 Social assessment 9 Corporate social responsibility 9 Time and research 11
Methodologies 11 Preliminary screening 12 In-depth screening 12 Final selection 13 external factors in foreign market selection 14 Market potential 14 Market size 14 Market growth 15 Competitive intensity 15 Competitive entry 15 Entry barriers 16 Political environment 16 Political issues for consideration in market selection 17 Risk assessment 17 Legal environment 19 Legal systems 19 Economic environment 20 Economic development 20 Culture 22 Infrastructure 23
Conclusion 23
References 26
International Market Selection

Issues and Methodologies

Kai F. Mahnert, Sarah McGauley, Laura McGrath & Liz McGrath

MBS in Marketing, NUI Galway

Abstract

International market selection is one of the most important decisions to be made by organisations engaging in international trade. Yet, despite its importance, the approaches taken by many organisations in identifying profitable and servable markets in the international context are often based on ad hoc decisions and intuition, rather than a formalised attempt to match the organisation with appropriate foreign target markets. This paper

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