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International marketing expansion into a new country and market

Ime2 has 3 major factors.

- country risk; market risk and swot

Country risk is done by looking at broad indicators. Week 2 and 6 lecture slides have these indicators.

Objectives need to be kept in mind. Namely the risks and opportunity of stepping in the country. 10 indicators need to be broad out of 22 or 8 from 18.

Product market potential- consumption expenditure, credit growth, exports and imports in the industry etc.

For instance, for tourism you’d check the rates of hotel rooms and revenue earned per room.

For trade, freight index.

Rotters data is in the library in case it’s needed.

Next part needs to have focused critical index, in order to make judgement on country risk and market potential. 5-6 indicators.

The infrastructure requirements:

Media, physical distribution, knowledge economy readiness and availability of financing, digital economy.

Some or all of these may apply to your company.

Finally,

Swot analysis.

Strength and weaknesses of a company. Can’t be copied from group mates.

Opportunities and threat- summary of part 1, be wary of self plagiarism.

Judgements using

Product usage and sales data

Product sales of competing or substitute products

And competition, which needs to be looked at before swot

Length, 10 pages at most.

Dovednosti: Google Analytics, Výzkumná práce

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