Target International Market

In planning international market entry strategies, managers are striving to match products against markets. Which products shall we market abroad? To which countries? These are the two key questions at the start of the planning process. It follows that decisions on international products and markets involve the simultaneous determination of a candi­date product and a target market.

This chapter elaborates the first box in Figure 1. To simplify that elaboration, we assume that the company is considering international mar­ket entry for the first time. We also focus on the choice of a single target product/market. Entry strategies for multiple products in multiple country markets are treated in Chapter 8. We begin by examining the choice of a candidate product for foreign market entry and then turn to the choice of a target market. The latter step involves an overview of country markets, screening country markets, and estimating industry market potentials and company sales potentials.

Source: Root Franklin R. (1998), Entry Strategies for International Markets, Jossey-Bass; 2nd edition.

One thought on “Target International Market

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