Download PART I

INTERNATIONAL MARKETING
MANAGEMENT
INTERNATIONAL MARKET ENTRY PROJECT
PART I
SPRING 2003
1
PART I: ASSESSING INTERNATIONAL OPPORTUNITIES
1. SELECT A PRODUCT/SERVICE
2. IDENTIFY SCREENING CRITERIA
A. Preliminary Screening Criteria for
Country Elimination
B. Evaluation Criteria for Country Rating
1. General Country Indicators
2. Product Market Indicators
3. Competition/Infrastructure
3. SELECT COUNTRY/COUNTRIES TO ENTER
2
SCREENING PROCEDURE
STAGE 1
PRELIMINARY SCREENING
 minimum population size
 GNP per capita
 other (climate, product ownership)
STAGE 2
COUNTRY INDICATORS
 political stability
 urbanization
 economic growth
 trade restrictions
STAGE 3
PRODUCT MARKET INDICATORS
 product sales and growth
 sales of substitute products
 sales of competing products
 indicators of target segment
STAGE 4
COMPETITION/INFRASTRUCTURE
 presence/strength of competition
 mass-communications
 distribution channels
3
SOHO SCOTCH:
INTERNATIONAL SCREENING METHODOLOGY
Preliminary Screening: Countries Reviewed: 132; Countries Passed: 15
1. Population
>8 million people
2. GNP Per Capita
>$3,500
3. Urbanization
>60%
General Country Indicators: Countries Reviewed: 15; Countries Passed: 10
1. Political Stability
Stable for at least 4 years
2. Economic Stability
Stable for at least 4 years
3. Predicted Inflation
<6% (4-year period)
4. Percentage of Population
Between 25-49 Years of Age
>35%
5. Religious Restrictions
None
4
SOHO SCOTCH:
INTERNATIONAL SCREENING METHODOLOGY
Product Market Indicators: Countries Reviewed: 10; Countries Passed: 2
1. Per Capita of Consumption of Spirits
>4
2. Import Restrictions
None
3. Per Capita Consumption of
Non-alcoholic Beverages
>$150
4. Presence of Dewar’s
No
Infrastructure: Countries Reviewed: 2; Countries Passed: 1
1. Advertising & Promotional Expenditure
>$200
2. Trends in Advertising Expenditure
>20%
3. Advertising Restrictions
None
5
GREENAGE HEMP ECOLLECTION:
INTERNATIONAL SCREENING CRITERIA
A. Preliminary Screening Criteria
1. GNP Per Capita
>$3,000
2. Population
>5,000,000
3. GNP Annual Growth
>1.0%
4. Urban Population
>50%
B. General Country Indicators
1. Political Stability
>A-
2. Predicted GDP Growth/
Year (95-99)
>1.5%
3. Predicted Inflation Growth/
Year (95-99)
<4%
6
GREENAGE HEMP ECOLLECTION:
INTERNATIONAL SCREENING CRITERIA
C. Product Market Indicators
1. Environmental Party Having Seats in Government
>Yes
2. Level of Fiber Recycling (paper)
>30%
3. Consumer Expenditures on Clothing (US $ mn)
>2000
4. Per Capita Spending on Clothing (US $)
>450
5. % of 15-65 Years Old Segment
>60%
6. % of 15-24 Years Old Segment
>14%
7. Level of Textile Imports
>$2000mn
D. Infrastructure
1. Trends in Freight Transport: Rail and Road
and Sea in Million Tones Kilometer
2. Advertising Expenditure Per Medium in
% of Total Expenditure
7