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This lesson gives an outline of the way in which an organization should select which foreign to enter. The countries that make it to stage three would all be considered feasible for market entry.
At this second stage one takes a more serious look at those countries remaining after undergoing preliminary screening. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
A research paper on the comparison on International Marketing Strategies adopted by Nestle S.A. Clipping is a handy way to collect and organize the most important slides from a presentation. International market research is a field in which we are particularly experienced, having carried out insight projects on a global scale for both public and private sector organisations on almost every continent.
In addition, we also have experience conducting global market research projects in several countries simultaneously.
Since 2001, we have completed research in over 80 countries, some of which are listed below.
We have particular experience of carrying out international market research in a number of localities, both in Europe and further afield. Research on behalf of a major cultural and educational charity in to the international use of social media with classrooms and the contexts in which the internet and social channels can be utilised for more effective learning, continued professional development and a number of other key issues for teachers. A number of international market research projects for a major producer of chemicals and chemical-derivatives. In addition to the above case studies, Alasdair Gleed (Research Director), has also given a presentation on international market research - specifically, the challenges and considerations which come with research which is being carried out in a number of languages. In order to provide the best quality international market research service for all our clients, we have vetted and approved a number of partners based around the world.


DJS Research Ltd is a full service market research company offering qualitative and quantitative insights to consumer and business to business clients across the public, private and third sectors. The International Marketing Entry Evaluation Process is a five stage process, and its purpose is to gauge which international market or markets offer the best opportunities for our products or services to succeed. So it is vital that detailed information on the target market is obtained so that marketing decision-making can be accurate. Marketing manager or their representatives should travel to a particular nation to experience firsthand the nation’s culture and business practices. Now you begin to score, weight and rank nations based upon macro-economic factors such as currency stability, exchange rates, level of domestiv consumption and so on.
Many of these projects have involved carrying out market research for companies looking towards international expansion, and have focused on understanding the business context and demand for a single international market, whilst others have been completed on behalf of major multi-nationals looking to ensure their workforce feels part of something international - market research can help understand the key barriers and enablers in both situations.
This is useful for large multi-nationals wishing to standardise their offering across several different marketplaces, or to understand the differing expectations of consumers or clientele who are located at different points around the world. We also have experience conducting international market research with hard to reach respondents – such as diaspora communities and minority groups. These projects have looked at an array of sectors, including laundry, feeds, enzymes and plastics; as well as more over-arching business issues such as international brand recognition, market research to gauge customer views on a global scale and employee safety.
Where necessary, one or more of our senior researchers will also attend to observe or carry out elements of the research process. The five steps are Country Identification, Preliminary Screening, In-Depth Screening, Final Selection and Direct Experience. Now one can deal with not only micro-economic factors but also local conditions such as marketing research in relation to the marketing mix i.e.
The company could look at close competitors or similar domestic companies that have already entered the market to get firmer costs in relation to market entry. On a first impressions basis at least one can ascertain in what ways the nation is similar or dissimilar to your own domestic market or the others in which your company already trades.
So you conduct country identification – which means that you undertake a general overview of potential new markets.


In addition, where telephone or online methodologies are required, we have an in-house team of foreign language speakers covering most major European and non-European languages. Managers could also look at other nations that it has entered to see if there are any similarities, or learning that can be used to assist with decision-making in this instance.
There might be a simple match – for example two countries might share a similar heritage e.g.
Some countries such as China require that some fraction of the company entering the market is owned domestically – this would need to be taken into account. Remember that your experience to date is based upon your life mainly in your own nation and your expectations will be based upon what your already know. There are some nations that are experiencing political instability and any company entering such a market would need to be rewarded for the risk that they would take.
After this exercise the marketing manager should probably try to visit the final handful of nations remaining on the short, shortlist. Try to be flexible and experimental in new nations, and don’t be judgemental – it’s about what’s best for your company – happy hunting. At this point the marketing manager could decide upon a shorter list of countries that he or she would wish to enter.
All of this will information will for the basis of segmentation, targeting and positioning.
One could also take into account the value of the nation’s market, any tariffs or quotas in operation, and similar opportunities or threats to new entrants.
Again at this point it is very early days and potential export markets could be included or discarded for any number of reasons.



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