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1、AnalyzingInternationalOpportunitiesChapter12LearningObjectives1.Explaineachofthefourstepsinthemarketandsitescreeningprocess.2.Describethethreeprimarydifficultiesofconductinginternationalmarketresearch.3.Identifythemainsourcesofsecondaryinternationaldataandexplaintheirusefulness4.Describeth
2、emainmethodsusedtoconductprimaryinternationalresearchStarbucksintroducedacoffeeculturetotealoversinChinaStarbucksbroughtEuropean-stylecoffeetotheUnitedStatesandthentookitsAmerican-stylecoffeehousestoEuropeGlobalBuzzOverStarbucksStep4:SelecttheMarketorSites`Fieldtrips`CompetitoranalysisStep
3、3:MeasureMarketorSitePotentialCurrentsales,incomeelasticity,marketpotentialindictorQualityofworkforce,materials,infrastructureStep2:AssesstheNationalBusinessEnvironmentLanguage,attitudes,religiousbeliefs,traditions,workethicGovernmentregulation,governmentbureaucracy,politicalstabilityFisca
4、landmonetarypolicies,currencyissuesCostoftransportinggoods,countryimageStep1:IdentifyBasicAppealSuitabilityofclimate,absolutebansAccesstomaterials,labor,financingC#ScreeningProcessforPotentialMarketsandSitesDeterminingBasicDemandDeterminingAvailabilityofResources(rawmaterials,labor,capital
5、)IslamiccountriesStep1:IdentifyBasicAppealCulturalForcesCulturalelementscaninfluencewhatkindsofproductsaresoldandhowtheyaresold;Culturalelementsinthebusinessenvironmentcanalsoaffectsite-selectiondecisions.;Workethicandeducationalattainmentisveryimportant.EconomicandFinancialForce(currencya
6、ndliquidityproblems)Otherforces(costoftransportingmaterialsandgoods:countryimage)PoliticalandLegalForces(governmentregulation,governmentbureaucracyandpoliticalstability)Step2:AssesstheNationalBusinessEnvironmentConductingGlobale-BusinessMeasuringMarketPotentialMeasuringSitePotentialIndustr
7、ializedMarketsincomeelasticity:sensitivityofdemandforaproductrelativetochangesinincome.income-elastic//income-inelasticEmergingMarketsCompaniesconsideringexporting—marketpotentialindicatorCompaniesconsideringinvesting--MarketSize/MarketGrowthRate/MarketIntensi
