chapter  3
10 Pages

External analysis

WithMarlies Harlaar, Otto de Leeuw

In this chapter, the authors focus on target market selection and deal with crucial aspects of export market research. In order to identify country or market segments, people need to compile a list of priorities, based on potential profit, expected turnover and estimated risk. These priorities form the basis of our selection criteria. The country or market segment with the highest risk and lowest return will be right at the bottom of our list. Management, area managers, marketing and sales staff should be able to tell which criteria are most relevant for the company and the product, and which weights and scores should be given to these factors. Working from our completed external analysis people can now identify the major threats and opportunities for our company per export country. People can expect to find opportunities for the company that will improve market position.