Market Analysis FrameworkGlobal Marketing
This framework is designed as a source of reference for students. It includes broadcategories of data that will be useful for making market comparisons. The data should notbe looked as a mere fact, but should be interpreted in view of the exercise objective. Itmust be adapted for a particular company / product / country. Some of the data may needto be researched specifically and may not be available off-the-shelf. Students are advisedto add such desired data fields into their presentation.
There are two broad categories of information in this guideline: general economic datathat serve as a basis for an evaluation of the economic soundness of a country, andinformation on channels of distribution and media availability.
IntroductionInclude short profile of the company, the product to be exported, and the countrywith which you wish to trade.II. PopulationA. Total (Individuals, Families)1. Growth rates2. Number of live births3. BirthratesB. Distribution of population1. Age2. Sex3. Geographic areas (urban, suburban, and rural density and concentration)4. Migration rates and patterns5. Ethnic groupsIII. Economic statistics and activityA. Gross national product (GNP or GDP)1. Total2. Rate of growth (real GNP or GDP)B. Personal income per capitaC. Average family incomeD. Distribution of wealth1. Income classes2. Proportion of the population in each class3. Is the distribution distorted?E. Disposable Income by each income classF. Minerals and resources