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Segmentation & Entry Mode

Segmentation & Entry Mode

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Published by: rajuarora40 on Apr 25, 2011
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04/25/2011

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1
Market segmentationEntering international markets
 Ana Colovic
 
2
Market screening techniques
‡Choosing which market to enter is a keystrategic decision.‡Correct market definition is crucial for themeasurement of share and other indicators of performance, for the specification of targetcustomers and their needs and for therecognition of important competitors.
 
3
I
dentifying appropriatemarkets
‡Screening countries against a series of factors. Keyareas of interest are:
 ±Market size (population, age structure, levels of domesticproduction and imports, number of firms serving themarket«) ±Structure of the population (age groups, geographicaldistribution, population density«) ±Economic development ±
I
ncome and wealth (GDP, GDP per capita) ±Business environment (religious or cultural norms, laws,tariffs) ±Storage and transport facilities ±Political considerations ±Local competition

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