COUNTRYMANAGER

Market Attractiveness
Your first big decision in CountryManager is to identify which market to enter first. The market
you select should meet two criteria: (1) enable you to establish a profitable business in the
country and (2) provide the base for subsequent regional expansion. In this assignment, you will
identify criteria for measuring market attractiveness, and use the criteria to rate each of the
countries in the region. After completing the assignment, you should have a better understanding
of the markets in the scenario.

1. Identify up to six criteria for evaluating the attractiveness of markets in the region, and
weight their importance (weights should add to 100).
CRITERIA WEIGHTS
%
%
%
%
%
%
TOTAL: 100%
2. Enter up to five countries in the table below (these may be prescribed by your instructor
or of your own choosing), and rate them on a scale from 1-10 (low to high) for each of the
criteria. Enter the weighted ratings in the table and calculate the total rating for each
country.
WEIGHTED COUNTRY RATINGS
CRITERIA

TOTALS:
3. Which country is most attractive based on the ratings? Are there any other considerations
you will use in your decision?