Export market research

Introduction
• Export market research is the process of
gathering and evaluating information in the
target foreign market with the objective of
identifying market opportunities and
constraints.
• Market research is critical to successful export
marketing. Knowledge of the
target market enables you to determine what
motivates buying decisions. It helps you choose
a location, determine the product or services to
offer, establish pricing and plan a selling
strategy.
Export market research
• Some of the specific issues an export market
research would cover include:
▫ Demand, growth and price trends for the product.
▫ Consumer purchasing habits and cultural practices.
▫ The extent of the competition and who are the main
competitors in a specific market or region?
▫ Market characteristics in terms of size, distribution
channels, production, what do they produce, how do
they distribute, how do they communicate and what
are their strategies?
▫ The size of the market itself. How many inhabitants
are there? How is the economy doing and what about
the investment climate?
Assignment
• Do a write up on export marketing research and
what it entails in terms of aspects and
importance.

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