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    K60 - Nguyễn Thanh Xuân
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    The document discusses international market selection processes for small- and medium-sized enterprises (SMEs) versus large enterprises. It presents a model for international market selection with 4 steps: 1) selecting relevant segmentation criteria, 2) developing market segments, 3) screening segments to narrow down target countries, and 4) further microsegmentation of target countries. The document also discusses market expansion strategies such as the incremental and simultaneous approaches, and the market expansion matrix. It concludes with two case studies on international expansion.

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    Market selection

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    CHAPTER 8 (2)

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    The document discusses international market selection processes for small- and medium-sized enterprises (SMEs) versus large enterprises. It presents a model for international market selection with 4 steps: 1) selecting relevant segmentation criteria, 2) developing market segments, 3) screening segments to narrow down target countries, and 4) further microsegmentation of target countries. The document also discusses market expansion strategies such as the incremental and simultaneous approaches, and the market expansion matrix. It concludes with two case studies on international expansion.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    2 views19 pages

    Chapter 8

    Uploaded by

    K60 - Nguyễn Thanh Xuân
    The document discusses international market selection processes for small- and medium-sized enterprises (SMEs) versus large enterprises. It presents a model for international market selection with 4 steps: 1) selecting relevant segmentation criteria, 2) developing market segments, 3) screening segments to narrow down target countries, and 4) further microsegmentation of target countries. The document also discusses market expansion strategies such as the incremental and simultaneous approaches, and the market expansion matrix. It concludes with two case studies on international expansion.

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    © All Rights Reserved
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    of 19

    THE INTERNATIONAL

    MARKET SELECTION
    PROCESS
    TABLE OF CONTENT

    1 INTERNATIONAL MARKET SELECTION:


    4 GLOBAL PRODUCT
    SMES VS LSES

    2 BUILDING MODEL FOR


    5 SUMMARY
    IMS

    3 MARKET EXPANSION 6 CASE STUDY


    STRATEGIES
    INTERNATIONAL MARKET SELECTION: SMES
    VERSUS LSES

    Building a model for


    international market
    selection

    Potential determinants of the firm’s


    choice of foreign markets

    Market-screening model

    International market segmentation


    Market-screening model

    International market segmentation


    STEP 1+2

    Market-screening model

    International market segmentation


    STEP 3

    Market-screening model

    International market segmentation


    STEP 3

    Market-screening model

    International market segmentation


    STEP 4

    Market-screening model

    International market segmentation


    STEP 4

    Market-screening model

    International market segmentation


    STEP 4

    Market-screening model

    International market segmentation


    STEP 4

    Market expansion
    strategies
    The incremental
    strategy (waterfall
    approach) and simultaneous strategy
    (the shower approach)

    Expansion strategy for the SME


    Appropriate global marketing strategies


    for SMEs

    Expansion strategy for the SME


    The market expansion matrix

    Expansion strategy for the


    SME

    International market diversification


    versus market concentration

    The global
    product/market
    portfolio

    SUMMARY

    SELECTION OF RELEVANT SEGMENTATION


    CRITERIA;
    In SMEs, in particular, international market selection is simply DEVELOPMENT OF APPROPRIATE SEGMENTS;
    a reaction to a stimulus provided by a change agent, in the
    form of an unsolicited order. A more proactive and systematic SCREENING OF SEGMENTS TO NARROW DOWN
    approach to IMS entails: THE LIST OF APPROPRIATE COUNTRIES (CHOICE
    OF TARGET)

    MICROSEGMENTATION: DEVELOPMENT OF
    SUBSEGMENTS IN EACH QUALIFI ED COUNTRY OR
    ACROSS COUNTRIES.
    CASE STUDY

    CASE STUDY II.1 (P.308) CASE STUDY 8.3 (P.305)


    Bajaj Auto: the Indian motorcycle Hasbro
    manufacturer internationalizes its
    business

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