Case Study 6 Assignment 3

Case Study 6 Assignment 3
Session#5 Global Market Opportunity Assessment
Chapter 8:
Global Market Opportunity
Assessment
International Business: The New Realities, 4th Edition, Global Edition
by
Cavusgil, Knight, and Riesenberger
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Learning Objectives
12.1 Understand analyzing organizational readiness to
internationalize.
12.2 Determine the suitability of products and services
for foreign markets.
12.3 Describe screening countries to identify target
markets.
12.4 Understand assessing industry market potential.
12.5 Explain about choosing foreign business
partners.
12.6 Know about estimating company sales potential.
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Global Market Opportunity
A favorable combination of circumstances, locations,
or timing that offer prospects for exporting, investing,
sourcing, or partnering in foreign markets.
Typical opportunities include the option to:
? market products and services;
? establish factories or other production facilities to
make offerings more competently or cost-effectively;
? procure raw materials or components, services of
lower cost or superior quality; and
? Enter collaborative arrangements with foreign
partners.
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The Six Tasks of Global Market
Opportunity Assessment (GMOA)
1. Analyze organizational readiness to internationalize.
2. Assess the suitability of the firm’s products and
services for foreign markets.
3. Screen countries to identify attractive target markets.
4. Assess the industry market potential, or the market
demand, for the product(s) or service(s) in selected
target markets.
5. Choose qualified business partners,
such as distributors or suppliers.
6. Estimate company sales potential
for each target market.
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Task 1. Organizational Readiness
• Analyze organizational readiness to internationalize
to provide an objective assessment of the firm’s
preparedness to engage in international business.
• It is achieved by examining company strengths and
weaknesses for international business, by evaluating
availability in the firm of key factors, such as:
– Appropriate financial and tangible resources.
– Relevant skills and competencies.
– Management’s commitment to internationalization.
• Eliminate deficiency that hinder achieving firm goals.
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Questions to Address in
Organizational Readiness Analysis
• What does the firm hope to gain from international
business? For example, increasing sales or profits,
challenging competitors, pursuing a global strategy?
• Is international business expansion consistent
with other company goals, now or in the future?
• What demands will internationalization place on
company resources, such as finance, personnel, and
manufacturing capacity?
• What is the basis of the firm’s competitive
advantage?
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Task 2. Product Suitability
• Assess suitability of the firm’s products and services
for foreign markets by conducting a systematic
assessment of company offerings for international
customers. Evaluate the fit between the offerings and
foreign customer needs.
• For each possible target market, identify the factors that may hinder market potential.
Determine how the offering may need to be adapted for each market. Specifically, assess the
offering regarding such factors as foreign customer characteristics, laws and regulations,
channel intermediary requirements, and nature of competitors.
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Products with the best foreign sales prospects:
c
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Questions to Measure
International Market Potential
• Who initiates purchasing?
• Who uses the product or service?
• Why do people buy the product
or service?
• Where do people purchase the
product or service?
Source: Dmitriy Shironosov/123RF
• What economic, cultural, geographic, and other
factors in the target market may limit sales?
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Task 3. Country Screening
• Screen countries to identify target markets.
Reduce the number of countries that warrant
in-depth investigation as potential target markets
to a manageable few.
• Identify five or six countries that hold the best
potential by assessing each country regarding such
criteria as: size and growth rate, “market intensity”
(customers’ buying power), “consumption capacity”
(size and growth rate of the middle class), country’s
receptivity to imports, infrastructure for doing
business, economic freedom, and country risk.
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Example: Brazil and Health Products
• Brazil is one of the top new markets for medications
and other health products.
• Thanks to rising income, Brazil’s 70 million middleclass consumers now spend much on health care.
• Global pharmaceutical firms are targeting
medications to Brazilian consumers, especially
senior citizens, who are prone to diabetes, heart
disease, and respiratory ailments.
• Brazilians increasingly buy health insurance, which
enables them to invest in personal health care.
Source: S. Agarwal, J. d’Almeida, and T. Francis, “Capturing the Brazilian Pharma Opportunity, April 2012,
McKinsey Quarterly, retrieved from www.mckinseyquarterly.com.
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Specific Considerations
• Cultural similarity with target market may matter.
Some firms target countries that are “psychically”
similar in terms of language and culture.
• Nature of information sought varies with product
and industry. For farming equipment, consider
countries with much agricultural land and farmers
with higher incomes. For semiconductors, target
countries that manufacture computers.
• Targeting a region may make sense. For example,
the European Union, Latin America.
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Screening Methodology for
Potential Country Markets: Two Methods
1. With Gradual Elimination, the firm starts with
numerous prospective target countries and narrows
the choices by examining increasingly specific
information. Initially, the researcher obtains macro-level
indicators like population, income, and economic
growth before delving into specific information.
2. With Indexing and Ranking, the firm assigns scores
to countries based on their overall market
attractiveness. For each country, the researcher
identifies a set of market-potential indicators and ranks
each country on each indicator. Weights are assigned
to each variable to establish its relative importance.
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Market Potential Index for Emerging Markets
Note: Only the top 20 countries are provided here; consult www.globalEDGE.msu.edu for a more complete list
Source: Market Potential Index (MPI) – 2014, globalEDGE (www.globalEDGE.msu.edu/resourcedesk/mpi).
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Country Screening
for Foreign Direct Investment
Researchers who attempt to identify the best locations
for FDI typically consider these variables:
• Long-term prospects for growth and sizeable returns.
• Cost of doing business, based on available
infrastructure, tax rates, wages, and worker skills.
• Country risk, including regulatory, financial, political,
and cultural barriers, intellectual property protections.
• Competitive environment.
• Government incentives such as tax holidays,
subsidized training, grants, or low-interest loans.
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Country Screening for Global Sourcing
• Global sourcing is the practice of procuring
finished products, intermediate goods, and
services from suppliers located abroad.
• When seeking foreign sources of supply,
managers examine such factors as:
o cost and quality of inputs,
o stability of exchange rates,
o reliability of suppliers, and
o presence of a work force with superior skills.
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Task 4. Assess Industry Market Potential
• The firm estimates the most likely share of sales that
can be achieved in each target country, including
consideration of market entry barriers. Firm should
develop a 3 to 5-year forecast of industry sales.
• Assess industry market potential in each market by
examining such criteria as:
o Size and growth rate of the market, and industry trends.
o Tariff and nontariff trade barriers to market entry.
o Standards and regulations that affect the industry.
o Availability and sophistication of distribution.
o Unique customer requirements and preferences.
o Industry-specific market potential indicators.
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Industry Market Potential
An estimate of the likely sales
that can be generated by all firms in a
particular industry during a specific time period.
• It is different from company sales potential, which
refers to the share of industry sales the firm itself
expects during a specific period.
• Most companies forecast sales at least three years
into the future, of both industry market potential
and company sales potential.
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Examples of Industry-Specific Indicators
• Cameras: Examine climate-related factors such as
the average number of sunny days in a typical year.
• Laboratory equipment: Examine government
expenditures on health
care.
• Cooling equipment:
Examine the number
of institutional buyers,
such as restaurants
and hotels.
Source: Aleksandra Gigowska/123RF
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Methods for Estimating Industry Market Potential
• Simple trend analysis examines aggregate
production for the industry as a whole.
• Monitoring key industry-specific indicators
examines unique industry drivers of market demand.
• Monitoring key
competitors to
estimate their sales
levels provides an
estimate of market
potential.
Source: atm2003/Fotolia LLC.
Demand is growing in Europe for environmental
technologies and green products. These workers are
installing solar panels on a house in Italy.
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Methods (cont’d)
• Following key customers around the world can
provide an estimate of likely sales in an industry that
the firm supplies.
• Tapping into supplier networks can offer valuable
information for assessing sales and competitor
activity.
• Attending international trade fairs facilitates
learning about market characteristics and sales
potential.
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Task 5. Choose foreign business partners
• The firm decides on the type of foreign business
partner, clarifies ideal partner qualifications, and then
crafts an appropriate market entry strategy.
• Initially the firm determines what value-adding
activities must be performed by foreign business
partners, and then seeks the appropriate partners.
• The firm assesses and selects partners based on
criteria such as industry expertise, commitment to the
venture, access to distribution channels, financial
strength, quality of staff, and appropriate facilities.
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Types of Foreign Business Partners
• Exporters tend to collaborate with foreign market
intermediaries, such as distributors and agents.
• Licensing partners are independent businesses that
apply intellectual property to produce products in their
own country.
• Franchising partners are franchisees – independent
businesses abroad that acquires rights and skills from
the focal firm to conduct local operations.
• International collaborative ventures include joint
venture and strategic alliance partners.
• Other partners are include basic suppliers, or are
involved in global sourcing and contract manufacturing.
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Ideal Qualifications of Foreign Distributors
• Financially sound and resourceful.
• Competent management.
• Qualified technical and sales staff.
• Willing and able to invest to grow the business.
• Access to distribution channels and end-users.
• Strong industry knowledge.
• Known in the marketplace and wellconnected with local government.
• Committed and loyal.
Source: Stephen Coburn/Shutterstock
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Task 6. Estimate Company Sales Potential
• The firm estimates the most likely share of industry
sales that the company can achieve, over a specific
period of time, for each target market.
• Firm develops 3 to 5-year forecast of its own sales
in each target market, based on criteria such as
capabilities of partners; access to distribution;
competitive intensity; pricing and financing; market
penetration timetable of the firm; and risk tolerance
of senior managers.
• Determine the factors that will influence company
sales potential.
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Company Sales Potential
An estimate of the share of annual industry sales
that the firm expects to generate in a particular
target market.
• Requires obtaining highly refined information from
the market.
• Researcher must project the firm’s revenues and
expenses for 3-5 years into the future; very
challenging.
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Factors That Determine Company Sales Potential
• Intensity of the competitive environment. Existing
competitors may react strongly against entrants.
• Pricing and financing of sales. Attractiveness of
pricing and financing to buyers, channel members.
• Human and financial resources. Major factor in
the proficiency and speed of company success.
• Partner capabilities. Partner skills and resources
determine speed and effectiveness of entry.
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Factors Determining Company Sales Potential (cont’d)
• Access to distribution channels. Ability to set up
and use intermediaries and channel infrastructure.
• Market penetration timetable. Fast or slow? Each
has advantages and disadvantages.
• Risk tolerance of senior managers.
• Special links, contacts, capabilities of the firm.
The firm’s network in the market.
• Reputation. Success may be faster if customers are
already familiar with the firm’s brands and reputation.
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A Framework for Estimating Company
Sales Potential in the Foreign Market
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Methods for
Estimating Company Sales Potential
• Survey end-users and intermediaries.
• Trade audits. Visit retail outlets and question
channel members to assess competitors’ offerings
and strengths. Reveals opportunities for new
products, and for differentiating existing products
and marketing.
• Competitor assessment. The firm can benchmark
itself against main competitors in the market and
estimate the level of sales it can potentially attract
away from them.
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Methods for
Estimating Company Sales Potential (cont’d)
• Obtaining estimates from local partners.
Collaborators such as distributors and franchisees
already familiar with the market can often provide
reliable estimates.
• Limited marketing efforts to “test the waters”.
A limited entry in the market helps gauge long-term
sales potential and provides better understanding
of the market.
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Methods for
Estimating Company Sales Potential (cont’d)
• The analogy method and proxy indicators are
useful for emerging markets and developing
economies, where information is often scarce.
• With analogy, the researcher draws on known
statistics from one country to gain insights into the
same phenomenon in a similar country.
• With proxy indicators, the researcher uses known
information about one product category to infer
potential about another product category, especially
if the two are complementary.
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