GLOBAL MARKETING STRATEGY, PHASES A : IDENTIFICATION OF MARKETS / COUNTRIES

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Step One

Assessing global markets and their growth by studying world exports, imports, re-exports, and the like. Sources: United Nations Yearbooks, Predicast, OECD Worldcast, U.S. Department of Commerce, SBA's XIS.

Step Two

Assessing market suitability: the general business environment of the country, in social, technological, ecological, political, and economic areas. In particular, the political risk must be carefully assessed. Sources: Business Environment Risk Index (BERI), Frost & Sullivan Political Risk Assessment Services, The Economist's Intelligence Unit's country studies, and Business International Corporation's country and area studies. The ENSCAN framework explained in THE ENVIRONMENT should prove very useful.