Question

1. What is a global market opportunity? Identify and explain the six major tasks in global market opportunity assessment.

2. Identify the issues managers consider when they analyze organizational readiness to internationalize.

3. Case study:  

Target^® is a large retailer with about 1,800 stores in the United States, but very few in other countries. It has a reputation for merchandising thousands of trendy yet inexpensive products for the home; including apparel, furniture, electronics, toys, and sporting goods. Management wants to open stores in major European cities but will have limited floor space there. Target hires you as a consultant to decide which products to offer in Europe.

Write a brief report in which you describe the selection criteria you will use and offer some examples to back up your ideas.

Answer 1

Answer:

1) global market opportunity:

Global market opportunity refers to a favorable combination of circumstances, locations, or timing that offer prospects for exporting, investing, sourcing, or partnering in foreign markets.

Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries. Of course, global marketing is more than selling your product or service globally. It is the full process of planning, creating, positioning, and promoting your products in a global market.

six major tasks in global market opportunity assessment:

1. Analyze the organizational readiness to internationalization.

2. Assess the suitability of the firm's product and service form foreign market.

3. Screen countries to identify the attractive target market.

4. Assess the industry market potential or the market demand for the products and services in a selected target market.

5. choose to qualify a business partner. such as distributor or suppliers.

6. Estimate company sales potential for each target market.

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