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Objectives

The main objective of this Learning Unit is to understand the key tools and concepts of international market research and how best to apply them.

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Learning Unit Summary

The first step that a budding export company should take is to evaluate the sales potential in each foreign market. One should keep in mind that there are more than 200 countries which implies that we may have to evaluate a huge amount of information. For this reason many executives when faced with this dilemma tend to opt for markets which share some cultural affiliation with their own. Irish exporters opt more for the UK, USA and EU, whereas Spanish exporters tend to approach Latin America or the EU.

 

Course Contents


Introduction
Quantitative Analysis
Qualitative Methods
Market Research Study

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