2.1.1 Goals of International Market Research国际市场调研...
To explore an unknown or untapped market,locating your customer is critical.When you set about that,two issues surface that make international market research necessary.First,international business is generally riskier than domestic business due to its higher uncertainties.A thorough understanding of your market and prospects would improve your decision by controlling those uncertainties.Second,you normally need to start off by sending emails to trade leads; if you come up with the same information to all leads,chances are—you will never get a single reply.So,the gist of market development is to research your leads as thoroughly as possible,followed by a tailored marketing endeavor.Successful businesses have extensive and profound knowledge of their market,customers and competitors and continuously upgrade this knowledge.Such an analysis leads you to two preliminary goals for international market research:controlling risk and locating your target customers.
You may conduct the research at two levels—a macro-environment research of your target market and a micro-environment research of your target customer.For the former,you can make a PEST analysis—political,economic,social and technological analysis.For the latter,consider investigating your target customer’s size,positioning,expected annual purchase quantity,financial standing,market prospect,price sensitivity,geographic distribution of its customers,competitors,suppliers,media coverage,etc.for a thorough understanding of the customer.