Global Marketing

Eighth Edition

Part II
Deciding which markets to enter

Chapter 08
The international market
selection process

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Figure 8.1
Potential determinants of the firm’s choice of
foreign markets

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Figure 8.2
International market segmentation

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Figure 8.3
The basis of international market
segmentation

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Table 8.1
Criteria included in the overall BERI index

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Figure 8.4
The market attractiveness/competitive strength
(MACS) matrix

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Table 8.2
Dimensions of market/country attractiveness and
competitive strength (MACS)

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Figure 8.5
Underlying questionnaire for locating countries on a market
attractiveness/competitive strength (MACS) matrix

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Figure 8.6
Transnational clustering of the Western European market

Source: adapted from European Business: An Issue-Based Approach, Pearson Education Ltd (Welford, R. and Prescott, K. 1996) Copyright © Pearson Education Ltd.

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Figure 8.7
Micromarket segmentation

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Figure 8.8
The international market segmentation/screening process: an example
of the proactive and systematic approach

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Exhibit 8.1
Bosch Security Systems: IMS in the Middle East
for fire detection systems

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Table 8.3
Classification variables in the MACS model

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Table 8.3
Classification variables in the MACS model
(Continued)

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Table 8.4
Measurement/evaluation of screening
variables

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Table 8.4
Measurement/evaluation of screening
variables (Continued)

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Figure 8.10
Bosch Fire Detection Systems MACS matrix

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Exhibit 8.2
Sunquick’s waterfall approach

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Figure 8.12
Change in Sunquick’s market shares over time

Source: Sunquick.

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Figure 8.13
The incremental strategy (waterfall approach)
and simultaneous strategy (the shower)

Source: Keegan, Warren J.; Green, Mark, Global Marketing Management, 2nd edn, p. 410; © 2000. Electronically reproduced by permission of Pearson Education, Inc., Upper Saddle
River, New Jersey.

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Exhibit 8.3
An example of the ‘trickle-up’ strategy

One Laptop per Child.

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Figure 8.14
Appropriate global marketing strategies for
SMEs

Source: International Marketing Strategy, 2nd ed., Prentice Hall (Bradley, F. 1995) Copyright © Pearson Education Ltd.

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Figure 8.15
The market expansion matrix

Source: Ayal, I. and Zif, J. (1979) ‘Market expansion strategies in multinational marketing’, Journal of Marketing, 43, pp. 84–94. https://doi.org/10.1177/002224297904300209.

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Table 8.5
International market diversification versus market
concentration

Source: adapted from Ayal and Zif (1979); Piercy (1981); Katsikea et al. (2005).

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Table 8.5
International market diversification versus
market concentration (Continued)

Source: adapted from Ayal and Zif (1979); Piercy (1981); Katsikea et al. (2005).

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Exhibit 8.4
Bajaj is selecting new international markets
ignored by global leaders

Source: www.bajajauto.com.

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Figure 8.17
Unilever’s global portfolio

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Case Study 8.1
Waymo: the driverless Google car is
finding future growth markets (Continued)

Source: Sundry Photography/Shutterstock.

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Table 1
Number of deaths in car accidents in selected countries -
2018

Source: based on Global Status Report on Road Safety 2018, WHO.

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Table 1
Number of deaths in car accidents in selected
countries – 2018 (Continued)

Source: based on Global Status Report on Road Safety 2018, WHO.

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Appendix 1
World passenger car2 production – 2018

Source: Based on a Survey 'World Motor Vehicle Production by Country and Type' OICA 2019, published in Statista.

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Appendix 2
World passenger car3 production – 2018

Source: Based on a Survey 'World Motor Vehicle Production by Country and Type' OICA 2019, published in Statista.

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Figure 1
The relationship between the wealth of a
country and the demand for lighting

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Table 1
Basic demographic data in the Middle East (2007)

Source: based on Wim Wils, Eindhoven, Fontys Export Day, 13 October 2004 and www.worldbank.org.

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Case Study 8.3
Oreo (Mondelēz)

Source: Nenov Brothers Images/Shutterstock.

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