What are the factors that influence the attractiveness of a country as a market? How can you do the analysis to select a market to enter?
1. Market size (total and segments)
2. Market growth (total and segments)
3. Competitive conditions
4. Markets uncontrollables (political, economic, and cultural factors)
It is pretty clear that businesses prefer a country that is less costly, more profitable, and has fewer risks. Cost considerations are related with investment. Profitability is dependent on resources. Risks are associated with the environment and hence it is of prime concern.