GUIDELINES FOR MARKET ASSESSMENT REPORT

For the market assessment report, each student should select an individual country or area that he/she wants to analyze. The particular assessment should be done for a selected industry, company, or product.

The purpose of the market assessment report is to provide an overall analysis on the market expansion feasibility and market conditions of the selected country. The following outline can be used as a general guideline for this particular course requirement. Students should not be limited by information sources provided here, any relevant information that can increase the depth and scope of the assessment should be considered. In most cases you will not need the entire content listed below and you should exercise your best judgment to select relevant sections/information to include in your report.

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OUTLINE OF MARKET ASSESSMENT

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I. INTRODUCTION

1. Introduction of the product/company/industry

2. Advantages/Disadvantages for overseas markets

II. POLITICAL/LEGAL ENVIRONMENT

1. General Political/Legal Conditions
   Legal requirements for import/export
   Legal protection for brands, products and patents
   Restrictions on monetary transfers
   Legal requirements for environmental protection
   
2. Political Risk Analysis
   Flexibility/Stability of law and legal changes
   Government attitudes toward business/foreign business
   Bureaucratic delays
   Number of expropriations
   Number of riots/assassinations
   Government intervention
   Number/Frequency of regime changes
   

III. ECONOMIC ENVIRONMENT

1. Macro Factors
   Monetary and fiscal policies
   Factor endowment: capital, labor and land
   Infrastructure: energy, communication, and transportation
   External dependency
   Balance of payments
   Total GNP/GDP
   Per capita GNP/GDP
   Economic growth
   Personal or household disposable income
   Income distribution
   Inflation rates
   Accessibility of domestic capital market
   Stability of currency valuation
   Convertibility of currency
   

IV. GEOGRAPHIC ENVIRONMENT

Size of the country in terms of geographic area
Climate conditions
Topographic conditions

V. DEMOGRAPHIC ENVIRONMENT

Total population
Population growth
Age distribution
Sex distribution
Population density
Geographic distribution of the population
Urbanization
Size of household

VI. EDUCATION

Literacy level
Specialized vocational training
Higher education
Special management training
Educational match with company requirements

VII. CULTURAL/SOCIAL ENVIRONMENT

Language
Religion
Attitude toward foreign products/brands
Social classes
Lifestyles
Opinion leaders
New product acceptance
Family structure
Role of man/women
Family decision making
Fashion/Fad

VIII. COMPETITIVE ENVIRONMENT

Number, size and location of competitors
Bargaining power of buyers/dealers
Barriers to entry
Barriers to exit

IX. DEMAND ASSESSMENT

Market potential estimate
Sales potential estimate
Sales forecasts
Opportunities and threats
Special market conditions

X. CONCLUSION