Syllabus of the Subject: Global Market Research. PEST Analysis
The main purpose of the Subject “International market research” is to understand the key tools and concepts of the international market research and how best to apply them.
This will be achieved by:
Sample of the Subject - International market research: This subject includes the EENI Global Business School Market Access tool Description of the Subject (International market research): The first step that a potential export enterprise should take is to estimate the sales potential in each foreign market. There are more of 200 potential markets in the World, which implies the analysis of a huge amount of information. Many Export Directors select the markets, which share a cultural proximity (Spanish exporters seek to approach to the Latin America markets, Portuguese exporters to Brazil or Angola). The exporter can use several parameters to describe the potential market:
A PEST (Political, Economic, Social, and Technological) analysis is an evaluation of the external macro environment that affects the business. The external factors can be threats or opportunities; normally they are beyond the control of the exporter. An example of the Market Access Tool Training program recommended for the students from Botswana, Burundi, Cameroon, Egypt, Eritrea, Ethiopia, Gambia, Ghana, Kenya, Lesotho, Liberia, Malawi, Mauritius, Namibia, Nigeria, Rwanda, Sierra Leone, South Africa, Sudan, South Sudan, Swaziland, Tanzania, Uganda, Zambia, and Zimbabwe. (c) EENI Global Business School (1995-2021) |