EENI Global Business School.

International Market Research

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Syllabus of the Subject: Global Market Research. PEST Analysis.

  1. Introduction to the global market research;
  2. How to export?;
  3. Where to export?;
  4. What to export?;
  5. Methods of conducting a market research;
  6. Quantitative analysis;
  7. Qualitative methods;
  8. Market profitability;
  9. Sales potential in foreign markets;
  10. PEST analysis (Political, Economic, Social, and Technological Factors);
  11. Market research study;
  12. Case Study:
    1. Market research using the market access tool (MADB) of the European Union;
    2. Mitsui Co;
    3. Cargill.

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.

  1. To understand the importance of the global market research in the strategies of Internationalization;
  2. To know how to analyze an international market research;
  3. To learn how to use the PEST analysis (Political, Economic, Social, and Technological).

This will be achieved by:

  1. Analysing the goals of researching a new export market;
  2. Outlining the features of both qualitative and quantitative analysis;
  3. Detailing the type of information that the student should obtain to assess the commercial viability of an export market.

International market research:
Export Market Research

Global Marketing: export prices, distribution, promotion... Online Education (Courses, Masters, Doctorate)

Online Student Master in International Business

The Subject “International market research” belongs to the following Online Higher Educational Programs taught by EENI Global Business School:

Masters (MIB): Foreign Trade and Marketing, International Business.

Masters in International Business and Foreign Trade (MIB) - Online Education

Doctorate (DIB): World Trade.

Professional Doctorate in International Business (DIB). Online Education

Diploma: International Marketing.

Online Professional Diploma in International Marketing and Internationalization

Courses: Foreign Trade Assistant, Advanced Global Marketing.

Online Education (Courses, Masters, Doctorate): Foreign Trade Assistant

Learning materials in Courses, Masters, Doctorate in International Business and Foreign Trade in English or Study, Course Master Doctorate in International Business in French Études de marché Study Master Doctorate in International Business in Spanish Estudios de mercado Masters Foreign Trade in Portuguese Estudo de Mercado.

Credits of the Subject “International Marketing”: 2 ECTS.

Area of Knowledge: International Marketing.

This subject includes the EENI Global Business School Market Access tool
Course Master: International Market Access

Master: International market research

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:

  1. Total population;
  2. Potential market (segment of the population interest in buy -or import- the product or service);
  3. Available market (segment of the population who have enough money to purchase the product or service);
  4. Qualified available market;
  5. Target market (segment of the market defined in the marketing plan);
  6. Penetrated market (people of the company in the target market who have to buy the product or service);
  7. Digital / e-business topics.

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
Market Research: Country profile

Market Access FDI

(c) EENI Global Business School (1995-2023)
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