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5. Developing Your Marketing Plan    71
Market Factor Assessment   
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business  
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers, 
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability 
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
Country 1:
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to  
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff 
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation, 
repatriation, employment, employment and 
common contracts  
Product Potential
Customer needs and desires
Opportunity for market segment within the  
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
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5. Developing Your Marketing Plan    72
Country 2:
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business  
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers, 
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability 
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to  
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff 
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation, 
repatriation, employment, employment and 
common contracts  
Product Potential
Customer needs and desires
Opportunity for market segment within the  
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
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5. Developing Your Marketing Plan    73
Country 3:
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business  
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers, 
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability 
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to  
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff 
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation, 
repatriation, employment, employment and 
common contracts  
Product Potential
Customer needs and desires
Opportunity for market segment within the  
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
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1.
Prioritize Markets:
2.
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5. Developing Your Marketing Plan    74
3
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5. Developing Your Marketing Plan    75
Your Industry in Target Global Markets  
How do other U.S. firms market their products in the countries/regions you
have chosen? 
Country/Region 1
Country/Region 2
Country/Region 3
What has made them successful? 
Country/Region 1
Country/Region 2
Country/Region 3
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5. Developing Your Marketing Plan    76
How do global competitors market their products in the countries/regions you
have chosen?
Country/Region 1
Country/Region 2
Country/Region 3
What has made them successful?
Country/Region 1
Country/Region 2
Country/Region 3
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5. Developing Your Marketing Plan    77
What sales volume will you project for your products in these international markets for  
the coming year?
Country/Region 1
Country/Region 2
Country/Region 3
What is the projected growth in these international markets over the next five years?
Year 1
Year 2
Year 3
Year 4
Year 5
Country/Region 1
%
%
%
%
%
Country/Region 2
%
%
%
%
%
Country/Region 3
%
%
%
%
%
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5. Developing Your Marketing Plan    78
Building a Distributor or Agent Relationship  
What facilities does the agent or distributor need to service the market? 
What type of client should your agent or distributor be familiar with in order to sell your product?
What other product lines should the agent/distributor carry, to complement yours?
What level of technical expertise is required? What additional technical services, if any, are required?
What territory should the agent or distributor cover?
What financial strength should the agent or distributor have?
What other competitive or noncompetitive lines are acceptable or not acceptable for the agent or distributor 
to carry?
How many sales representatives does the agent or distributor need, and how often will they cover  
the territory?
Will you use an export management company (EMC)* to do your marketing and distribution for you?  
Yes 
No
If yes, have you developed an acceptable sales and marketing plan with realistic goals you both agree to? 
Yes 
No
*It’s important to note that EMCs do not have to represent your company exclusively on a worldwide basis. Rather, they sometimes 
can represent you in specific regional markets. For example, you might contract with an EMC to sell your products in Latin American 
markets, while you continue to handle direct export sales to Europe or Asia.
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5. Developing Your Marketing Plan    79
Comments/Observations:
What are your next steps for moving forward with/finalizing your agreement?
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5. Developing Your Marketing Plan    80
Marketing Your Product/Service  
Your Product 
What are your product’s advantages? 
What are your product’s disadvantages?
How complex is your product? 
What skills or special training are required to: 
— Install your product?
— Use your product?
— Maintain your product?
— Service your product?
What options and accessories are available?
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