2. Export Tools 05. mar. 15International Business Development
Where to expand next?
Initiating the expansion process with a structured and deliberate plan
increases the chance of success manifold
Take advantage of this tool when locating the most promising markets. The
tool can also prove useful in evaluating markets where you are already
represented
The tool provides a framework for locating in which markets your
company’s potential is most prominent, and in which markets you utilize
resources most optimally.
1
2
3
3. Export Tools 05. mar. 15International Business Development
In Brief
Does it make sense to dispose products in market?
$
$$
Market
Attractiveness
Company’s Ability to
Compeed
4. xx. xxx. xxExport ToolsInternational Business Development
The Selection Process
How its done
5. Export Tools 05. mar. 15International Business Development
3
The Model
2
1 Wide Screening
Fine Screening
Market
Attractiveness
Competitiveness
Final Selection
External Internal
6. xx. xxx. xxExport ToolsInternational Business Development
Step 1
Cursory Screening
7. Export Tools 05. mar. 15International Business Development
Wide Screening
Evaluate potential markets based on general variables and factors,
relevant for your business.
$ ABC.
Purchasing
Power
General
Market Data
Infrastructure Language
8. xx. xxx. xxExport ToolsInternational Business Development
Fine Screening
Two dimensions
9. Export Tools 05. mar. 15International Business Development
Fine Screening: 2 Dimensions
Market
Attractiveness
Company
Competitiveness
• Market growth
• Purchasing power
• Customers in focus segment
• Competition (No. of
competitors)
• Price sensitiveness
• Substitutes
• Customs and import restrictions
• Branding and image strength
• Deliveries and logistics
• Competitiveness Quality
• Competitiveness Price
• Access to technical service
• Ability to invest in capacity
building
10. Export Tools 05. mar. 15International Business Development
Market Evaluation
Total Market
Irrelevant
Markets
Relevant
Markets
Not Able
to Compete
Best
Market
Suitable
Attractive
Segments
Fine Screening
Fine Screening
Better
Competition
Wide Screening
11. xx. xxx. xxExport ToolsInternational Business Development
Step 3
Selection
12. Export Tools 05. mar. 15International Business Development
Evaluation Matrix
Core
Markets
Low
High
High
Very Attractive Not Attractive
Market Attractiveness
Competitiveness
Re-distribute
Resources
Upgrade
Capacities
Non-
Interesting
Markets
Upon finishing the analysis
of all selected markets, place
the results in within the
matrix. This allows for an
overview over the individual
countries’ potential and
attractiveness.
Markets placed in the top left
corner are those with the
largest potential, in that they
score high in both market
attractiveness and company’s
ability to compete.
Country 1 Country 2
13. Export Tools 05. mar. 15International Business Development
Comments on the Approach
This is a highly quantitate method, approaching a complex problem through
a simplified model
Upon finishing the analysis and outlining the evaluation matrix, take a step
back and take into consideration your previous experiences, does it make
sense?
Remember, with a quantitate model the result never exceeds the selected
input
1
2
3
14. DLF-Trifolium A/S
Dolle A/S
EM. Z. SVITZER A/S
EnvoTherm A/S
ErgoFloor ApS
EXHAUSTO A/S
Flügger A/S
FOSS A/S
Glud & Marstrand A/S
GM Plast A/S
Good Food Group A/S
Grafic Solution Team A/S
Groupcare A/S
JENSEN-GROUP
Johnson Controls Denmark ApS
KJ Industries A/S
KOMPAN A/S
Landia A/S
LEGO System A/S
LEO Pharma A/S
LINAK A/S
Multi-Wing International A/S
NKT Holding A/S
Novenco A/S
pK Chemicals A/S
Pressalit A/S
Rambøll Danmark A/S
ROBLON A/S
Royal Copenhagen A/S
Royal Unibrew A/S
Sanistål A/S
Scanpan A/S
A/S Jydsk Aluminium Industri
Accoat A/S
AGRAMKOW Fluid Systems A/S
Bang & Olufsen A/S
Behr A/S
Belmaflex AS
Berendsen Textil Service A/S
BK Medical ApS
B&K Vibro
A/S BLÜCHER Metal
BROEN A/S
Burmeister & Wain Energy A/S
Caljan Rite-Hite ApS
Dako Denmark A/S
Densit ApS
DHI
Semco Maritime A/S
Sirena A/S
Skako Concrete A/S
Soil Recovery A/S
Migatronic A/S
TDC A/S
Terma A/S
Tican Fresh Meat A/S
Toms Gruppen A/S
Taasinge Træ A/S
Vestas Wind Systems A/S
Vestergaard Marine Service A/S
Vink Plast A/S
WESTRUP A/S
Øland A/S
AarhusKarlshamn Denmark A/S
We have amongst other assisted
xx. xxx. xxExport ToolsInternational Business Development
