Country Selection and Marketing Mix Strategies

select a market that fits your product as you go international
with it, and decide what marketing strategies to follow.
Step #1. Product Selection. Select a U.S. product that you want to sell internationally. It can be a
product from your place of work, or any product that you are knowledgeable or interested about.
You will sell this product in a foreign market (another country).
Step #2. Country Selection (10 points). Select a market (a country) based on your market screening.
Following the steps for market screenings for a country that you read about in chapter 12, explain
what factors would be important in your market (country) screening. Go through each of the first
four steps in the screening process and describe what kind of criteria would be desirable for your
product in terms of: Basic needs potential, Financial and economic forces, political and legal forces,
and cultural forces.
Step #3. Select a mode of entry (10 points). Review the advantages and challenges of the different
modes of entry and select the most appropriate for your type of product and country you selected.
Explain why you are choosing that mode of entry over others.