From the course: International Marketing Foundations
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Using a 2x2 matrix to assess opportunities
From the course: International Marketing Foundations
Using a 2x2 matrix to assess opportunities
- In a recent survey of CEOs about their organizations, the dominant theme is that the biggest gap in terms of time and capability is the amount of energy put into strategic planning. We often get caught up in tactical issues and don't have the time to plan properly. We're going to focus here on a tool to help solve that problem. The reality is we have to make choices about the projects we can afford to do, and that includes making the decision of whether or not to expand internationally. A good first step is to create a grid to help demonstrate where there may be opportunities to grow outside of your home market. To do this, you need to gather some data. I recommend beginning with the size and growth rate of the industry or category in which you would compete, and the countries you're considering for expansion. To find the size and growth rate of an industry within a different country, the first place to look is to the…
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