Ims Entry Market Strategies

“International market selection and segmentation: perspectives and challenges”

To achieve success in the elements involved in the international business process, such as growing competition, opportunities for expansion are connected with the effective execution of strategies, adapted to the foreign market we want to achieve.

The selection and segmentation process are key point of these strategies, emphasizing that these two concepts are related and need to be treated together during the process; the selection process is one of the first stages of the internationalization. On selection process the organization needs to focus in research about the potential countries that our product or service can fit and grow. After the selection, the segmentation is the approach to identify markets, customer characteristics and possible market share. The segmentation needs a deeply research about the customers behavior consumption, market trends and competition. Invest in an international market is a great opportunity, but have numerous risks therefore the choice of country should be the right one. The author of the articles states that IMS (international market selection) is complex, why could be complex? Due to the numerous factors that involves the decision, the time of planning, economy analysis and other factors.

An important case is the current situation of Target in Canada; this big retailer is facing low sales in this location and low rapport with the Canadian market. Definitely, some points were forgotten during the IMS analysis.

Although the IMS could be a tough assignment, is an important element and face too many advantages, foreign markets are very diverse with a lot of attractiveness, potential profits, social trends and other benefits that could bring growth and another approach for the company. An important advantage is the opportunity to develop new products and good geographic locations for production, with the possibility of decrease the costs of...