Marketing Analysis : International Marketing

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Ghauri and Cataora, in their book, “International Marketing”, state that “the analysis of international Marketing in emerging markets is imperative in today’s business environment.” Indeed, with the saturated markets and low future growth prospect in developed economies such as the US and Western Europe, emerging markets such as China and India are becoming unprecedented attractive for investors for their rapid economic growth and open and stable political landscape. However, before an investor decides to invest in any region of the world, a market research needs to be conducted to present if a market is suitable for an investment. To determine the feasibility, an international marketer needs to research into a country’s economic…show more content…
Analysing a country’s infrastructure helps the marketer to understand if a country has the ability to support the market and economic growth. Generally, there will be no market if the country’s infrastructure is underdeveloped. Furthermore, researching the literacy assists the marketer to determine if a campaign is deliverable.

Starting from the analysis of national production. An international marketer needs to know if an emerging market has a strong economic background. If not, then the marketing campaign could be worthless. “Real GDP is the one indicator that says the most about the health of the economy and the advance release will almost always move markets. It is by far the most followed, discussed and digested indicator out there - useful for economists, analysts, investors and policy makers.” The increase in real GDP means a country is wealthier than before, thus meaning people have more money to spend on goods and services. A rapid growth of GDP is a crucial factor of any emerging market. It enables a country’s citizens to be able to afford products they couldn’t afford in a relative shorter period of time. For example, China, after its independence in 1949, the market has grown from a closed economy without foreign trade to now, the second biggest economy in the world with one of the biggest export and import values. Its real GDP per capita has increases from a couple hundred dollars to more than eight thousand dollars in two to three decades. (Exhibit 1).
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