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Step 7: Selecting and researching potential countries/markets abroad

You are here:Step 7: Selecting and researching potential countries/markets abroad > Implementing the research brief > Evaluating the shortlisted counties in more detail > In-market research >Techniques for formal in-market research >Store visits


 

 

Store visits

 

Store visits involve the gathering of information about consumer markets through direct observation in selected shops. These visits can be carried out on a very limited budget and can provide a great deal of useful information. When carrying out a store visit, the researcher does not interview anyone. (S)he simply takes note of certain facts and records these on a checklist. Store checks can provide the following type of information:

  • Prices at the retail level
  • The identity of competing products
  • The relative importance of competing products in terms of shelf space
  • Methods of packaging
  • The nature of in-store promotion and advertising campaigns

Through observation, the researcher can through observation acquire information about other marketing practices abroad. (S)he can, for instance, take note of press and media advertising, or can attend trade fairs and observe such things as which companies are exhibiting, the size of their stands, the nature of their displays, the literature they distribute, etc.

 
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Step 7: more information

Step 7: Selecting and researching potential countries/markets abroad
      Preparing a research brief
      Implementing the research brief
            Compile a shortlist of countries
            Evaluate the shortlisted countries in more detail
                       Focusing on the customer – Undertaking marketing research in your
                       foreign target market
                       Circumstances favouring in-house research
                       Circumstances favouring agency research
                       Commissioning an external market research agency
                       Checklist for selecting a marketing research agency
                       Desk research
                       In-market research
                            Techniques for formal in-market research
                                   .Personal interviews
                                   .Telephone interviews
                                   .Postal surveys
                                   .Test marketing
                                   .Motivational research
                            Problems with in-market research
      Preparing a research report

 

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More information on Step 7
Learning to export...
The export process in 21 easy steps
Step 1: Considering exporting
Step 2:Current business viability
Step 3:Export readiness
Step 4:Broad mission statement and initial budget
Step 5:Confirming management's commitment to exports
Step 6: Undertaking an initial SWOT analysis of the firm
Step 7:Selecting and researching potential countries abroad
Step 8: Preparing and implementing your export plan
Step 9: Obtaining financing for your exports
Step 10: Managing your export risk
Step 11: Promoting the firm and its products abroad
Step 12: Negotiating and quoting in exports
Step 13: Revising your export costings and price
Step 14: Obtaining the export order
Step 15: Producing the goods
Step 16: Handling the export logistics
Step 17: Export documentation
Step 18: Providing follow-up support
Step 19: Getting paid
Step 20: Reviewing and improving the export process
Step 21: Export Management
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