DECIDING WHICH MARKETS TO ENTER

The company should attempt to define its international marketing policies and objectives before going abroad.  First, it should choose what volume of foreign sales it wants. Second, the company must decide how many countries it desires to market in. Third, the company has to decide on the kinds of countries to enter. Probable international markets should be ranked on several factors, including market growth, market size and cost of doing business, risk level and competitive advantage.