Global Market Research. Collecting, analyzing, and interpreting data

1. Introduction to global market research
2. How to export?
3. Where to export?
4. What to export?
5. Primary Research vs. Secondary Research
   1. Case Study: Global Market Research in Fashion Retail (Zara)
6. Methods of conducting a market research
7. Quantitative analysis
8. Qualitative methods
9. Market profitability
   1. Case Study : Starbucks – Global Market Research for International Expansion
   2. Case Study: Market Entry Plan for a Fashion Brand
10. Sales potential in foreign markets
    1. Global Marketing & Trade Agreements
11. Introduction to Market Environment
    1. Case Study: BRICS Expansion and the New Development Bank (NDB)
    2. Case Study: African Market Environment
12. PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal)
    1. Case studies: PESTEL Analysis for Nigeria and India
13. Cultural intelligence and Religious diversity
14. Market research study
15. Case Study:
    1. Market research using the market access tool (MADB) of the European Union
    2. Mitsui Co
    3. Cargill

Sample - Global Market Research:

The main purpose of the Subject “Global Market Research” is to understand the key tools and concepts of Global Market Research and how best to apply them.

1. To understand the importance of global market research in Foreign Trade and Internationalization Strategies
2. To know how to analyze an Global Market Research
3. To learn how to use the PESTEL analysis (Political, Economic, Social, Technological, Environmental and Legal Factors)

This will be achieved by:

1. Analyzing the goals of researching a new export market
2. Outlining the features of both qualitative and quantitative analysis
3. To assess the commercial viability of an export market, a student should gather and analyze a wide range of market-specific, industry-specific, and operational information.

The Subject “Global Market Research” is included within the curriculum of the following academic programs at EENI Global Business School:

Masters: Foreign Trade, International Business.

Doctorate: World Trade.

Postgraduate Certificate in Global Marketing.

Languages: or Études de marché Estudios de mercado Estudo de Mercado.

Credits of the Subject “Global Market Research”: 2 ECTS.

The first step that a potential export enterprise should take is to estimate the sales potential in each foreign market. There are more of 200 potential markets in the World, which implies the analysis of a huge amount of information. Many Export Directors select markets, which share a cultural proximity (Spanish exporters seek to approach to Latin America markets, Portuguese exporters to Brazil or Angola).

The exporter can use several parameters to describe the potential market:

1. Total population
2. Potential market (Segment of the population interest in buy -or import- the Product or service)
3. Available market (segment of the population who have enough money to purchase the product or service)
4. Qualified available market
5. target market (segment of the market defined in the International Marketing plan)
6. Penetrated market (people of the company in the target market who have to buy the product or service)
7. Digital / e-business topics

Global market research helps businesses:

1. Identify growth opportunities in new regions
2. Adapt marketing and products to local cultures
3. Understand regulations and trade barriers
4. Keep up with international competitors
5. Reduce business Risk when entering new markets

To evaluate an export market's commercial viability, students must take a holistic view, combining quantitative data (e.g., market size, costs) with qualitative insights (e.g., consumer behavior, cultural nuances). This allows businesses to identify not only opportunities but also potential risks and constraints, ensuring informed and sustainable market entry decisions.