Market Attractiveness Competitive Strength Matrix
Access to distribution channels
Figure 6.2 The market attractiveness/competitive strength matrix. Source: Hollensen (1998).
High Competitive strength Low
Figure 6.2 The market attractiveness/competitive strength matrix. Source: Hollensen (1998).
Overall, market screening can be expensive in money and time if data is gathered directly from international markets. The reliability of secondary data can also be dubious, or it may be based on groupings and categories which are not standardized internationally. Often with such a vast range of information available, it can be difficult to reduce the number of potentially relevant variables to those which are really critical. Perhaps not enough attention is given to the pragmatic or entrepreneurial drive within the systematic approaches to market selection. A decision process solely based on these techniques would be difficult to justify. Moseley (1996) has suggested a more practical approach to market selection which is detailed in Box 6.3.
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