INTERNATIONAL MARKETING
International Marketing
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, INTERNATIONAL MARKETING 2
International Marketing
#1 When you are thinking about launching a product in a new country, what must you
consider? What must you get ‘right’?
for a successful market penetration in a new country with a new product, there are basic
factors that need to be considered before the launch of the product. A poor product launch
culminates to negative returns on investment, confused or upset customers and reduced sales.
There are several factors to consider when launching a new product in a new market. One of
the considerations is the opportunity factor. In addition to having an original product idea,
every market should focus on market opportunity while launching a new product. Evaluation
of the market opportunity is based on audience, competition and finances. Before launching a
product, the marketer is required to undertake an audience-need analysis. Will the people use
the product or not? The audience-need analysis gives the marketer an avenue to identify the
product’s potential audience and determine whether that audience can be segmented. It’s the
role of the marketer through customer understanding to determine whether the product have a
way of solving the existing problem. Therefore, before launching a product, its imperative to
ensure that the product can solve a problem with the potential market. Apart from audience
identification, it is important for the marketer to undertake competition analysis within the
potential market. It would be tough to introduce a new product where an entrenched
competitor is already offering a more mature product. The competition analysis helps the
marketer to identify the gaps in the competitor’s products and ensure his product capitalize on
those gaps to gain market entry. The third aspect to consider while evaluating the market
opportunity is the finances. What is the financial profile of the potential market and the new
product? The marketer needs to determine the upfront capital that is required to develop the
new product. The more the upfront capital required, the higher the financial risk and the
International Marketing
Authors name
Institutional affiliation
Course number
Tutors name
Due date
, INTERNATIONAL MARKETING 2
International Marketing
#1 When you are thinking about launching a product in a new country, what must you
consider? What must you get ‘right’?
for a successful market penetration in a new country with a new product, there are basic
factors that need to be considered before the launch of the product. A poor product launch
culminates to negative returns on investment, confused or upset customers and reduced sales.
There are several factors to consider when launching a new product in a new market. One of
the considerations is the opportunity factor. In addition to having an original product idea,
every market should focus on market opportunity while launching a new product. Evaluation
of the market opportunity is based on audience, competition and finances. Before launching a
product, the marketer is required to undertake an audience-need analysis. Will the people use
the product or not? The audience-need analysis gives the marketer an avenue to identify the
product’s potential audience and determine whether that audience can be segmented. It’s the
role of the marketer through customer understanding to determine whether the product have a
way of solving the existing problem. Therefore, before launching a product, its imperative to
ensure that the product can solve a problem with the potential market. Apart from audience
identification, it is important for the marketer to undertake competition analysis within the
potential market. It would be tough to introduce a new product where an entrenched
competitor is already offering a more mature product. The competition analysis helps the
marketer to identify the gaps in the competitor’s products and ensure his product capitalize on
those gaps to gain market entry. The third aspect to consider while evaluating the market
opportunity is the finances. What is the financial profile of the potential market and the new
product? The marketer needs to determine the upfront capital that is required to develop the
new product. The more the upfront capital required, the higher the financial risk and the
