Market Research

Market Research

Market Research

Under this heading, one should seek to establish the size, nature and future scope of the market for one's particular product, not forgetting the importance of establishing the strength of both indigenous and international competition. One should bear in mind what has already been said about segmentation in domestic markets. Overseas markets, too, consist of a number of segments and research may disclose the fact that there are certain sectors of what appears to be a generally over-supplied market which have been left unsatisfied by one's competitors. In such circumstances, a visit by the Export Manager to appraise the situation in person, could be a useful next step. On the other hand, where research shows that a market is fully saturated with supplies of products virtually identical in quality and value to your own, it is unlikely that a personal visit could achieve any worthwhile short-term results.


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