International Market
Research
Skills & Resources
Ania Dymarz
adymarz@sfu.ca
Mark Bodnar
mbodnar@sfu.ca
Contrasting “good” sources
Compare Pet Care in China
in Marketline report via Business Source
and in Passport GMID
Differences in numbers?
Differences in analysis?
Why?
Which one is right?
Business Information
$$$
Big name
analysis
Below
+ analysis
Aggregated information
+ gaps filled with primary research
Aggregated and incomplete information
Dispersed and incomplete information
Business Info - Issues
Issues below (again)
$$$
analysis
+ analysis
Issues below, plus…
Expertise
Experience
Track record
+ primary
research
Issues below, plus…
Methodology
Aggregated
Varying definitions
Varying quality
Gaps
Dispersed
Lateral Thinking #1
Coming up with good questions
If you were researching
the market for pet toys in China,
what would you need to look for?
Consumers / Competitors / Economy?
Lateral Thinking #2
Filling in the gaps with inferences & estimates
If you were researching
the distribution system for pet toys in China,
and couldn’t find anything…
what else could you search for
that might help you make an estimate?
Lateral Thinking #3
Making new connections with seemingly
unconnected information
Rising disposable incomes
+ Dropping mobile phone manufacturing costs
+ Existing infrastructure problems
= Leapfrogging to mobile phones in India
See also: In India, a push for acceptance when the
grandparents move out (G&M)
Practice
From your readings:
>> Lords of the rings; the journey of an Indian onion.
(2013, Dec 14). The Economist, 409 , 73-74. Retrieved
from
http://search.proquest.com.proxy.lib.sfu.ca/docview/
1468417374?accountid=13800
•What does this article tell you that might be useful to
a marketer considering selling something into India
even if the proposed product wasn't onions?
Resources
Deep and broad info needed?
•Books and eBooks! Samples…
o
o
o
o
o
Diversifying retail and distribution in Thailand
Handbook of Islamic marketing
Consumer-citizens of China : the role of foreign brands in the imagined
future China
Africa rising : how 900 million African consumers offer more than you think
India by design : the pursuit of luxury and fashion
•Start with our International Market Research guide for
subject search suggestions
Resources
Skills for survival when viewing hundreds of resources?
•Have filters ready:
oWhat countries does the resource cover?
oWhat questions does it answer?
oWhat is surprising about it?
•Start with our International Market Research guide
Questions?
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