Investigating the international market and its subsequent analysis with the intention of producing exports is the systematic and objective approach for the development and supply of information that feeds the decision-making process in commercial management.
At the same time, it is a process that allows us with certain certainty to "look before jumping", because at this stage, potential markets are determined and the most suitable or convenient is selected with the intention of increasing sales, lowering commercial costs and increasing profits.
When planning the research work, you must be clear about the problem that originated the search and answer questions such as: What are we going to investigate? Why investigate; Where we will investigate and How we will do it, as well as the kind of information required, the depth of it, the veracity of the source of the information and avoid all those ideological distortions that may affect our perspective of analysis.
The reliability of the information source largely supports the results of the research work.
The sources of all the data are grouped into:
to. Secondary or desktop sources: these are all those pre-elaborated information that, systematized or not, different public and private national or international organizations, pragmatic or virtual, are available to researchers.
b. Primary or specific sources of information: here the information seeks to satisfy the particular unresolved concerns, and contacts are generally made directly with residents in the analysis market.
The recognition and selection of the target market closes an eventual personal visit on a business trip that in itself would be mandatory to personally verify whether the results, conclusions and strategies that we have already designed are in accordance with reality.
But before hiring expensive market studies or starting a business trip, it is advisable to carry out a survey from the company itself, in order to form a first panorama or potential business scenario.
The basic scheme of an international market research can be divided into:
1. The market itself: this part details the general and introductory data of the country analyzed; form and nature of government; indicators and economic policy; current structure of the economy; country development plans; communications and physical distribution facilities; characteristics of its Foreign Trade and its situation in the regional integration processes.
2. Market access: here it is a question of verifying the characteristics of the general import policy; import licenses; tariff and tariff system (charges) for imports and para - tariffs; customs system and its operational regulations; any other type of regulations and factors that affect international trade.
3. Marketing factors: the consumer is now analyzed with its most relevant consumption variants; consumer behavior and all those logistical factors that make marketing channels, the documentary movement; of collections and payments; logistics of physical distribution; promotional methods, and samples, fairs and exhibitions that were available in the destination country.
4. Conclusion: where the results obtained and the strategic recommendations to be implemented will be indicated. In decision-making, not all of these items can be analyzed individually, but must be an integrated study.
It will agree with me that the sign or result of the management and success of the international trade operation will depend on the skill with which those responsible analyze, compares, weighs and decisively apply these data.
