International Market Research Skills & Resources Mark Bodnar Ania Dymarz

Contrasting “good” sources Compare Pet Care in China in Marketline report via Business SourceMarketline report via Business Source and in Passport GMIDPassport 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 $$$ analysis + analysis + primary research Aggregated Dispersed Varying definitions Varying quality Gaps Issues below, plus… Methodology Issues below, plus… Expertise Experience Track record Issues below (again)

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, Retrieved from ?accountid= ?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 Diversifying retail and distribution in Thailand Diversifying retail and distribution in Thailand o Handbook of Islamic marketing Handbook of Islamic marketing o Consumer-citizens of China : the role of foreign brands in the imagined future China Consumer-citizens of China : the role of foreign brands in the imagined future China o Africa rising : how 900 million African consumers offer more than you think Africa rising : how 900 million African consumers offer more than you think o India by design : the pursuit of luxury and fashion India by design : the pursuit of luxury and fashion Start with our International Market Research guide for subject search suggestionsInternational Market Research

Resources Skills for survival when viewing hundreds of resources? Have filters ready: o What countries does the resource cover? o What questions does it answer? o What is surprising about it? Start with our International Market Research guideInternational Market Research

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