analytical tools for international marketing

SWOT analysis

strengths, weaknesses, opportunities, and threats

SWOT overview

internal and external environment and your organization’s international capabilities is crucial to informing your goals and strategy and making the right business decisions.

strengths

capabilities that enable your company or unit to perform well

weaknesses

characteristics that prohibit your company or unit from performing well and need to be addressed

opportunities

trends, forces, events, and ideas that your company or unit can capitalize on

threats

possible events or forces outside of your control that your company or unit needs to plan for or decide how to mitigate

perceptual map

visual representation of how consumers perceive different brands or products within a particular market relative to competing brands

perceptual mapping indicates

the most important attributes in consumer decision-making into a simple two-dimensional graph

how to make a perceptual map

choose 2 attributes, select 5 competitiors, design a short survey and collect data from target consumers, create the map from the data and make sure 3 quadrants are populated, and interpret