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GBU 201-001 • CRN 20319 • T,R 1230 to 1345 • Combs 213
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MKT309 • MKT401 • GBU201

Ch 12 Analyzing International Opportunities
Opening case - Starbucks
Where in the world can you find one????
What is Starbucks' impact?

1. Screening potential markets and sites
Market and site-screening decisions
Step 1: Identifying basic appeal
Step 2: Assessing national business environment
Step 3: Measuring market or site potential
Step 4: Selecting the market or site

2. Conducting international research
Benefits
Difficulties
Sources
Methods