CHAPTER 12The Market Strategy
An important question for any global retailer to explore is which markets to operate in. Developing a strategy for figuring this out involves a number of tasks and issues:
1. Establishing a well-balanced portfolio of markets with short-term, mid-term, and long-term growth and profitability potential
2. Evaluating the potential power of the offer in different markets—the potential to become one of the leading companies in its category
3. Balancing risk versus potential
4. Evaluating the importance of trade barriers
5. Looking at the potential limitations of the resources and values of the organization
6. Evaluating the importance of speed versus a more measured, gradual growth
7. Reflecting on potential needs to adapt ...
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