IM.3: International Market Attractiveness Index (see Figure 18)

Analysis
INTERNATIONAL MARKET ATTRATCIVENESS INDEX
COMPANY
Yum Brands
Product
Taco Bell
COUNTRY/REGION:
Russia
Market Attractiveness Factors Importance Rating (*)
Market Factors
40
%
Level of need, want or desire for your product at your price
0.20
40
Size of market opportunity that could buy your product
0.30
50
Market potential: non-buyers that could buy your product
0.15
80
Degree to which your product is affordable in this market
0.20
80
Degree your product offers performance not availble in this market
0.15
80
Country Factors
60
%
Degree to which foreign businesses can operate in this market
0.25
40
Political stability and attitudes toward your country of origin
0.25
60
Language and reglious barriers that make success difficult
0.15
50
Cultural differences in values, attiditudes, customs that cause failure
0.15
50
Degree to which a market infrastructure is in place
0.20
60
350
350
Market Attractiveness Score
56

(*) Rating can range from zero (disasterous) to 100 (excellent) where 50 is a neutral rating (not good or bad)

 
Starting Data
INTERNATIONAL MARKET ATTRATCIVENESS INDEX
COMPANY
Yum Brands
Product
Taco Bell
COUNTRY/REGION:
Russia
Market Attractiveness Factors Importance Rating (*)
Market Factors
40
%
Level of need, want or desire for your product at your price
0.20
40
Size of market opportunity that could buy your product
0.30
50
Market potential: non-buyers that could buy your product
0.15
80
Degree to which your product is affordable in this market
0.20
80
Degree your product offers performance not availble in this market
0.15
80
350
350
Country Factors
60
%
Degree to which foreign businesses can operate in this market
0.25
40
Political stability and attitudes toward your country of origin
0.25
60
Language and reglious barriers that make success difficult
0.15
50
Cultural differences in values, attiditudes, customs that cause failure
0.15
50
Degree to which a market infrastructure is in place
0.20
60
350
350
Market Attractiveness Score
56

(*) Rating can range from zero (disasterous) to 100 (excellent) where 50 is a neutral rating (not good or bad)

 
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