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Lahore School of Economics Export Marketing Spring 2020
Lahore School of Economics Export Marketing Spring 2020
Export Marketing
Spring 2020
A Pakistani firm is interested in exporting steel to a region/country where they can adopt “invest/
growth strategy”. Based on the results from market portfolio analysis using “country
attractiveness/competitive strength matrix”, should the firm export steel to Brazil or China?
Solution:
XFactors Weights Ratings Ratings Brazil China
(Brazil) (China) Score Score
Market Size 2 5 9 10 18
Market Growth 1.5 5 7 7.5 10.5
Price Control 0.5 9 9 4.5 4.5
Absolute Market 2.5 2 9 5 22.5
Share
Profit Per Unit 1.5 7 5 10.5 7.5
Market Support 0.25 6 4 1.5 1
Local Content 0.5 6 6 3 3
Inflation 0.2 5 6 1 1.2
Trade Barriers 0.3 2 7 0.6 2.1
Product Fit 0.75 4 8 3 6