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1)Company analysis
–>market share
–>marketing ability and capacity
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—>quality of distribution services
2)Context analysis
—>market size
—>market growth
—->competitive conditions
—>market ucontrollables (Cultural, legal, political environment)
3)Scale Analysis
—>Favourable conditions ( favourable benefit-cost-risk trade off, politically stable nation, no dramatic upsurge inflation or private sector debt, free market system)
—>unfavourable conditions (political unstable nation, speculative financial bubbles have led to access borrowing, mixed or command economies)
—>large scale entry plus (commitment of significant resources,easier to attract customers, may cause rivals to rethink market entry)
—> Large scale entry minus (fewer resouces to commit elsewhere, may lead to indigenous competitive response)
—>small scale entry plus(time to learn about the market, limits company exposure)
—>small scale entry minus(may be difficult to build market share, difficult to capture first mover advantage)
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