International Retailing Study

The product to be sold is a CD-ROM called "The Anyonymizer." It is a multi-platform program that can be installed in any PC. It allows the user to enter the Internet anonymously. The cost is LB 45 and there is a monthly service fee of LB 7.

The market analysis for this product is divided into two primary segments. Those are:

Group 1: United States, Mexico, Canada, Japan, China, and Taiwan

Group 2: Greece, Portugal, Italy, Spain, Denmark, and Germany. The first consideration with this project is to determine the number of Internet users in each of the specific countries. That information was obtained from NUA Net, a company that specializes in compiling daily Internet statistics. Those figures are seen in Table 1.

Table 1: Internet Users in Target Countries

This gives a potential world wide market of 200 million. We are basing our estimates on trying to reach 1/10 o

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tropolitan areas. Growth Potential: There is solid growth potential for this product, in Mexico, since the government controls some 60 percent of the Internet, and security and privacy are not regarded as important. Market Maturity: Developing, as more and more computers are being built in Mexico, therefore a future for the Internet. Competitive Environment: 44 Search Engines, 38 Online selling similar products. Culture: Diverse, poor, underemployed, Catholic, challenged Japan Economic Conditions: The nation is characterized by government-industry cooperation, a strong work ethic, mastery of high technology, and a comparatively small defense allocation (1% of GDP) have helped Japan advance with extraordinary rapidity to the rank of second most technologically powerful economy in the world after the US and third largest economy in the world after the US and China. Growth Potential: There is solid growth potential for this product, in Japan, not so much because of the challenge of Internet security but because it is new and trendy and could become a "must have" add on. Market Maturity: Mature for technology but nascent for Internet tech. Competitive Environment: 31 Search Engines, 284 Online selling similar products.

Category: Business - I