Define export market potential

Last updated 19 March 2019

Find market potential information

Market size

To research the size of a market look for:

  • the size and age of the population
  • the country’s GDP and average disposable income
  • the amount and value of similar products or services
  • imports of similar products or services
  • the number of online searches for your products or services

Online resources for market size include:

Market attractiveness

To research market attractiveness look for:

  • trends in sales of similar products over a number of years
  • trends in consumer spending over a number of years
  • barriers to entry such as tariffs and duties
  • the ease of doing business including language and cultural differences
  • the perception of corruption and risk ratings

Online resources for market attractiveness include:

Analyse the competition

Competitor analysis will help you understand the amount of competition you will face in the prospective export market and help you decide how to position your product or service. Important information to find out about your competition includes:

  • their market share
  • the price of their products or services
  • how they market their products or services
  • why consumers buy their products or services over others

Resources to help you find this information include:

Compare markets to pick the right one

Gather the same information for each country into a market weighting table. This should make it easy to get a comparative score for size and attractiveness making it clear where the potential demand is and which markets will be easier to enter.