Chapter 12.1, Problem 1QS1

Summary Introduction

To Determine:

The first step in the screening process for potential markets and sites.

Introduction:

Before entering a potential market and site it is essential to assess the growth opportunities and also, the strategies to keep the costs low in such markets. A proper screening process should be conducted before entering any new market and site. The screening process has four steps:

• Identification of basic appeal of a market
• Assessment of the national business environment
• Measure market or site potential
• Select the market or site
The screening process helps in investing money, time and effort only in those markets and sites which holds the greatest potential.