The Conceptual Foundations of Estimating the Attractiveness of External Market for Production of Industrial Enterprise

Abstract

The article considers methods of analysis of attractiveness of external markets for domestic industrial enterprises. The internal indicators of attractiveness of external market are analyzed, a step-by-step methodology of carrying out the strategic analysis of attractiveness of international markets is elaborated with the purpose of developing efficient market strategies for enterprise. The authors present a generalized methodology of measuring the degree of attractiveness of the external market in terms of implementing company’s interests therein. The research allows to identify possibilities of international activity of enterprise together with potential foreign markets, suitable for its activity. A complex method of estimation of attractiveness of the external market, allowing to develop an effective market strategy for enterprise, has been proposed.

Keywords

• market volume
• market situation
• intensity of competition
• methods of estimation of market attractiveness
• expert estimations