Milestone 3. Team 245 (Pantofola D'Oro, Italy)

Milestone 4. Identify Market Success Factors

This section of the final report needs to explain your choice of the key market characteristics that are critical to the economic success of your client in a new market and why.

a. Geography and demographics factors

Location and climate: a market that its geographical location and climate suits fabrics and materials which have been drawn children's shoes. A geographical market which proves to have a climate suitable to the sport of football, and in which football is valued.

Size: a country that has a sizable order to distribute the product in different areas and can easily reach consumers.

Age distribution: The age distribution of the market should be broad. As we hope to expand through girl’s shoes, families with young children must be present in the market. Therefore, an appropriate age distribution may be 4 to 40 years, ages among girls who can buy shoes for football.

Education level: a solid level of education that values the sport since childhood. In particular, girl’s soccer would be highly valued, as we hope to sell products to this market segment. The education level should be in the middle high level since our products target at high end customers who should value their living quality.

b. Economic environment factors

Income levels: A country where the income of its residents is middle / high because the child soccer shoes are high-priced and not a staple. Besides the people in this country has extra money to have recreational activities, especially in sports.

Infrastructure development: a country that has a sufficiently developed infrastructure to distribute the products correctly. A country should have well developed and sufficient sports fields for its people to play soccer.

Ease of doing business: a country with which the company has easily established businesses and commercial contracts. Exist prior agreements between the two countries, to facilitate the internationalization of Italian products.

Lack of competition: a market in which there aren’t many companies engaged in the production of girls’ soccer shoes to grab the largest market share possible.

c. Political and legal environment factors

Political and legal systems: a country in which the legal system is well defined and its laws permit the sale and consumption of the products of the company. A country where there is political stability, there is not risks of attacks, terrorism, riots, corruption etc. so they can easily sell products. The ideal country has political freedom, that is to say, allowing the company to operate without restrictions on their sale.

Government policy toward trade and foreign direct investment: a country

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