For Writing Eden only

1)Company analysis

-->market share

-->marketing ability and capacity

-->product and positioning fit

--->quality of distribution services

2)Context analysis

--->market size

--->market growth

---->competitive conditions

--->market ucontrollables (Cultural, legal, political environment)

3)Scale Analysis

--->Favourable conditions ( favourable benefit-cost-risk trade off, politically stable nation, no dramatic upsurge inflation or private sector debt, free market system)

--->unfavourable conditions (political unstable nation, speculative financial bubbles have led to access borrowing, mixed or command economies)

--->large scale entry plus (commitment of significant resources,easier to attract customers, may cause rivals to rethink market entry)

---> Large scale entry minus (fewer resouces to commit elsewhere, may lead to indigenous competitive response)

--->small scale entry plus(time to learn about the market, limits company exposure)

--->small scale entry minus(may be difficult to build market share, difficult to capture first mover advantage)