Export Target Market Report
JavonMotley
SampleTargetMarketMatrixes-1.docx2.1 Matrix Potential for Beer Exports
|
Country |
Total US exports y. 2019 (in million dollars) |
Weight (25%) |
GDP per capita (in thousands$) |
Weight (20%) |
Beer Consumption per capita (in liters) |
Weight (30%) |
Population (in million) |
Weight (25%) |
Total |
|
China |
14.6 |
3.7 |
18.2 |
3.6 |
32 |
9.6 |
1,394.0 |
348.5 |
365.4 |
|
Mexico |
58.9 |
14.7 |
19.9 |
4.0 |
62.1 |
18.63 |
128.6 |
32.2 |
69.5 |
|
Chile |
169.2 |
42.3 |
24.6 |
4.9 |
43 |
12.9 |
18.2 |
4.5 |
64.7 |
|
Canada |
106.4 |
26.6 |
48.4 |
9.7 |
57.7 |
17.31 |
37.7 |
9.4 |
63.0 |
|
Germany |
0.9 |
0.2 |
50.8 |
10.2 |
104.2 |
31.26 |
80.2 |
20.0 |
61.7 |
|
Japan |
30.6 |
7.7 |
42.9 |
8.6 |
41.4 |
12.42 |
126 |
31.4 |
60.0 |
|
Czech Rep. |
0 |
0.0 |
35.5 |
7.1 |
143.3 |
42.99 |
10.7 |
2.7 |
52.8 |
|
UK |
22.2 |
5.6 |
44.8 |
9.0 |
67.7 |
20.31 |
65.8 |
16.4 |
51.3 |
|
South Korea |
66.6 |
16.7 |
39.5 |
7.9 |
42.8 |
12.84 |
51.8 |
13.0 |
50.3 |
|
Netherlands |
5.8 |
1.5 |
53.9 |
10.8 |
69.8 |
20.94 |
17.3 |
4.3 |
37.5 |
Table 1. Weighted Decision Matrix of Potential Exports Markets for Table and Kitchenware
|
Weighted Decision Matrix of Potential Export Markets for Table and Kitchenware |
||||||
|
Criteria |
Weight |
Canada |
Germany |
China |
Netherlands |
United Kingdom |
|
Population |
2 |
4 |
2 |
1 |
5 |
3 |
|
Pop. Growth rate |
2 |
1 |
5 |
4 |
3 |
2 |
|
Urbanization % |
3 |
3 |
2 |
5 |
1 |
4 |
|
GDP Per Capita |
3 |
3 |
2 |
5 |
1 |
4 |
|
GDP Growth Rate |
3 |
4 |
3 |
1 |
2 |
5 |
|
Export Value |
4 |
5 |
2 |
1 |
3 |
4 |
|
FAS Value |
4 |
1 |
3 |
4 |
5 |
2 |
|
Imported Value |
4 |
2 |
1 |
5 |
4 |
3 |
|
Weighted Score |
|
72 |
65 |
83 |
76 |
79 |
The Weighted Score is multiplied by the weight to arrive at the total weighted score.
Quantitative analysis of contending countries
Table 1 shows the countries’ quantitative score of activity with each indicator. The countries are ordinally ranked based on their quantitative score (e.g., the country with the highest import activity receives a 1; conversely, the country with the least amount of import activity receives a 6). The only indicator that is inversely ranked is the unemployment rate, as a lower percentage indicates more favorable conditions.
Table 1. Contending countries quantitative score with each indicator of market potential.
|
Criteria |
China |
Germany |
Japan |
Netherlands |
Norway |
Sweden |
|
Imports with US |
$636B |
$557B |
$204.2B |
$60B |
$12.2B |
$4.44B |
|
Per Capita (PPP) |
$16,700 |
$42,800 |
$50,400 |
$72,100 |
$72,000 |
$51,200 |
|
EV Annual Sales (2018) |
1,016,002 |
52,013 |
67,504 |
86,290 |
29,187 |
19,793 |
|
Unemployment rate (%) |
3.9 |
3.8 |
2.9 |
4.9 |
3.2 |
6.7 |
|
EVs/1,000 people Ratio |
1.6 |
2 |
2.4 |
55.9 |
8.4 |
7.8 |
Source(s): CIA World Factbook; IMF – World Economic Outlook database; Santander Trade Markets; US Dept. of Commerce.
Decision matrix and country ranking for Electric Vehicles
Once the countries are ordinally ranked, their score is then multiplied by the weight, representative of the level of influence each indicator has on exporting, and the weighted scores are totaled with the lowest score representing the country with the most favorable market conditions for exporting (see Table 2). As demonstrated in Table 2, the top three international markets of export potential are Norway, Germany, and China, with the three lowest weighted scores, 47, 53, and 56, respectively.
Table 2. Decision matrix with contending countries, indicators of market potential and the respective weight.
|
Criteria |
Weight |
China |
Germany |
Japan |
Netherlands |
Norway |
Sweden |
|
Imports with US |
3 |
3 |
6 |
9 |
12 |
15 |
18 |
|
Per Capita (PPP) |
2 |
12 |
10 |
8 |
2 |
4 |
6 |
|
EV Annual Sales (2018) |
5 |
5 |
15 |
20 |
25 |
10 |
30 |
|
Unemployment rate (%) |
4 |
16 |
12 |
4 |
20 |
8 |
24 |
|
EVs/1,000 people Ratio |
4 |
24 |
16 |
20 |
8 |
4 |
12 |
|
Weighted Score |
- |
60 |
59 |
61 |
67 |
41 |
90 |
To summarize, the top three potential markets are Norway, Germany, and China, based on a comprehensive and quantitative analysis of several factors used to indicate the market potential for exporting. These factors examine the country’s level of trade activity with the US, signifying established trade agreements, two economic indicators of purchasing power parity and unemployment rates, and two factors representing a country’s quantitative level of activity pertaining to electric vehicles, consisting of annual sales and a ratio of number of EVs per 1,000 people in the respective population.
2.1
M
atrix
Potential
for Beer Export
s
Country
Total US
exports y.
2019 (in
million
dollars)
Weight
(25%)
GDP per
capita (in
thousands$)
Weight
(20%)
Beer
Consumption
per capita (in
liters)
Weight
(30%)
Population
(in million)
Weight
(25%)
Total
China
14.6
3.7
18.2
3.6
32
9.6
1,394.0
348.5
365.4
Mexico
58.9
14.7
19.9
4.0
62.1
18.63
128.6
32.2
69.5
Chile
169.2
42.3
24.6
4.9
43
12.9
18.2
4.5
64.7
Canada
106.4
26.6
48.4
9.7
57.7
17.31
37.7
9.4
63.0
Germany
0.9
0.2
50.8
10.2
104.2
31.26
80.2
20.0
61.7
Japan
30.6
7.7
42.9
8.6
41.4
12.42
126
31.4
60.0
Czech Rep.
0
0.0
35.5
7.1
143.3
42.99
10.7
2.7
52.8
UK
22.2
5.6
44.8
9.0
67.7
20.31
65.8
16.4
51.3
South Korea
66.6
16.7
39.5
7.9
42.8
12.84
51.8
13.0
50.3
Netherlands
5.8
1.5
53.9
10.8
69.8
20.94
17.3
4.3
37.5
Table
1
. Weighted Decision Matrix of Potential Exports Markets for
Table and Kitchenware
Weighted Decision Matrix of Potential Export Markets for Table and Kitchenware
Criteria
Weight
C
anada
Germany
China
Netherlands
United Kingdom
Population
2
4
2
1
5
3
Pop. Growth rate
2
1
5
4
3
2
Urbanization
%
3
3
2
5
1
4
GDP Per Capita
3
3
2
5
1
4
GDP Growth Rate
3
4
3
1
2
5
Export Value
4
5
2
1
3
4
FAS Value
4
1
3
4
5
2
Imported Value
4
2
1
5
4
3
Weighted Score
72
65
83
76
79
The Weighted Score is
multiplied by the weight to arrive at the total weighted score.
Quantitative analysis of contending
countries
2.1 Matrix Potential for Beer Exports
Country
Total US
exports y.
2019 (in
million
dollars)
Weight
(25%)
GDP per
capita (in
thousands$)
Weight
(20%)
Beer
Consumption
per capita (in
liters)
Weight
(30%)
Population
(in million)
Weight
(25%)
Total
China 14.6 3.7 18.2 3.6 32 9.6 1,394.0 348.5 365.4
Mexico 58.9 14.7 19.9 4.0 62.1 18.63 128.6 32.2 69.5
Chile 169.2 42.3 24.6 4.9 43 12.9 18.2 4.5 64.7
Canada 106.4 26.6 48.4 9.7 57.7 17.31 37.7 9.4 63.0
Germany 0.9 0.2 50.8 10.2 104.2 31.26 80.2 20.0 61.7
Japan 30.6 7.7 42.9 8.6 41.4 12.42 126 31.4 60.0
Czech Rep. 0 0.0 35.5 7.1 143.3 42.99 10.7 2.7 52.8
UK 22.2 5.6 44.8 9.0 67.7 20.31 65.8 16.4 51.3
South Korea 66.6 16.7 39.5 7.9 42.8 12.84 51.8 13.0 50.3
Netherlands 5.8 1.5 53.9 10.8 69.8 20.94 17.3 4.3 37.5
Table 1. Weighted Decision Matrix of Potential Exports Markets for Table and Kitchenware
Weighted Decision Matrix of Potential Export Markets for Table and Kitchenware
Criteria Weight Canada Germany China Netherlands United Kingdom
Population 2 4 2 1 5 3
Pop. Growth rate 2 1 5 4 3 2
Urbanization % 3 3 2 5 1 4
GDP Per Capita 3 3 2 5 1 4
GDP Growth Rate 3 4 3 1 2 5
Export Value 4 5 2 1 3 4
FAS Value 4 1 3 4 5 2
Imported Value 4 2 1 5 4 3
Weighted Score 72 65 83 76 79
The Weighted Score is multiplied by the weight to arrive at the total weighted score.
Quantitative analysis of contending countries
