Quero exportar, mas para onde? Uma proposta de método para seleção de mercados internacionais

Beatrice Maria Zanellato Fonseca Mayer; Pâmela Martini; Rejane Roecker

doi:10.14211/regepe.e1945

Authors

Beatrice Maria Zanellato Fonseca Mayer beatrice2104@hotmail.com
University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil
https://orcid.org/0000-0003-2057-7395
Pâmela Martini pamela-martini@hotmail.com
University of Southern Santa Catarina (UNISUL), Florianópolis, SC, Brazil
https://orcid.org/0000-0002-6562-7563
Rejane Roecker rej.adm@gmail.com
University of Southern Santa Catarina (UNISUL), Florianópolis, SC, Brazil
https://orcid.org/0000-0002-1519-5213

DOI:

10.14211/regepe.e1945

Keywords:

Selection of international markets, International market segmentation, internationalization of companies

Abstract

Objective: to develop a suitable method for selecting international markets in order to meet firms’ needs. Methodology/approach: this is a technological paper, which has established a target market in Africa, with great potential for attractiveness and accessibility. Therefore, the ranking method, preceded by a cut-off line (clustering) of countries that did not meet minimum requirements, was applied through the decision matrix tool. Main results: the market selection started with the definition of the African continent and the 49 clustered countries, and then the unattractive ones were excluded, resulting in South Africa, Angola, Algeria, Egypt and Morocco. After applying ranking, Angola was the target market chosen for export. Theoretical/methodological contributions: the contribution is made through the use of a blend of methods – clustering and ranking – to select the target market, according to objective criteria. Relevance/originality: in view of the existing international market selection models, the proposed method stands as an improvement, as it brings two differentials – clustering as a cut-off line and the decision matrix as a tool for ranking countries. Managerial contributions: the indication of a simple and accessible method, capable of contemplating the specificity of attractiveness and accessibility of a given product, with the selection of international markets based on objective and not merely intuitive criteria, in order to increase its assertiveness.

JEL CODE: M16

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Author Biographies

Beatrice Maria Zanellato Fonseca Mayer, University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil

is a doctoral student in Administration at the University of Vale do Itajaí (PPGA/UNIVALI), Master in Administration at the Federal University of Santa Catarina (PPGA/UFSC) and graduated in Administration with a Qualification in Foreign Trade at UNIVALI. She has professional experience as an analyst and consultant in the area of international business with a focus on internationalization of companies and also as a researcher and professor in Business Administration courses, at the undergraduate and graduate levels.

Pâmela Martini, University of Southern Santa Catarina (UNISUL), Florianópolis, SC, Brazil

has a Master's degree in Marketing from the University of Coimbra, Portugal, and a degree in International Relations from the University of Southern Santa Catarina - UNISUL, with an extension to the AMICUS program at the University of León / Spain. She has professional experience in the field of foreign trade.

Rejane Roecker, University of Southern Santa Catarina (UNISUL), Florianópolis, SC, Brazil

holds a Ph.D. in Administration from the University of Vale do Itajaí (PPGA/UNIVALI), Master and Bachelor in Administration from the Federal University of Santa Catarina (PPGA/UFSC). She has professional experience in Project Management with business consulting and market research. Professor at the University of Southern Santa Catarina, in the courses of Administration, International Relations and Production Engineering, at undergraduate and graduate levels.

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