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

Abstract

Objective of the study: to develop a method for the selection of international markets, in order to answer: how to select the most appropriate foreign market to the company's needs? Methodology / approach: This is a technological article whose intervention was to establish a target market in Africa that presented the greatest potential for attractiveness and accessibility. The ranking method was applied, preceded by a cut line (by clustering) of countries without the minimum requirements and the most attractive and accessible market was established through the decision matrix tool. Main results: The market selection started by defining the African continent and 49 countries were clustered, excluding unattractive ones, resulting in: South Africa, Angola, Algeria, Egypt and Morocco. Subsequently, ranking was applied and Angola was the target market selected for export. Theoretical / methodological contributions: Contributes methodologically using a blend of methods, clustering and ranking, which allows you to select the target market according to objective criteria. Relevance / originality: In view of the existing international market selection models, this method proposal is positioned as an improvement, as it brings two differentials, clustering as the cut line, and the decision matrix as a tool for ranking countries. Managerial contributions: The business contribution is to have a simple and accessible method, which takes into account the specificities of attractiveness and accessibility for a specific product, so that the selection of international markets is based on objective and not merely intuitive criteria, thus increasing the assertiveness in choosing the target market.