Question 1:

International market research involves gathering both market and competitive intelligence. For exporters both are critical to develop a better understanding of the opportunities and risks associated with a target market. In your opinion, why is the gathering of both market intelligence and competitive intelligence important for exporters?

Question 2:

An American company that sells high-end sportswear is exploring the possibility of exporting to South America. Preliminary market screening and secondary research has narrowed the potential market to Brazil. The company has decided to do its own primary research in the country, and is sending two researchers to collect this data over a two-week period. Some of the primary objectives of this research are to determine where consumers buy their high-end sportswear, and what the consumer preferences are for product design and packaging. The potential challenges for the team will for language and cultural differences. In your opinion how can these two challenges be overcome?