{"title":"Selecting Target Market Using ‘The Analytic Hierarchy Process (AHP)’ Model: TarMAR","authors":"Haluk Unaldi","doi":"10.33423/ajm.v21i3.4360","DOIUrl":null,"url":null,"abstract":"Nations are working hard to extend their exports; resulting in increasing competitiveness of the world’s economic environment. Therefore, selecting the appropriate target market is crucial. On the other hand, it is extremely difficult to identify a proper target market due to the complexity of the problem having many attributes. Based on the 'directional policy' matrix, there are two critical parameters to select a proper target market. These are: ‘target market attractiveness’ and ‘own competitive strength’ in the market. But these two critical parameters have many objective and subjective variables. Some of these parameters can be measures such as target market size, annual growth rate, market share, distance, etc. while some of these are subjective aspects and cannot be measured such as product market conditions, tax regime, financial system, institutions, and infrastructure quality, etc. The difficulty is to compare these subjective parameters.","PeriodicalId":91998,"journal":{"name":"American journal of information management","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"American journal of information management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33423/ajm.v21i3.4360","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Nations are working hard to extend their exports; resulting in increasing competitiveness of the world’s economic environment. Therefore, selecting the appropriate target market is crucial. On the other hand, it is extremely difficult to identify a proper target market due to the complexity of the problem having many attributes. Based on the 'directional policy' matrix, there are two critical parameters to select a proper target market. These are: ‘target market attractiveness’ and ‘own competitive strength’ in the market. But these two critical parameters have many objective and subjective variables. Some of these parameters can be measures such as target market size, annual growth rate, market share, distance, etc. while some of these are subjective aspects and cannot be measured such as product market conditions, tax regime, financial system, institutions, and infrastructure quality, etc. The difficulty is to compare these subjective parameters.