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Visy Industries was established in Melbourne Australia in 1948 The company has grown to become one of the worlds largest privately-owned paper recycling and packaging companies In 2003 Visy employs more than 8000 people in Australia New Zealand and the USA The companys total manufacturing revenues exceed 25 billion and total manufacturing assets exceed 3 billion REPORT OBJECTIVES Visy has the basic foundation to expand into international market from the experience in the industry point of view This market screening report is assigned to identify the best country for Visy Industries to target The countries to analyse for the companys expansion include Brazil Mexico the Netherlands and Japan Since each of the four countries has different market characteristics the analysis needs to be able to cover factors which could determine the companys success or failure Thus an analysis would be done at the macro level as well as the micro level MARKET SCREENING PROCESS AND CRITERIA The market screening process in this report is adapted from various methods such as Walwoods model for selecting foreign markets in 1980 cited in Jeannet 2004 p 140 the five stages overseas market selection process suggested by Fletcher and Brown 2002 and the course lecture note These methods can be said relatively similar to each other because of the fact that they all start with the screening in macro level or preliminary screening This preliminary screening is generally an analysis on the potential market Each countrys degree of attractiveness could be identified at this stage of screening process The process requires particular markets data which show the overview and related details Then the fine grained screening in a micro level would be done As the marketcountry attractiveness matrixes have to be done later percent weight of each attribute would be provided along with the analysis This is because the percent weight must be given based on the significance and effects each attribute has toward
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