Market Screening Report: An Analysis for Visy Industries

Essay by amoyboyUniversity, Master'sA, April 2006

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Visy Industries was established in Melbourne, Australia in 1948. The company has grown to become one of the world's largest privately-owned paper recycling and packaging companies. In 2003, Visy employs more than 8,000 people in Australia, New Zealand and the USA. The company's total manufacturing revenues exceed $2.5 billion and total manufacturing assets exceed $3 billion.


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 company's 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 company's success or failure. Thus, an analysis would be done at the macro level as well as the micro level.


The market screening process in this report is adapted from various methods such as Walwood's 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 country's degree of attractiveness could be identified at this stage of screening process. The process requires particular market's data which show the overview and related details. Then the fine grained screening in a micro level would be done.

As the market/country attractiveness matrixes have to be done later, percent weight of each attribute would be provided along with the...