Main Objective
This system helps managers select the best international market entry strategy scientifically. It answers whether direct export is better or investment.
Process Steps
Step 1: Criteria Comparison
You must determine which factor is more important to you:
- Home Country: Production facilities, costs, government support
- Company: Financial capability, experience, human resources
- Product: Features, after-sales services
- Target Country: Regulations, competition, demand
Steps 2 to 5: Alternatives Comparison
Indirect Export
Using intermediaries. Suitable for low risk and limited experience.
Direct Export
Selling directly to customers. Higher profit and control, medium risk.
Direct Investment (FDI)
Establishing factory in target market. Full control, high cost and risk.
How to Rate? (Scale 1 to 9)
| Intensity |
Definition |
| 1 | Equal importance |
| 3 | Moderate importance |
| 5 | Strong importance |
| 7 | Very strong importance |
| 9 | Extreme importance |
Important Note: You can also use fractions. For example: 1/3, 1/5, 1/7, 1/8, 1/9 or even 2/5
If the right-side criterion is more important, enter a number greater than 1; if the left-side criterion is more important, use a fraction.
Final Output
The system calculates criteria weights and final scores for alternatives, determining the 1st, 2nd, and 3rd ranks. It also verifies the Consistency Ratio (CR) to ensure your inputs are logical.