International Market Selection

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International Market Selection Introduction The Irish Company selected for the research study is Primark. The company is an international clothing retailer with being one of the largest companies in Ireland. Primark owns 325 stores in different regions in the Europe and the United States such as Austria, Belgium, France, Germany, Ireland, Italy, the Netherlands, Portugal, Spain, the United Kingdom and the United States. Primark at this point intends to grow. For this purpose, the management has analyzed a number of international markets where the company could enter to expand its current market and increase revenue. The company has not yet ventured into markets outside the Europe and the United States. In order to achieve its objective of expansion, the company after careful analysis, plans to enter a new market in which it has never ventured before. The market is India which is the second most populous country in the world with a population of approximately 1,251,695,584. In terms of economy, India is one of the largest economies in the world ranking at 6th position in terms of nominal GDP and at 3rd position in terms of purchasing power parity. India as a new international market has been selected after going through the process of International market selection. IMS refers to the process in which a firm goes through the screening of various markets in order to achieve its objective. There are two approaches to International market selection, Systematic, and Unsystematic. This research study would focus on the systematic approach of International market selection which would consist of analytic hierarchy process (AHP). The systematic approach in this

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