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Going globalMarket selection
Screening target countries on market size, purchasing power, competition, legal barriers and the availability of capable partners.
Where this sits
Taking a brand abroad is not simply replicating the model. It is a question of choosing the market, the entry model and — above all — the right partner.
In practice
Market selection is a filtering discipline, not a ranking exercise. The screens that matter are rarely the ones that look most impressive on a slide: size and purchasing power set the ceiling, but legal barriers, category maturity and — most often the binding constraint — the availability of a partner capable of running the system are what decide whether a market is actually enterable.
The common failure is selecting on opportunity and discovering the constraint afterwards. Run the partner question first: if no credible operator exists in that market today, the market's size is not yet relevant to you.
Source: Go Global Holdings — khung làm việc riêng (không phải trích dẫn luật) · Reviewed: 2026-09-02