THE IMPORTANCE OF MARKETING ANALYSIS IN CHOOSING EXPORT MARKET ENTRY STRATEGIES
Keywords:
export market entry strategy, marketing analysis, RCA index, Porter Diamond, QSPM, brand equity, Samarkand region.Abstract
This article examines the significance of systematic marketing analysis in selecting optimal export market entry strategies, drawing on empirical evidence from the Samarkand region of Uzbekistan and DAKA-TEX LLC. By integrating the Balassa RCA index, Porter Diamond Model, IFE/EFE matrices, TOWS and Ansoff frameworks, as well as RACE, SOSTAC and the Aaker brand equity model, the study demonstrates that data-driven marketing analysis substantially reduces entry risk. QSPM evaluation of five strategic alternatives identifies brand diversification under the concept of Samarkand Silk and Cotton as the highest-priority entry strategy (Grand Total TAS = 6.920). The findings contribute practical guidelines for enterprises and regional policymakers seeking to expand export activity through evidence-based strategic marketing planning.
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