A key factor in the success of import activities is providing the consumer with the products or services which meet their needs.  To this end, marketing activities must be planned and coordinated.  In order to formulate a successful marketing plan, it is necessary to analyze the marketplace and identify opportunities.

When it comes to importing, opportunities come from the environment.  One of the main factors in the success of a company's markting activities is the ability to assess the needs of particular groups of consumers or target markets.  In order to do this, the importer needs to monitor the environment and identify changes that can provide these opportunities in the marketplace.

The ISBDC recently acquired a new demographic analysis tool which utilize statistical information collected by the U.S. Census Bureau.  This program has the capability of examining in detail local and regional market,s based on specific criteria provided by the user.  Among the features available is a dynamic  map of the specific geographical area in question, which uses consumer expenditure and other criteria provided by the user.  This is a great tool to use when assembling an import marketing strategy.

** Exerpts were taken from the book Import Marketing - A Management Guide to Profitable Operations by  Haar, J. and  Ortiz-Bounafina, M. **