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Also the company should assess its own strengths and weaknesses and the risk/returns decisions should transcend the focus on absolute costs and look at opportunity costs of servicing this product market rather than other product markets. (Attention is drawn to the reference section where general surveillance data is exemplified and specific information on products markets is given in an agricultural context)...

Because detailed market scanning can be expensive, many writers suggest the process be split into two stages, a preliminary screen to assess basic alternatives, then, once through this test, more detailed treatment. Hibbert (1985)2 calls the first phase an assessment of market ecology giving general data about a country - its political and demographic stance for example...

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