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Market Potential Index

Market Potential Index for Emerging Markets - 2009

October 5, 2009
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Global marketing is becoming more and more important along the years with the increasing trend in internationalization. Having too many choices, marketers face the challenge of determining which international markets to enter and the appropriate marketing strategies for those countries.

The focus of this study is ranking the market potential of countries identified as "Emerging Markets" by The Economist magazine. These emerging economies comprise more than half of the world's population, account for a large share of world output, and have very high growth rates; all indicators of enormous market potential.

This indexing study is conducted by MSU-CIBER to help companies compare the Emerging Markets with each other on several dimensions. Eight dimensions are chosen to represent the market potential of a country over a scale of 1 to 100. Each dimension is measured using various indicators, and are weighted in determining their contribution to the Overall Market Potential Index.

Notes:
  1. The most recent version of the Market Potential Index can always be found on globalEDGE at: http://globalEDGE.msu.edu/resourceDesk/mpi/
  2. The index for previous years can be reached through the Market Potential Index (MPI) Archive table on the right column.
  3. To sort by any dimension, click on the name of the dimension, its "Rank", or its "Index" heading.

MPI for 2009

What's New in 2009: Even though the Economist continues to list Taiwan separately as an "Emerging Market", Worldbank no longer provides statistics for Taiwan. This makes it extremely difficult for our team to find consistent and comparable data for Taiwan in putting together our index. Therefore, we have decided to exclude Taiwan from our rankings, effective this year.

Countries Market Size Market Growth Rate Market Intensity Market Consumption Capacity Commercial Infrastructure Economic Freedom Market Receptivity Country Risk Overall Index
  Rank Index Rank Index Rank Index Rank Index Rank Index Rank Index Rank Index Rank Index Rank Index
Argentina 12 4 4 53 13 47 20 42 11 56 15 46 20 3 24 14 18 23
Brazil 4 21 11 29 17 44 24 20 14 47 12 54 25 1 14 46 16 26
Chile 21 2 15 27 12 49 23 24 13 49 1 100 10 13 7 63 13 33
China 1 100 1 100 26 1 13 60 19 34 26 1 18 4 10 55 2 97
Colombia 18 3 20 17 14 46 25 9 17 41 14 47 23 3 18 35 26 1
Czech Rep. 22 1 21 17 15 45 2 94 2 94 3 85 9 14 3 77 5 61
Egypt 14 4 6 40 11 54 6 75 20 32 22 19 13 6 20 34 17 24
Hong Kong 24 1 14 27 1 100 18 48 1 100 2 93 2 69 2 89 3 93
Hungary 25 1 26 1 4 67 3 90 5 82 4 81 5 16 15 43 8 48
India 2 38 3 54 23 25 11 60 25 2 17 44 24 3 23 24 11 36
Indonesia 5 11 16 26 20 37 16 55 21 30 18 43 22 3 21 27 22 15
Israel 23 1 24 12 3 68 9 74 7 70 7 77 4 23 4 74 6 54
Korea, South 7 10 23 12 6 64 1 100 4 92 5 77 8 15 6 67 4 69
Malaysia 19 3 17 26 22 27 10 73 9 64 16 45 3 24 9 55 10 36
Mexico 6 10 22 16 10 58 22 38 15 46 10 63 6 15 11 51 14 31
Pakistan 10 6 5 52 8 61 4 79 24 4 21 28 26 1 26 1 20 17
Peru 20 2 2 56 18 42 21 39 26 1 11 61 17 5 16 40 21 16
Philippines 11 5 25 12 9 59 19 48 22 26 19 38 16 6 22 25 23 8
Poland 15 4 13 27 7 63 5 78 6 78 8 70 15 6 8 61 7 53
Russia 3 25 8 38 21 29 8 75 8 65 24 7 21 3 12 48 9 40
Saudi Arabia 13 4 7 39 25 12 7 75 10 59 23 19 11 12 5 72 15 31
Singapore 26 1 12 28 2 73 15 57 3 94 6 77 1 100 1 100 1 100
South Africa 9 6 19 21 16 45 26 1 23 13 9 65 14 6 13 47 25 2
Thailand 16 4 10 31 24 22 17 52 16 46 20 38 7 15 17 40 19 18
Turkey 8 7 9 38 5 66 14 58 12 49 13 51 19 4 19 35 12 33
Venezuela 17 3 18 24 19 37 12 60 18 41 25 5 12 7 25 13 24 3

Year to Year Comparison of MPI

Countries 2009 2008 2007 2005 2004 2003 2002 2001 2000 1998 1997 1996
Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank
Singapore 1 3 3 2 2 2 2 1 1 1 1 1
China 2 2 1 3 4 5 5 5 6 5 2 3
Hong Kong 3 1 2 1 1 1 1 3 2 2 4 2
Korea, South 4 5 6 4 3 3 3 2 10 3 9 5
Czech Rep. 5 6 7 7 7 7 7 7 7 7 7 19
Israel 6 9 5 5 5 4 4 8 4 4 5 4
Poland 7 10 10 8 9 8 8 9 9 12 6 13
Hungary 8 7 8 6 6 6 6 10 11 11 16 15
Russia 9 12 13 11 12 15 13 19 19 19 21 23
Malaysia 10 14 12 13 14 13 17 15 16 8 13 7
India 11 11 9 9 8 9 10 11 8 10 10 10
Turkey 12 13 11 15 15 14 14 20 17 18 19 18
Chile 13 15 16 14 10 11 9 16 13 14 11 14
Mexico 14 8 14 10 11 10 11 14 15 22 14 9
Saudi Arabia 15 20 18
Brazil 16 23 23 18 20 17 16 18 21 20 22 20
Egypt 17 21 19 16 16 19 21
Argentina 18 17 17 21 19 23 15 13 14 17 3 12
Thailand 19 16 15 12 13 12 12 12 18 13 15 8
Pakistan 20 24 20
Peru 21 25 25 17 21 18 18
Indonesia 22 19 21 19 17 16 22 21 23 16 17 21
Philippines 23 18 22 20 18 20 19 17 12 15 18 22
Venezuela 24 27 26 23 24 22 23 23 20 23 20 16
South Africa 25 22 24 22 22 21 20 22 22 21 23 17
Colombia 26 26 27 24 23 24 24

Dimensions and Measures of Market Potential for 2009

Dimension Weight Measures Used
Market Size 10/50
  • Urban population (million) -20081
  • Electricity consumption (billion kwh) - 20062
Market Growth Rate 6/50
  • Average annual growth rate of primary energy use (%) - between years 2002-20062
  • Real GDP growth rate (%) - 20081
Market Intensity 7/50
  • GNI per capita estimates using PPP (US Dollars) - 20081
  • Private consumption as a percentage of GDP (%) - 20081
Market Consumption Capacity 5/50
  • Percentage share of middle-class in consumption/income (latest year available)1
Commercial Infrastructure 7/50
  • Main Telephone lines (per 100 habitants) - 20083
  • Cellular mobile subscribers (per 100 habitants) - 20083
  • Number of PC's (per 1000 habitants) - 20084
  • Paved road density (km per million people) - 20084
  • Internet users (per 100 habitants) - 20083
  • Population per retail outlet - 20084
  • Percentage of Households with TV - 20084
Economic Freedom 5/50
  • Economic Freedom Index - 20095
  • Political Freedom Index - 20096
Market Receptivity 6/50
  • Per capita imports from US (US Dollars) - 20087
  • Trade as a percentage of GDP (%) - 20081
Country Risk 4/50
  • Country risk rating - 20098
Data used are those available for most recent year.


For More Information:

For the indexing methodology, please refer to:

"Measuring The Potential of Emerging Markets: An Indexing Approach" - S. Tamer Cavusgil,
Business Horizons, January-February 1997, Vol. 40 Number 1, 87-91: doi.

"Complementary Approaches to Preliminary Foreign Market Opportunity Assessment: Country Clustering and Country Ranking" - S. Tamer Cavusgil, Tunga Kiyak, and Sengun Yeniyurt
Industrial Marketing Management, October 2004, Volume 33, Issue 7, 607-617: doi.


For additional inquiries, please contact MSU-CIBER.

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