Maxingvest ag mid-term report 2010 Research of potential markets is absolutely critical to success, along with doing an internal assessment of SWOT and knowing your competitors Tchibo example: UK has on average half the per capita consumption of Germany, and most coffee is instant brew, meaning the UK has less taste preferences and may not be the same market for an upscale coffee shop Generally speaking, the problem related to marketing research is that studying different countries means that you must use a lot of assumptions in order to make the analysis. Issues like tastes, preferences, consumption patters are difficult to evaluate prior to market penetration. Different markets mean different factors and any time you enter a new market, it carries a certain amount of risk. Global marketing research is done to mitigate that risk and guide the decision making process of a company.