Businesses that do not do their due diligence in terms of research when entering a new marketplace, especially an international market, open themselves up to potential failure. By doing the needed research and understanding the market you will have a better understanding of your competitors and the threats and opportunities you will need to focus on. By doing SWOT analysis on the competitors in the market you give yourself a much better chance of success when marketing your product to your potential customers. This step in the research phase is very important and can make or break your success in a new marketplace. Do you think this should impact a leader's decision to enter an international market? Thoughts? Competition = Risk??? Lets say Ford is trying to sell cars in China. What would you say would be the three most important things that Ford would need to define prior to entry?