Marketing
Market map
Compare countries on a world map and rank where to expand, with your own weights.
Where to sell next: compare countries on any measure, weight what matters to you, rank markets by attractiveness, then weigh that against how far each one is from home.
World map
Colour the world by any measure, or by the attractiveness score you set below. Point at a country, or find it by name, to read its numbers. Choosing a region zooms in and sets which countries the score compares.
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Attractiveness score
A weighted score from 0 to 100 over the measures you care about. Each measure is first put on a common 0–100 scale across the countries in view, so the weights decide what matters, not the units.
How the 0–100 scale is made: market size and wealth are taken on a log scale (a jump from $1 to $2 trillion counts like $10 to $20 billion); every measure is capped at its 5th and 95th percentile so one outlier can’t squash the rest; then the lowest country scores 0 and the highest 100.
- GDP in US dollars moves with exchange rates, so the growth figure mixes real growth, inflation and currency swings. It also overstates spending power where multinationals book profits, as in Ireland and Luxembourg.
- The score ranks countries against each other; it doesn’t say any market is good in absolute terms. Change the region and every score is recomputed against the new set.
- Countries missing a measure with a non-zero weight are left out of the ranking rather than guessed.
Attractiveness against reach
An attractive market far away can cost more to serve than a modest one next door. This chart sets the score against reach, in the style of the GE–McKinsey matrix: markets in the shaded top-right cells are the ones to grow into first.
100 next door, 0 on the far side of the planet, falling in a straight line with the great-circle distance between capitals.
- Distance stands in for the real costs of reach: language, time zones, trade agreements, shipping and regulation can make a far market easier than a near one.
Add your own measures
Bring what you know that a public dataset can’t: your sales by country, the number of competitors, a tariff rate. Each number column becomes a measure on the map and a weight in the score.
Codes are ISO 3166 alpha-3 (DEU, BRA, JPN); names work too. Read in this browser tab and never uploaded.
No measures of your own yet. The template lists every country with its code and an empty column to fill in; the made-up example (fictional sales and rival counts for 30 markets) shows what happens.
Sources
- GDP (current US$, NY.GDP.MKTP.CD) and population (SP.POP.TOTL): World Bank, World Development Indicators, CC BY 4.0, as packaged by datasets/gdp and datasets/population. The latest year is 2023 for most countries; 2021 or 2022 where 2023 is not yet published (marked).
- Country outlines and capitals: Natural Earth (public domain), via world-atlas, drawn in the Equal Earth projection (Šavrič, Patterson and Jenny, 2018). Country codes and regions: UN M49 via datasets/country-codes.
- The GE–McKinsey nine-box matrix: McKinsey & Company, “Enduring Ideas: The GE–McKinsey nine-box matrix” (2008).