The Market Potential Assessment service is designed to support companies during the early and most critical stages of the internationalisation process, providing a structured and data-driven basis for market entry decisions. This service integrates three key components: diagnosis, priority market selection, and in-depth market study of the priority market. The diagnostic phase focuses on understanding the company’s strategic objectives, resources, capabilities, and business model. Based on this internal assessment, Market Access defines, together with the company, a set of qualitative and quantitative market selection criteria. These typically include macroeconomic indicators, sector performance, competitive intensity, regulatory environment, market accessibility, and geographical, cultural, and technological factors. The criteria are weighted and analysed through a structured evaluation model, resulting in a comparative assessment and a clear ranking of priority international markets. This ranking provides a robust foundation for deciding which markets should advance in the internationalisation process. Building on the prioritisation results, the market study phase delivers an in-depth screening of the selected market. This analysis provides a detailed understanding of sector dynamics, market size and trends, regulatory and legal frameworks, standards and certifications, import requirements, and key industry players. Using a combination of primary and secondary research, expert input, and sector-specific data, Market Access evaluates opportunities, risks, and market access conditions in detail. Together, these integrated components enable companies to reduce uncertainty, allocate resources more effectively, and move forward with their international expansion in a structured, informed, and strategically aligned manner.