Shiwani Pal (Shiwani), CEO of Pal Cosmetics (PC), a leading manufacturer and seller of herbal cosmetic products for women, wanted to expand her business to other countries beyond India. PC wanted to enter multiple countries within a short duration of time by entering into a multinational market region (MMR) in emerging / developing markets. For the first five to seven years, complete concentration of PC’s international venture would be on this MMR. Hence, it had to be selected with utmost care and consideration. Using various criteria relevant for her business, Shiwani was attempting to select the MMR, which would be the most viable option for her.