After getting clarity on the most basic of case information, namely, kind of firm that makes up the clientele, the kind of products that the firm wishes to market, and in-turn the kind of populace that it wants to serve, I would consider the following filters while making a decision on the kind of country to serve, keeping in mind the above info

- Total addressable market and serviceable addressable market i.e. the market size: This might include criteria such as the income distribution in the country (to zero in on the % of population that can actually afford the product), the consumer tastes & preferences (cultural factors that may sway sales towards or against specific products), as well as legal barriers, if any, that stand in the way of the introduction of the products

- Feasibility of entering the country: This will include not just the legal barriers to marketing products, but also the possible synergies/de-synergies that may exist with relation to the firm's already running offices (operational, cultural, financial or otherwise)

- Growth potential in the country: This includes considering not just the current market size but factors that might accelerate/ hinder the growth of the market that exists at present. An FMCG firm (especially one that dabbles in retail that necessitates a lot of investment) needs to keep a long-term view

Will be able to provide more details if you hit me up personally! Hope this helps :)

(edited)