Presented paper displays the usage of the concept of competitive intelligence in the analysis of the external environment. This concept was used for the purpose of feasibility study for very specific product. In relation to the analysis of the potential global markets, one fundamental problem was the misrepresentation of the Asian markets due to a lack of information. Through the use of competitive intelligence methods like mystery shopping, observation, questioning and monitoring social networks, it was determined that the rule of law is affected in a fundamental way by all the other barriers to market entry which are of key importance for those interested in entering these markets.