Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Overview
1. Target Market Selection 2. Choosing the Mode of Entry 3. Exporting 4. Licensing 5. Franchising 6. Contract Manufacturing 7. Joint Ventures 8. Wholly Owned Subsidiaries 9. Strategic Alliances 10. Timing of Entry 11. Exit Strategies
2
Introduction
The need for a solid market entry decision is an integral part of a global market entry strategy. Entry decisions will heavily influence the firms other marketing-mix decisions. Global marketers have to make a multitude of decisions regarding the entry mode which may include: (1) the target product/market (2) the goals of the target markets (3) the mode of entry
(4) The time of entry (5) A marketing-mix plan (6) A control system to check the performance markets
in the entered
Chapter 9
3. Exporting
Indirect Exporting Export merchants Export agents Export management companies (EMC) Cooperative Exporting Piggyback Exporting Direct Exporting Firms set up their own exporting departments
11
4. Licensing
Licensor and the licensee Benefits: Appealing to small companies that lack resources Faster access to the market Rapid penetration of the global markets Caveats: Other entry mode choices may be affected Licensee may not be committed Lack of enthusiasm on the part of a licensee Biggest danger is the risk of opportunism Licensee may become a future competitor
12
5. Franchising
Franchisor and the franchisee Master franchising Benefits: Overseas expansion with a minimum investment Franchisees profits tied to their efforts Availability of local franchisees knowledge
Caveats:
Revenues may not be adequate Availability of a master franchisee Limited franchising opportunities overseas Lack of control over the franchisees operations Problem in performance standards Cultural problems Physical proximity
13
5. Franchising
Chapter 9
14
16
18
20
21
23
24
25
26
29