The Entry of Marketing
Lancashire
Business
School
Lancashire
Business
School
------------------------------------------------- MODULE INFORMATION PACK
Module Code: MK3111
Module Title: INTERNATIONAL MARKETING
Module Size: Standard Module
Module Tutor: Peter Frederick Ruddock
Chinese Name: Zhou Qijuan
English Name: Jean
Finish Date:21th , March, 2013
Tittle: What are the advantages and disadvantages of a market entry strategy of exporting for SME’s v MNE’s? Use both academic and practical sources. You must include references to at least three business sources and at least three academic articles from academic journals.
Introduction
A number of companies has a huge successful in the domestic. Thus, these companies want to expand the new market in oversea. The company will make a strategy of entry the market involves the market analysis and company condition. The essay main discuss on entry the market strategy of exporting for SMEs and MNEs. Having identified potential country, both smaller and global firms use these strategies to the development of product. Due to exporting has risk less, low cost and ease of operation feature. Usually, core enterprises retain main activities in its home country but conduct marketing, distribution, and customer services activities in the exporting marketing (Anderson,1986). And the exporting divides to two strategies: indirect exporting and direct exporting. A number of enterprises will keep exporting as entry market strategy.
The direct exporting strategy
Direct exporting refers to selling product to your target customer directly. Direct exporting generally need to greater initial expenses of capital, staff, and other resources, and they are regard as the more risk compare with indirect exporting. (Reference for business, 2012). MNEs general have strong economy and power technology, transfer far information. Thus, MNEs have absolute advantage involving product, market share and technology. The most significant feature
Business
School
Lancashire
Business
School
------------------------------------------------- MODULE INFORMATION PACK
Module Code: MK3111
Module Title: INTERNATIONAL MARKETING
Module Size: Standard Module
Module Tutor: Peter Frederick Ruddock
Chinese Name: Zhou Qijuan
English Name: Jean
Finish Date:21th , March, 2013
Tittle: What are the advantages and disadvantages of a market entry strategy of exporting for SME’s v MNE’s? Use both academic and practical sources. You must include references to at least three business sources and at least three academic articles from academic journals.
Introduction
A number of companies has a huge successful in the domestic. Thus, these companies want to expand the new market in oversea. The company will make a strategy of entry the market involves the market analysis and company condition. The essay main discuss on entry the market strategy of exporting for SMEs and MNEs. Having identified potential country, both smaller and global firms use these strategies to the development of product. Due to exporting has risk less, low cost and ease of operation feature. Usually, core enterprises retain main activities in its home country but conduct marketing, distribution, and customer services activities in the exporting marketing (Anderson,1986). And the exporting divides to two strategies: indirect exporting and direct exporting. A number of enterprises will keep exporting as entry market strategy.
The direct exporting strategy
Direct exporting refers to selling product to your target customer directly. Direct exporting generally need to greater initial expenses of capital, staff, and other resources, and they are regard as the more risk compare with indirect exporting. (Reference for business, 2012). MNEs general have strong economy and power technology, transfer far information. Thus, MNEs have absolute advantage involving product, market share and technology. The most significant feature