reserved. Chapter 6 Licensing‚ Strategic Alliances‚ FDI Outline The non-exporting modes of entry The Licensing Options‚ including Franchising Strategic Alliances‚ including Joint Ventures. FDI and Wholly Owned Subsidiaries Marketing Strategy and Optimal Entry Mode Foreign Expansion and Cultural Distance Waterfall and Sprinkler Strategies Takeaways 6-3 Non-exporting modes of entry Three main non-exporting modes of entry Licensing (including franchising) Strategic Alliances Wholly owned
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task for a company because whatever mode you select is going to decide the fate of company. There are many types of entry modes available but the crux is which mode is suitable for your business. Types of entry Modes Export Entry Modes Indirect export: Indirect involvement means that firm participates in international business through an intermediary and does not deal with foreign customers or market. Advantages are low entry cost‚ low financial risk‚ low marketing cost‚ low staffing required etc
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Product and Brand Decisions Basic Product Concepts -A product is a good‚ service‚ or idea -Tangible Attributes‚ you can touch it -Intangible Attributes‚ feeling you have from it -Product Classification -Consumer goods -Industrial goods Product Types -Buyer orientation -Amount of effort expended on purchase -Convenience-Gum @ a convenience store -Preference- You know what you like and what you want to get -Shopping -Specialty- anything
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four-step procedure for the initial screening process: 2. Choosing the Mode of Entry Decision Criteria for Mode of Entry: 3. Exporting Indirect Exporting Cooperative Exporting Direct Exporting Export management companies Piggyback Exporting Firms set up their own exporting department BENEFITS CAVEATS 4. LICENSING Appealing to small companies that lack resources Faster access to the market Rapid penetration of the global markets Other
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4 * 2.1 SWOT analysis…………………………………………………………………......4 * 2.2 PEST analysis………………………………………………….………………..…..7 3. The reasons of entering in Philippines………………………………………...10 4. Market entry modes selection……………………………………………….…..…12 * 4.1 Exporting……………………………………………………………………….........12 * 4.2 International Strategic Alliances…………………………………..……….13 * 4.3 FDI……………………………………………………………………………..……….…14 5. Conclusion ...........................................................................
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Case Study 1: A Golden Opportunity: Exporting Easy Flame Barbeques to Argentina? 1. Many export activities begin in this way; however‚ there are a number of issues Mariano has overlooked. Name five of these. 2. Mariano has chosen indirect export as his initial mode of entry-discuss the advantages of this compared to other possible entry modes Mariano might have chosen. 3. How might Austrade be able to help Mariano with his proposed international marketing venture? Identify the types of services
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INTERNATIONAL MARKETING STRATEGY An international marketing strategy involves developing and maintaining a strategic fit between the international company’s objectives‚ competencies‚ and resources and the challenges presented by its international market or markets (Terpstra‚ V. and Sarathy‚ R.‚ 1997). As such‚ the international strategic plan forges a link between the company’s resources and its international goals and objectives in a complex‚ continuously changing international environment. In
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INTERNATIONAL MARKETING PLAN PART B EXECUTIVE SUMMARY The Face Shop‚ the world-known brand is getting increasingly popular and experienced the success in many countries such Canada‚ U.S.A‚ China‚ and Japan‚ Korea‚ Singapore‚ Jordan‚ Thailand. To further expand the markets‚ The Face Shop sees massive opportunities in other emerging cosmetic markets such as Vietnam. To propose the market plan‚ we have analysed the environment of Vietnamese market in the political‚ legal‚ economic‚ geographical
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The comprehensive analysis of market entries to China for Holden \ Executive summary With more and more countries taking part in the international trade‚ the world’s market is expanding in a rapid pace. How to make use of the enlarging market and remain competitive become urgent for those participants. Market diversification is a good way to take full advantage of the resource and improve the efficiency by enlarging the business scope. In addition‚ it can also
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Master of Business Administration- MBA Semester 2 MB0046 –Marketing Management - 4 Credits (Book ID: B 1629) Assignment Set -1 (60 marks) Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions. Q1. Explain the stages in the new product development process. 10 marks (350-400 words) Many companies follow different types of new product development system. The standard new product development system is: Concept generation and market structure identification Advertising
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