1 / 8

INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 6: ALTERNATIVE MODES OF MARKET ENTRY. 1. EXTERNAL. INTERNAL. Management Objectives Commitment Risk Management. Country Characteristics Market size and growth Political and Economic environment Market infrastructure.

quintina
Télécharger la présentation

INTERNATIONAL MARKETING MANAGEMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 6: ALTERNATIVE MODES OF MARKET ENTRY 1

  2. EXTERNAL INTERNAL • Management Objectives • Commitment • Risk Management • Country Characteristics • Market size and growth • Political and Economic environment • Market infrastructure • Country Selection Strategy • Speed • Sequencing Mode of Entry Strategy • Trade Barriers and Government Regulations • Direct trade barriers • Indirect trade barriers Product Characteristics 2

  3. MODES OF OPERATION Indirect Exports (via agents) Co-operative Export (shared) EXPORT Direct Export (own sales org.) Licensing - Franchising Contract Manufacturing Agreements CONTRACTUAL Joint Venture/Strategic Alliance Acquisition WHOLLY-OWNED SUBSIDIARIES Greenfield 3

  4. EVALUATING MODES OF OPERATION • Based On: • Resource Requirements • Financial • Managerial • Control Over Operations • Contact With End Market • Flexibility • Ability to reallocate resources • Commitment to other organizations 4

  5. EXPORTING 5

  6. CONTRACTUAL AGREEMENTS 6

  7. WHOLLY-OWNED SUBSIDIARIES 7

  8. SUMMARY • Importance of fit with long-run international expansion strategy • Evaluate mode of operation based on controlcontact with end-market, and flexibility (as well as cost) • Implications can be long-lasting and lock firm in 8

More Related