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Global Retailing Market Entry Strategy Framework: Culturally Close, Organic, Chain Acquisition

Explore the different market entry strategies for global retailers, including culturally close organic growth, chain acquisition, franchise, and joint venture. Understand the challenges and opportunities involved in entering culturally distant markets.

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Global Retailing Market Entry Strategy Framework: Culturally Close, Organic, Chain Acquisition

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  1. Marketing Channel Alternatives: Consumer Products M W R M M M M M MSF Agents or Brokers MSF MSF Door to door Internet, mail order, interactive TV Manufacturer-owned stores W W Consignment to part-time salespersons House party R R R R Customers M=Manufacturer W=Wholesaler MSF=Manufacturer’s sales force R=Retailer

  2. Top 25 Global Retailers (1999 sales; $ millions)

  3. Global Retailing Categories Fewer Categories Benetton, IKEA (A) Toys “R” Us (C) Manufacturer brands focus Own-label focus Marks & Spencer (B) Carrefour (D) Many Categories

  4. Global Retailing Market Entry Strategy Framework Culturally Close Organic (D) Chain Acquisition (A) Easy to enter Difficult to enter Franchise (C) Joint Venture (B) Culturally Distant

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