Metodología para apertura en Paises Emergentes By Angel Bonet

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Metodología para apertura en Paises Emergentes.

Metodología para apertura en Paises Emergentes.

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  • 1. Metodología de selección y penetración en mercadosinternacionles
    ANGEL BONET
    Socio DaemonQuest
    http://bit.ly/boCg4V
    Madrid, 13 Octuber2010
    propuesta de success fee
    1
  • 2. DQ´smethod
    1
    2
    3
    Selection of key target markets
    Deep analysis of key markets
    Entrance strategy
    Target markets
    Market SWOT analysis
    Business Plan
    - 2 -
  • 3. The first step will consist in setting priorities among the different target countries
    For each country:
    Market sizing
    • Total income by sector: Audiovisual, Radio, Press, Education, Web
    • 4. Nature of income for each sector: advertising, subscribers, sales, royalties, etc.
    1
    2
    3
    Competition structure
    • Identification of key players
    • 5. Market shares
    • 6. Competitive situation: concentration and intensity
    Selection of Key target markets and segments
    Growth forecasts, Profitability
    • Past growth by sector
    • 7. Growth forecasts
    • 8. Average profitability
    Identify relevant trends & risks
    • Relevant trends for each sector: technology, economy, demographics, demand, etc.
    • 9. Major risks that might be considered: economy, politics, etc.
    - 3 -
  • 10. Competition
    Non-Customer-related Barriers to Entry
    Once identified key target markets, competition and business environment will be deeply analyzed
    1
    2
    3
    Key players positioning and differentiation
    Regulation, fiscal issues
    Key players´ core competencies (strengths and weaknesses) and resources
    Possible barriers to alliances or acquisitions
    Key players´ competitive advantages
    Possible economies of scale
    Key players´ financials
    Capital requirements
    Key players´ likely reaction to entry
    - 4 -
  • 11. Customer needs will be analyzed to ensure good fit with Prisa´s positioning and offer
    For key each country and each sector:
    Customer needs
    Drivers of purchase behavior
    Why do customers buy?
    Which product attributes are key?
    Gaps in Customer Needs
    What needs are not covered today?
    Threat of substitutes
    Which new products / services may gain significant share on current products?
    1
    2
    3
    Customers basic segmentation
    Customer-related
    Barriers to Entry
    Access to distribution channels
    In case of organic growth, can we get access to distribution channels (Press, Education)? At which cost?
    Switching costs
    Do customers face significant costs (financial costs, experience curve, etc) if they want to switch products / services (Education, TV)?
    Product differentiation
    Do current product / services present a high level of differentiation? In which way?
    Brand loyalty
    Brands Equity
    Are customers loyal to brands?
    Which brand are most valued?
    - 5 -
  • 15. SWOT analysis for each key country and sector in order to reach strategic decisions jointly
    For each key country and each sector:
    Competition and business environment
    STRENGTHS
    WEAKNESSES
    Joint strategic analysis of opportunities
    1
    2
    3
    Customer analysis
    OPPORTUNITIES
    THREATS
    Draft strategic scenarios
    - 6 -
  • 16. Based on identified opportunities, a map of strategic options will be designed
    Indonesia
    Iran
    Korea
    Mexico
    Pakistan

    1
    2
    3
    BU 1
    • Increase share in V-Me Media Inc.
    • 17. Acquisitions
    Alliances




    BU 2
    • Acquisitions
    • 18. Increase Distribution of x
    Increase x´s market share




    Illustrative
    BU 3
    • Acquisitions
    • 19. Centralization of advertising space sales
    Acquisitions




    BU 4
    No opportunity
    Launch Portuguese version of x




    BU 5
    Acquisitions
    Develop new ventures




    - 7 -
  • 20. The different methods of entry for each key country and sector will be evaluated with financial scenarios
    1
    2
    3
    SECTOR / IRAN - SCENARIO 1
    SECTOR / IRAN - SCENARIO 2
    SECTOR / IRANL - SCENARIO 3
    Illustrative
    Conjoint decision
    - 8 -
  • 21. A Strategic Roadmap is key to implementation
    3
    A Strategic Roadmap will be finally designed to ensure the correct implementation of strategic decisions, the coordination and involvement of the team and the milestones control.
    1
    2
    3
    Illustrative
    - 9 -
  • 22. GRACIAS
    w w w . d a e m o n q u e s t . c o m