0
Business
 Internationalization
UNA COLEMAN – MARKETING & STRATEGY SPECIALIST
A BIT ABOUT
     ME
                   START-UPs

                 INTERNATIONAL

              MARKETING - STRATEGY
     ...
Ingredients   • A USP- Differentiator
for success   • Focus – dedication and hard
                work
              • Man...
• Timing – bad luck!
Failure   • Under funded: spending
            money to raise money
          • Product insufficientl...
Models to
internationalis   Born Global
     ation
                  • Early and rapid
                    internationalis...
Developing an
international   • Organic growth
  business      • Export what you do well in
                  Ireland
    ...
Which
markets to   Psychic Distance
 choose?
             Market Potential

             Investment requirement:
         ...
• Market potential evaluation
Entering new    • Costs – pricing - profit margins –
markets check     currency exposure
   ...
Routes to   • Direct – from your home
 Market       territory
            • Local sales office
            • Establish sub...
World class    • Technology Partners
alliances and    • solution compatibility
   partners      • Software vendors


     ...
World class
alliances and
   partners
World class
alliances and
   partners
Channel
  Partner    • Commitment - investment
Management
             • Continual training and support
               (ma...
• LANGUAGE
Marketing




            • LOCALISATION
LANGUAGE   Common Sense Advisory survey of
 MATTERS    consumer global buying
            preferences 2,430 people
       ...
LANGUAGE
           All successful businesses are local –
 MATTERS
           they speak the “local” language.

          ...
LANGUAGE
           Willie Brandt in the 1950s
 MATTERS
           "If I am selling to you, I speak your
           langua...
• Sales and Marketing

THE IMPACT OF   • HR and Training
 LANGUAGE &
  CULTURE
                • Operations

             ...
International
 Marketing
  Strategies          • Success, is based on an innovative
                        product AND
  ...
International
 Marketing
  Strategies    • Knowledge

                • Networking

                • Exposure

          ...
Search engine   • In China Baidu is by far the
  marketing       largest search engine.

                • Market share Ba...
Know Local
             Irish Data Protection commissioner
  Data
             signed into law on 9 Dec 08, that now
Prote...
Know Local
  Data       • France - dedicated agency CNIL -
Protection     Commission nationale de
  Rules        l'informa...
The German Data Protection Law has been
                  revised. It now calls for opt-in for marketing by
              ...
Legal
requirements:
                Company must display on website, email,
  websites &    company letters etc :
   email...
Social
Networking   • Blogs
 Platforms
             • Twitter

             • Linkedin

             • Facebook

         ...
Why Social   • Cost effective way of building
Networking?     brand and name awareness
              • Individuals want th...
Inbound vs
  outbound
 marketing



Outbound

INTERRUPTION
Blog
                    SEO       Social
Inbound vs
                              Media
 outbound
marketing


           ...
Leverage     • Enterprise Ireland
   existing
knowledge and
 information    • Dublin BIC – Channel Partner
               ...
http://www.enterprise-ireland.com/firstflight
EI:
Preparing
to Export:
Guide to
the UK’
Thank you

 UNA COLEMAN – MARKETING SPECIALIST

         Codegaconsulting
              www.codegaconsulting.com

        ...
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
Business Internationalisation   Bizcamp September 2009
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Business Internationalisation Bizcamp September 2009

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Internationalization and New Market Entry Strategies

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Transcript of "Business Internationalisation Bizcamp September 2009"

  1. 1. Business Internationalization UNA COLEMAN – MARKETING & STRATEGY SPECIALIST
  2. 2. A BIT ABOUT ME START-UPs INTERNATIONAL MARKETING - STRATEGY OPERATIONS
  3. 3. Ingredients • A USP- Differentiator for success • Focus – dedication and hard work • Management Competence and complimentary skills • Think as a global company – act as a local business • Luck – right place, right time • A network
  4. 4. • Timing – bad luck! Failure • Under funded: spending money to raise money • Product insufficiently developed • Messaging not gaining traction with prospects
  5. 5. Models to internationalis Born Global ation • Early and rapid internationalisation strategies • Build global from the start
  6. 6. Developing an international • Organic growth business • Export what you do well in Ireland • Follow- leverage any home/ international clients • Concentrate on key territories – build a profile • Acquisition
  7. 7. Which markets to Psychic Distance choose? Market Potential Investment requirement: finance & people
  8. 8. • Market potential evaluation Entering new • Costs – pricing - profit margins – markets check currency exposure list • Local markets knowledge & expertise • Tax • Legal • Sales / Distribution - Routes to Market • Supply chain/fulfilment • Marketing • Online presence • Localisation
  9. 9. Routes to • Direct – from your home Market territory • Local sales office • Establish subsidiary • Commission only sales agent to sell in overseas market • Channel Partner • Enter a Joint Venture
  10. 10. World class • Technology Partners alliances and • solution compatibility partners • Software vendors • Strategic Partners • Allfinanz – MunichRe • Channel Partners • Providing value added services • Systems integrators
  11. 11. World class alliances and partners
  12. 12. World class alliances and partners
  13. 13. Channel Partner • Commitment - investment Management • Continual training and support (marketing – trade shows, events) • It is easier to recruit CPs when you have reference clients in their respective markets. • Dublin BIC support
  14. 14. • LANGUAGE Marketing • LOCALISATION
  15. 15. LANGUAGE Common Sense Advisory survey of MATTERS consumer global buying preferences 2,430 people surveyed: • 60% prefer having information in their own language. • In Europe, 23% of the respondents “strongly agree” that they only buy at websites presented in their own language.
  16. 16. LANGUAGE All successful businesses are local – MATTERS they speak the “local” language. If you are selling within the EU, that is 200 million people, then your prospects for success are higher if you “position” yourself as a “local” player. Ethiad sponsors GAA – the “local” airline!
  17. 17. LANGUAGE Willie Brandt in the 1950s MATTERS "If I am selling to you, I speak your language. If I am buying, dann müssen Sie Deutsch sprechen"
  18. 18. • Sales and Marketing THE IMPACT OF • HR and Training LANGUAGE & CULTURE • Operations • Product Development
  19. 19. International Marketing Strategies • Success, is based on an innovative product AND • being able to market the differentiation of the product. • A slow process “If you want to create • Steep learning curve demand, you • Requires a lot of work to educate have to talk to the the distributors and support them. marketing • Time and effort. people.”
  20. 20. International Marketing Strategies • Knowledge • Networking • Exposure • Credibility
  21. 21. Search engine • In China Baidu is by far the marketing largest search engine. • Market share Baidu: 65%-75% vs • Market share Google: 21%- 22%
  22. 22. Know Local Irish Data Protection commissioner Data signed into law on 9 Dec 08, that now Protection makes sending unsolicited Rules communications an indictable offence. Minimum fine of €5,000 and can reach €250,000 or 10% of turnover. Individuals can be fined up to €50,000. The onus of establishing that the subscriber consented will lie on the defendant.
  23. 23. Know Local Data • France - dedicated agency CNIL - Protection Commission nationale de Rules l'informatique et des libertés http://www.cnil.fr/ • FB page: http://www.facebook.com/pages/ Paris- France/CNIL/104754200051 • Twitter: http://twitter.com/Cnil
  24. 24. The German Data Protection Law has been revised. It now calls for opt-in for marketing by any media, however, there are important exceptions, including no opt-in if the source of Know Local Data the address appears on the marketing material. Protection / The new law (effectve September 2009) will Marketing Rules make list broking more difficult, particularly because it is very unclear in parts. Exceptions from the "opt-in" obligation apply in the following cases: for business-to-business marketing; for the marketing of a company's own products to existing customers; using data from public directories (phone book, etc.) to market a company's own products: etc
  25. 25. Legal requirements: Company must display on website, email, websites & company letters etc : emails • name and legal form of company • place of registration of company and registration number • address of registered office • winding up of company (if applicable)
  26. 26. Social Networking • Blogs Platforms • Twitter • Linkedin • Facebook • YouTube
  27. 27. Why Social • Cost effective way of building Networking? brand and name awareness • Individuals want their say • Data protection issues around outbound marketing • The ease with which people can switch off – inbound vs outbound marketing
  28. 28. Inbound vs outbound marketing Outbound INTERRUPTION
  29. 29. Blog SEO Social Inbound vs Media outbound marketing Content Inbound PERMISSION
  30. 30. Leverage • Enterprise Ireland existing knowledge and information • Dublin BIC – Channel Partner Model • Case Studies • Learn from your competitors
  31. 31. http://www.enterprise-ireland.com/firstflight EI: Preparing to Export: Guide to the UK’
  32. 32. Thank you UNA COLEMAN – MARKETING SPECIALIST Codegaconsulting www.codegaconsulting.com Tel: +353 (0) 1 2966048 Mob: +353 (0)86 8186903 Skype: unacoleman Twitter: unacoleman http://www.linkedin.com/in/outsourcedmarketingsolutions una.coleman@codegaconsulting.com
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