Chapter 21 - Tapping into Global Markets

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Chapter 21 - Tapping into Global Markets

  1. 1. +   Kotler  &  Keller:  Chapter  21   “What  Do  We  Consider?”   JOY  A.  VILLACORTA   5  February  2014  
  2. 2. + 1.    Whether  to  go  abroad   2.    Which  markets  to  enter   3.    How  to  enter  the  market   4.    What  marke6ng  program  to  adapt   5.    What  marke6ng  organiza6on  to  set  up  
  3. 3. + Foreign  preferences   Business  culture! Legal  &  poli6cal  climate   Int’l  inexperience   Profit  poten6al   Customer  base   Market  independence   Service  to  migrants  
  4. 4. + Sales   subsidiaries   Independent   export  agents   No  export   ac+vi+es   Produc6on   facili6es  
  5. 5. + High  market   aTrac6veness   Low  market  risk   With  compe66ve   advantage   Based  on  product  &  geography,   income,  popula6on  &  poli6cal  climate  
  6. 6. + razil   ussia   ndia   hina   Indonesia  &     South  Africa   Based  on  int’l.  marke6ng   objec6ves  &  policies  
  7. 7. + Direct  Investment   Joint  Ventures   Licensing   Direct   expor6ng   Indirect   expor6ng   Commitment,   Risk,  Control     &  Profit   Poten6al  
  8. 8. +
  9. 9. +   Uniform   everywhere     Market-­‐based     Cost-­‐based   Seller   Interna6onal  HQs   Channels  bet.  na6ons   Channels  w/in  na6ons   Final  buyers  
  10. 10. + Export  Department   Interna6onal  Division   Global  Organiza6on  
  11. 11. +   “Tapping  into   GLOBAL   MARKETS   …  is  not  for   everyone.”   KEY  DECISIONS   1.    Whether  to  go  abroad   2.    Which  markets  to  enter   3.    How  to  enter   4.    What  marke6ng   program  to  adapt   5.    What  marke6ng   organiza6on  to  set  up   JOY  A.  VILLACORTA   5  February  2014  

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