1. +
Kotler
&
Keller:
Chapter
21
“What
Do
We
Consider?”
JOY
A.
VILLACORTA
5
February
2014

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. +
Foreign
preferences
Business
culture!
Legal
&
poli6cal
climate
Int’l
inexperience
Profit
poten6al
Customer
base
Market
independence
Service
to
migrants

4. +
Sales
subsidiaries
Independent
export
agents
No
export
ac+vi+es
Produc6on
facili6es

5. +
High
market
aTrac6veness
Low
market
risk
With
compe66ve
advantage
Based
on
product
&
geography,
income,
popula6on
&
poli6cal
climate

6. +
razil
ussia
ndia
hina
Indonesia
&
South
Africa
Based
on
int’l.
marke6ng
objec6ves
&
policies

7. +
Direct
Investment
Joint
Ventures
Licensing
Direct
expor6ng
Indirect
expor6ng
Commitment,
Risk,
Control
&
Profit
Poten6al

8. +

9. +

Uniform
everywhere

Market-­‐based

Cost-­‐based
Seller
Interna6onal
HQs
Channels
bet.
na6ons
Channels
w/in
na6ons
Final
buyers

10. +
Export
Department
Interna6onal
Division
Global
Organiza6on

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