This document discusses strategies for entering emerging markets. It covers selecting target markets, choosing an entry mode like exporting, licensing, franchising or joint ventures. Factors that influence the entry mode choice include market size, risk, regulations and cultural distance. The timing of entry and exit strategies are also addressed. Modes of entry involve tradeoffs between control and costs. Successful market entry requires thorough planning around these various strategic considerations.
Slide chapter 16 : Integrated Marketing Communications
and International Advertising - International Marketing 15th Philip R. Cateora, Mary C. Gilly, and John L. Graham
Global advertising, advertising all over the world, sales promotion in international market, international advertising, constraints to advertising campaigns
This PPT is designed with the objective of giving insights into marketing elements (Product, Price, Place & Promotion) in International Marketing, entry modes, and other related topics.
The other major topics discussed are mentioned below. This PPT is designed with simple words for the benefit of UG and PG students
International Marketing-Motives, Characteristic and advantages, Transitional stages in international Marketing,Management orientation in International Marketing
Global Marketing Information System, International Marketing research, International Marketing Entry Stages
Product Decisions, New Product Development, Geographic Expansions, Strategic Alternatives
International pricing Objectives and strategies, Transfer pricing, International Marketing Channel, Channel Terminology, Physical Distribution and Logistics, Global Advertising and Branding, Public Relation, Personel Selling, Sales Promotion , Direct Marketing, Trade Shows and Exhibitions
Slide chapter 16 : Integrated Marketing Communications
and International Advertising - International Marketing 15th Philip R. Cateora, Mary C. Gilly, and John L. Graham
Global advertising, advertising all over the world, sales promotion in international market, international advertising, constraints to advertising campaigns
This PPT is designed with the objective of giving insights into marketing elements (Product, Price, Place & Promotion) in International Marketing, entry modes, and other related topics.
The other major topics discussed are mentioned below. This PPT is designed with simple words for the benefit of UG and PG students
International Marketing-Motives, Characteristic and advantages, Transitional stages in international Marketing,Management orientation in International Marketing
Global Marketing Information System, International Marketing research, International Marketing Entry Stages
Product Decisions, New Product Development, Geographic Expansions, Strategic Alternatives
International pricing Objectives and strategies, Transfer pricing, International Marketing Channel, Channel Terminology, Physical Distribution and Logistics, Global Advertising and Branding, Public Relation, Personel Selling, Sales Promotion , Direct Marketing, Trade Shows and Exhibitions
Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
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Global firms plan, operate and coordinate their activities on a worldwide basis.The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
It operates in more than one country and captures R & D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.
This revision presentation provides an overview of the topic of emerging markets. It highlights some examples of how businesses have pursued a growth strategy in emerging markets and also how developed economies have seen investment coming in the opposite direction. A brief overview of the methods and benefits/drawbacks of international expansion is also provided.
Slide chapter 1 : The Scope and Challenge of
International Marketing - International Marketing 15th Philip R. Cateora, Mary C. Gilly, and John L. Graham.
bal market place
Agenda 1. Looking at the Global Marketing Environment 2. Deciding Whether to Go Global:- 3. Deciding Which Markets to Enter 5. Deciding on the Global Marketing Organization 4. Deciding How to Enter the Market 4
5. Looking at the Global Marketing Environment • Before deciding whether to operate internationally, a company must understand the international marketing environment.
International Marketing explores the history of trade and marketing between countries. In the year 1970, with the onset of progressive trade liberalization there was a tremendous expansion of the world trade. An organization’s way of marketing in a given country is termed “International marketing”. This comes into play when an organization is part of or associated with an enterprise which also operates in other countries and there is some degree of influence or control of the organization’s marketing activities from outside the country in which it sells and or produces.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Method of exporting affects international channel. Exporting can be done in two ways namely direct exporting and indirect exporting. Important foreign intermediaries in the export business include importers, retailers, distributors, wholesalers, government departments, joint ventures and licenses.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
This slideshare network of RECONNECT will provide all the presentation related to case studies, project presentations, educational, motivational slides & much more.
Follow Reconnect on slide share.
Official fb page: facebook.com/reconnectt
Official fb group: facebook.com/groups/reconnecting.tech/
Rights are reserved for this presentation. Please inbox 1st to get permission to use this
Global firms plan, operate and coordinate their activities on a worldwide basis.The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
It operates in more than one country and captures R & D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.
This revision presentation provides an overview of the topic of emerging markets. It highlights some examples of how businesses have pursued a growth strategy in emerging markets and also how developed economies have seen investment coming in the opposite direction. A brief overview of the methods and benefits/drawbacks of international expansion is also provided.
Slide chapter 1 : The Scope and Challenge of
International Marketing - International Marketing 15th Philip R. Cateora, Mary C. Gilly, and John L. Graham.
bal market place
Agenda 1. Looking at the Global Marketing Environment 2. Deciding Whether to Go Global:- 3. Deciding Which Markets to Enter 5. Deciding on the Global Marketing Organization 4. Deciding How to Enter the Market 4
5. Looking at the Global Marketing Environment • Before deciding whether to operate internationally, a company must understand the international marketing environment.
International Marketing explores the history of trade and marketing between countries. In the year 1970, with the onset of progressive trade liberalization there was a tremendous expansion of the world trade. An organization’s way of marketing in a given country is termed “International marketing”. This comes into play when an organization is part of or associated with an enterprise which also operates in other countries and there is some degree of influence or control of the organization’s marketing activities from outside the country in which it sells and or produces.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Method of exporting affects international channel. Exporting can be done in two ways namely direct exporting and indirect exporting. Important foreign intermediaries in the export business include importers, retailers, distributors, wholesalers, government departments, joint ventures and licenses.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
MGT 3446International Business and ManagementSelectingDioneWang844
MGT 3446
International Business and Management
Selecting the Entry Mode
Francesca Grippa
Outline
• Which markets to enter (Where)
• When to enter – Timing (When)
• Which entry mode to use (How)
– exporting
– licensing or franchising
– establishing a joint venture
– establishing a new subsidiary
– acquiring an established enterprise
Where?
Nation Profit Potential (in the long term) = f(….)…
• Economic incentives
• Political stability
• Wealth and market size (Economies of scale)
• Living standards
• Free market approach (government attitude and history)
Timing of Entry
First mover advantages
– Establishing a strong brand name (e.g., VHS)
– Leveraging economies of scale and gain a cost
advantage over latecomers
– Creating switching costs (for customers, distributors
and suppliers)
Timing of Entry
First mover disadvantages
Pioneering costs to learn the new “rules of the game”:
• the costs of business failure if the firm makes
mistakes, due to its ignorance of the foreign
environment
• the costs of promoting and establishing a product
offering
• the cost of educating customers
KFC educated Chinese to fast food and McDonald’s capitalized
on that!
Scale of Entry
Large Scale Investment (e.g. ING in US in 2000):
• signals a strategic commitment to the market, to
competitors, suppliers, government (“we will remain
for the long run”)
• difficult to reverse and less resources to invest in
other countries (opportunity cost)
Small Scale Investment:
• A firm can collect info and learn about the foreign
market (good if there is no pressure from competitors)
• A firm learns through hands-on experience in host
countries, but this might prevent from capturing first
mover advantages
Is there a right or wrong
way to enter foreign markets?
Six Entry Modes (1 of 2)
1. Exporting
2. Turnkey
projects
3. Licensing
The contractor handles all details of the
project for a foreign client, including
training personnel
It is the first entry mode for many
manufacturing firms (later, firms may
switch to another mode)
Granting the rights to intangible
property to a foreign company for a
specified time period, and in return,
receives a royalty fee
Six Entry Modes (2 of 2)
4. Franchising
5. Joint ventures
6. Wholly owned
subsidiary
a specialized form of licensing in which the
franchisor not only sells intangible property to
the franchisee, but also insists that the
franchisee agree to abide by strict rules as to
how it does business (service firms)
a firm that is jointly owned by two or more
otherwise independent firms
most JVs are 50:50 partnerships
a firm owns 100 % of the stock
- set up a new operation
- M&A
How to enter a foreign market? A Decision Model
Source: Adapted from Y. Pan & D.
Tse, 2000, The hierarchical model
of market entry modes (p. 538),
Journal of International Business
Studies, 31, pp.535–554.
Entry
Mode Advantages Disadvantages
Exporting Abilit ...
Going international is risky. Selecting the adapted foreign market-entry mode may balance those risks. It is therefore a key success factor for SMEs international business development. Some tips to select the right market-entry mode.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
3. Introduction
3
The need for a solid market entry decision is an integral
part of a global market entry strategy.
Entry decisions will heavily influence the firm’s other
marketing-mix decisions.
Global marketers have to make a multitude of decisions
regarding the entry mode which may include:
(1) the target product/market
(2) the goals of the target markets
(3) the mode of entry
(4) The time of entry
(5) A marketing-mix plan
(6) A control system to check the performance in the entered
markets
4. 1. Selecting the Target Market
4
A crucial step in developing a global
expansion strategy is the selection of potential
target markets (see Exhibit 9-1 for the entry
decision process).
A four-step procedure for the initial screening
process:
1. Select indicators and collect data
2. Determine importance of country indicators
3. Rate the countries in the pool on each
indicator
4. Compute overall score for each country
5. 1. Selecting the Target Market
Chapter 9Copyright (c) 2007 John Wiley & Sons, Inc.5
6. 2. Choosing the Mode of Entry
.6
Decision Criteria for Mode of Entry:
Market Size and Growth
Risk
Government Regulations
Competitive Environment/Cultural Distance
Local Infrastructure
9. 2. Choosing the Mode of Entry
9
Classification of Markets:
Platform Countries (Singapore & Hong
Kong)
Emerging Countries (Vietnam & the
Philippines)
Growth Countries (China & India)
Maturing and established countries
(examples: South Korea, Taiwan & Japan)
Company Objectives
Need for Control
Internal Resources, Assets and Capabilities
Flexibility
10. 2. Choosing the Mode of Entry
10
Mode of Entry Choice: A Transaction Cost
Explanation
Regarding entry modes, companies normally face a
tradeoff between the benefits of increased control
and the costs of resource commitment and risk.
Transaction Cost Analysis (TCA) perspective
Transaction-Specific Assets (assets valuable for a
very narrow range of applications)
11. 3. Exporting
11
Indirect Exporting
Export merchants
Export agents
Export management companies (EMC)
Cooperative Exporting
Piggyback Exporting (Piggyback is a form of distribution
in foreign markets in which a SME company (the “rider”),
deals with a larger company (the “carrier”) which already
operates in certain foreign markets and is willing to act
on behalf of the rider that whishes to export to those
markets.)
Direct Exporting
Firms set up their own exporting departments
12. 4. Licensing
12
Licensor and the licensee
Benefits:
Appealing to small companies that lack resources
Faster access to the market
Rapid penetration of the global markets
Caveats:
Other entry mode choices may be affected
Licensee may not be committed
Lack of enthusiasm on the part of a licensee
Biggest danger is the risk of opportunism
Licensee may become a future competitor
13. 5. Franchising
13
Franchisor and the
franchisee
Master franchising
Benefits:
Overseas expansion with
a minimum investment
Franchisees’ profits tied
to their efforts
Availability of local
franchisees’ knowledge
Caveats:
– Revenues may not be adequate
– Availability of a master franchisee
– Limited franchising opportunities
overseas
– Lack of control over the
franchisees’ operations
– Problem in performance
standards
– Cultural problems
– Physical proximity
14. 6. Contract Manufacturing (Outsourcing)
14
Benefits:
Labor cost advantages
Savings via taxation, lower energy costs, raw materials,
and overheads
Lower political and economic risk
Quicker access to markets
Caveats:
Contract manufacturer may become a future competitor
Lower productivity standards
Backlash from the company’s home-market employees
regarding HR and labor issues
Issues of quality and production standards
15. 6. Contract Manufacturing (Outsourcing)
15
Qualities of an ideal subcontractor:
Flexible/geared toward just-in-time delivery
Able to meet quality standards
Solid financial footings
Able to integrate with company’s business
Must have contingency plans
16. 7. Expanding through Joint Ventures
16
Cooperative joint venture
Equity joint venture
Benefits:
Higher rate of return and more control over the
operations
Creation of synergy
Sharing of resources
Access to distribution network
Contact with local suppliers and government
officials
17. 7. Expanding through Joint Ventures
17
Caveats:
Lack of control
Lack of trust
Conflicts arising over matters such as strategies,
resource allocation, transfer pricing, ownership of
critical assets like technologies and brand names
18. 7. Expanding through Joint Ventures
.18
Drivers Behind Successful International Joint Ventures :
Pick the right partner
Establish clear objectives from the beginning
Bridge cultural gaps
Gain top managerial commitment and respect
Use incremental approach
Create a launch team during the launch phase:
(1) Build and maintain strategic alignment
(2) Create a governance system
(3) Manage the economic interdependencies
(4) Build the organization for the joint venture
19. 8. Entering New Markets through Wholly
Owned Subsidiaries
19
Acquisitions
Greenfield Operations (A green field
investment is a form of foreign direct
investment where a parent company starts a
new venture in a foreign country by
constructing new operational facilities from the
ground up. Eg. Coca-cola, Starbucks)
Benefits:
Greater control and higher profits
Strong commitment to the local market on the part
of companies
Allows the investor to manage and control
marketing, production, and sourcing decisions
20. 8. Entering New Markets through Wholly
Owned Subsidiaries
.20
Caveats:
Risks of full ownership
Developing a foreign presence without the support of a
third part
Risk of nationalization
Issues of cultural and economic sovereignty of the host
country
21. 8. Entering New Markets through Wholly
Owned Subsidiaries
.21
Acquisitions and Mergers
Quick access to the local market
Good way to get access to the local brands
Greenfield Operations
Offer the company more flexibility than acquisitions
in the areas of human resources, suppliers,
logistics, plant layout, and manufacturing
technology.
22. 9. Creating Strategic Alliances
22
Types of Strategic Alliances
Simple licensing agreements between two partners
Market-based alliances
Operations and logistics alliances
Operations-based alliances
25. 9. Creating Strategic Alliances
25
Cross-Border Alliances that Succeed:
Alliances between strong and weak partners
seldom work.
Autonomy and flexibility
Equal ownership
26. 10. Timing of Entry
26
International market entry decisions should
also cover the following timing-of-entry issues:
When should the firm enter a foreign market?
Other important factors include: level of
international experience, firm size
Also, the broader the scope of products and
services
Mode of entry issues, market knowledge, various
economic attractiveness variables, etc.
28. 11. Exit Strategies
.28
Risks of exit:
Fixed costs of exit
Disposition of assets
Signal to other markets
Long-term opportunities
Guidelines:
Contemplate and assess all options to salvage the
foreign business
Incremental exit
Migrate customers