This document discusses various ways for companies to enter foreign markets, including direct exports, indirect exporting through agents or distributors, licensing, joint ventures, and direct investment through acquiring part or all of a local company. It provides examples of how KFC and NIIT have successfully entered foreign markets by tailoring their offerings to local tastes and using franchising models.

1. TAPPING INTO
GLOBAL MARKETS
WHAT ARE MAJOR WAYS OF
ENTERING A FOREIGN
MARKET?

3. DIRECT EXPORTS
DOMESTIC BASED
EXPORT
DEPARTMENT
OVERSEAS SALES
BRANCH
TRAVELING
EXPORT SALES
REPRESENTATIVES
FOREIGN-BASED
DISTRIBUTORS
DIRECT
EXPORT

4. INDIRECT EXPORTING
DOMESTIC
BASED EXPORT
MERCHANTS
DOMESTIC
BASED EXPORT
AGENTS
COOPERATIVE
ORGANIZATIONS
EXPORT
MANAGEMENT
COMPANIES
INDIRECT
EXPORTING

5. LICENSING
MANAGEMENT
CONTRACTS
CONTRACT
MANUFACTURING
FRANCHISING

6. JOINT VENTURES

7. DIRECT INVESTMENT:PROS
COMPANY BUYS FULL OR PART SHARE IN A LOCAL COMPANY
CHEAPER LABOR AND RAW
MATERIAL
COMPANY ABLE TO ADAPT TO
LOCAL ENVIRONMENT
ABSOLUTE CONTROL OVER
INVESTMENT

8. DIRECT INVESTMENT:CONS
COMPANY BUYS FULL OR PART SHARE IN A LOCAL COMPANY
MORE RISKS ARE INVOLVED
MARKETS CAN GET WORSENED
CURRENCY DEVALUATED

9. KFC :A STORY !!
• TO BUILD TRUST IN THE BRAND KFC
DEPICTED COLONEL SANDERS’S BEGINNINGS
IN KENTUCKY TO CONVEY SOUTHERN
HOSPITALITY,OLD US TRADITION OF HOME
COOKED FOOD
•IN CHINA KFC HAS TAILORED ITS MENU TO
SUIT LOCAL TASTES WITH ITEMS SUCH AS
DRAGON TWISTER ,PENTUCKY DUCK
SAUCE AMOG OTHERS

10. NIIT : A STORY !!
NIIT FOLLOWS THE FRANCHISING MODEL FOR
ITS IT EDUCATION BUSINESS ,PROVIDING
TRAINING,SYSTEMS SUPPORT AND
MARKETING
NIIT HAS BEEN CONFERRED THE TOP IT
TRAINING COMPANY AWARD FOR THE PAST
19 YEARS BY DATAQUEST

11. CREDITS
ALL THE IMAGES USED IN
THE PRESENTATION ARE
TAKEN FROM GOOGLE
IMAGE SEARCH.

12. DISCLAIMER
THIS PRESENTATION IS
CREATED BY ANURAG VIJ
DURING AN INTERNSHIP
UNDER MR SAMEER MATHUR
PROFFESSOR MARKETING IIM
LUCKNOW