Business Internationalisation Bizcamp September 2009

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Internationalization and New Market Entry Strategies

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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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