GlobMark2
2nd part International Market Entry
2nd part International Market Entry
4 Ps of the international Marketing mix
- place
- product
- price
- promotion
Name at least 4 piont for the Market Attractiveness?
- Size of Market
- Growth of market
- Customer Structure
- Customer Ability to buy
- Price Situation
- Potential Pratners
- Intensity of competition
- Our competitive positioning
Name the 4 sectors in the Market Attractiveness / Market Risk Matrix
Name at least 4 market risks
- Political Stability
- Stability of exchange rate
- transfer risk
- Operating formalities
- Risk of Expropration
- Intercultural Risk
- Internal Risks
Name the three steps of a market entry!
- Prioritaze countries based on market attractiveness and market risks
- Define Business Plan for attractive countries to prepare final decision
- Define type of market entry
Name the six mainpoints of a Business Plan
- Analysis
- SWOT
- Market Entry Strategy
- Marketing Mix
- Business Case
- Proposal / Action plan
Name at least 3 of the six points of the Analysis of the Business Plan
- Enviroment
- Cultural Challanges
- Competition
- Company analysis
- Customers
- Quantitativ Analysis
Draw the Matrix of the SWOT analysis
What are the two points of a Market Entry Strategy
- Market segments and customers
- Positioning
Which are the four types of a market entry
Name the the Axis of the market entry diagram. What does it mean if we go in one side of the axis
- Capital
- Management
On one side is the Capital/Mgmt is in the country of origin and on the other side it is in the host county
Name the two types of export
- indirect
- direct
What is a joint venture
- foundation of a new trans-national joint venture company
- the partner remain legally and economically independent companies
- Joint management and risk sharing
- Swiss partners with technological/Product know-how
- Partner in target country with market know-now
What is a Subsidiary company
- Legally independent company in the target country
- Example: Subsidiaries of many Swiss companies in the US market
- First step can be a Sales Office in target country with own people but not incorporated
What does Brownfield and Greenflield mean in context of the subsidiary company
Brownfield: When a company purchases an existing production facility to launch a new acitity in a tarket country
Greenfield: start up from scratch of own busines in target country
Which are the Advatages and disadvantages of indirect export
Advantages:
- very low marketing expenditure
Disadvantages:
- no customer contact
- no market know how gained
Which are the advantages and disadvantages of direct export
Advantages:
- direct customer contact
- free use of the marketing tools
Disadvantages:
- high traveling expenses
- acceptance uncertain
- lack of market knowledge
- costs and control of representatives
Which are the advantages and disadvantages of granting of a licence
Advantages:
- high acceptance probabillity owning to the local partner
- No problems arising from export and import (taxes, duties, time lag, ..)
Disadavtages:
- Know-how is transferred to the partner
- Licensee can become competitor
Which are the advantages and disadvantages of a joint venture
Advantages:
- Market presence and direct customer contact owing to JV partner in ther host country
Disadvantages:
- Depandency on the local partner
- Partner gets an insight intothe know-how
- lack of control due to partner influence in management
Which are the advantages and disadvantages of a subsidary company
Advantages:
- Market presence and direct customer contact
- Quality assurance of the offerd products / services
Disadvatages:
- Capital commitment high
- Working relationship with local emplyees can be a challenge
Standardisation - Localisation of marketing regarding the 4 Ps: Bring the 4 Ps in the right order
how does the diagram of the feintool international dirstribution system look like?
How can we improve the qualitiy of the distribution partner
Trough professionalization of the distribution partner
- Transfer of technical know-how
- detailed knowledge of products
- knowledge of prices and conditions
- knowledge of customer needs
- konowledge of competitive advantages
- Transfer of sales know-how
- use of marketing instruments
- sales know-how
- building relations ot decision makers
- negotiation competency
How can we improve the quantity of the distribution parter
Trough mobilization of the dirstribution partner
- Finacial incentives (Anreize)
- discount system
- commission system
- bonus system
- financing offers
- Support measures
- inventive programs
- joint presence at fair trades
- joint customer visits
- good tecnical support
Beyond you see a table. How is the commission calculated?
Product Commission * Activities Performed = 7% * 75% = 5.25%
Name at least 3 examples which are weak connected to culture (and therefore with a high standardisation potential)
- Computers (hard/software)
- Airline companies
- Photographic equipmentsHigh-tech
- Heavy equipments/machines
- Tools
- Consumer electronics
- Durable household goods
- Hardware/ironware
Name at least 3 examples which are strong connected to culture (and therefore with a low standardisation potential)
- Publications
- Food products
- Sweets/confectionary
- Textiles
- Furniture
Define three layers of product!
- Core product
- keep standardized!
- Formal product
- Fellow the laws of the export country
- Extended product
- Use extended product to define USP (unique selling propositoin) in export country
Which two forms of pricing exists? Which question is asked in this form?
- Inside-Out / Cost-based
- What is the price to be achieved on the basis of the costs in the target country?
- Outside-in / Value-based
- Which price can be realized in the target country due to the demand and competition?
Form of pricing: Inside-out
Bring these terms in the right order: Costs, Customers, Price, Product, Value
Product -> Costs -> Price -> Value -> Customers
Form of pricing: Outside-in
Bring these terms in the right order: Costs, Customers, Price, Product, Value
Customers -> Value -> Price -> Costs -> Product
Which additional costs are involved when selling products to export markets?
- Translation / Special packaging rueles, certificates
- Transport
- Duties
- Fees to distribution partners
How can we get the price with the outside-in form?
- make a price study supported by consultant
- visit local trade fairs
- visit potential customers
Complete this sentence: The smaller your company, the more dependend on
Describe the difference between push marketing and pull marketing
In the push marketing der is distribution partner and in the pull marketing you try to sell your product directly to the customer
Which are the Objecitve and Activities in push marketing?
Objecctive: Distribution partner sells products proactively
Activites: Professionalization and mobilization of distribution partner
Which are the Objecitve and Activities in pull marketing?
Objective: Customers seek products actively from distribution partner
Activaties: Using promotional tools directed towards customers
Which communication barriers exist in promotion? Name at least 3 (out of 6)
- Language differences
- Government regulations
- Media availiability
- Economic differences
- Tastes and attitudes
- Buying process
What is meant by a Umbrella Campaign?
A middle ground between 100% standardization and 100% adaptation (example: centraly defined: Corporate Identity: Logo ,slogen, "look and feel"; Locally defined: Pictures and text)
-
- 1 / 39
-
Cartes-fiches
4 Ps of the international Marketing mix
- place
- product
- price
- promotion
Name at least 4 piont for the Market Attractiveness?
- Size of Market
- Growth of market
- Customer Structure
- Customer Ability to buy
- Price Situation
- Potential Pratners
- Intensity of competition
- Our competitive positioning
Name the 4 sectors in the Market Attractiveness / Market Risk Matrix
Name at least 4 market risks
- Political Stability
- Stability of exchange rate
- transfer risk
- Operating formalities
- Risk of Expropration
- Intercultural Risk
- Internal Risks
Name the three steps of a market entry!
- Prioritaze countries based on market attractiveness and market risks
- Define Business Plan for attractive countries to prepare final decision
- Define type of market entry
Name the six mainpoints of a Business Plan
- Analysis
- SWOT
- Market Entry Strategy
- Marketing Mix
- Business Case
- Proposal / Action plan
Name at least 3 of the six points of the Analysis of the Business Plan
- Enviroment
- Cultural Challanges
- Competition
- Company analysis
- Customers
- Quantitativ Analysis
Draw the Matrix of the SWOT analysis
What are the two points of a Market Entry Strategy
- Market segments and customers
- Positioning
Which are the four types of a market entry
Name the the Axis of the market entry diagram. What does it mean if we go in one side of the axis
- Capital
- Management
On one side is the Capital/Mgmt is in the country of origin and on the other side it is in the host county
Name the two types of export
- indirect
- direct
What is a joint venture
- foundation of a new trans-national joint venture company
- the partner remain legally and economically independent companies
- Joint management and risk sharing
- Swiss partners with technological/Product know-how
- Partner in target country with market know-now
What is a Subsidiary company
- Legally independent company in the target country
- Example: Subsidiaries of many Swiss companies in the US market
- First step can be a Sales Office in target country with own people but not incorporated
What does Brownfield and Greenflield mean in context of the subsidiary company
Brownfield: When a company purchases an existing production facility to launch a new acitity in a tarket country
Greenfield: start up from scratch of own busines in target country
Which are the Advatages and disadvantages of indirect export
Advantages:
- very low marketing expenditure
Disadvantages:
- no customer contact
- no market know how gained
Which are the advantages and disadvantages of direct export
Advantages:
- direct customer contact
- free use of the marketing tools
Disadvantages:
- high traveling expenses
- acceptance uncertain
- lack of market knowledge
- costs and control of representatives
Which are the advantages and disadvantages of granting of a licence
Advantages:
- high acceptance probabillity owning to the local partner
- No problems arising from export and import (taxes, duties, time lag, ..)
Disadavtages:
- Know-how is transferred to the partner
- Licensee can become competitor
Which are the advantages and disadvantages of a joint venture
Advantages:
- Market presence and direct customer contact owing to JV partner in ther host country
Disadvantages:
- Depandency on the local partner
- Partner gets an insight intothe know-how
- lack of control due to partner influence in management
Which are the advantages and disadvantages of a subsidary company
Advantages:
- Market presence and direct customer contact
- Quality assurance of the offerd products / services
Disadvatages:
- Capital commitment high
- Working relationship with local emplyees can be a challenge
Standardisation - Localisation of marketing regarding the 4 Ps: Bring the 4 Ps in the right order
how does the diagram of the feintool international dirstribution system look like?
How can we improve the qualitiy of the distribution partner
Trough professionalization of the distribution partner
- Transfer of technical know-how
- detailed knowledge of products
- knowledge of prices and conditions
- knowledge of customer needs
- konowledge of competitive advantages
- Transfer of sales know-how
- use of marketing instruments
- sales know-how
- building relations ot decision makers
- negotiation competency
How can we improve the quantity of the distribution parter
Trough mobilization of the dirstribution partner
- Finacial incentives (Anreize)
- discount system
- commission system
- bonus system
- financing offers
- Support measures
- inventive programs
- joint presence at fair trades
- joint customer visits
- good tecnical support
Beyond you see a table. How is the commission calculated?
Product Commission * Activities Performed = 7% * 75% = 5.25%
Name at least 3 examples which are weak connected to culture (and therefore with a high standardisation potential)
- Computers (hard/software)
- Airline companies
- Photographic equipmentsHigh-tech
- Heavy equipments/machines
- Tools
- Consumer electronics
- Durable household goods
- Hardware/ironware
Name at least 3 examples which are strong connected to culture (and therefore with a low standardisation potential)
- Publications
- Food products
- Sweets/confectionary
- Textiles
- Furniture
Define three layers of product!
- Core product
- keep standardized!
- Formal product
- Fellow the laws of the export country
- Extended product
- Use extended product to define USP (unique selling propositoin) in export country
Which two forms of pricing exists? Which question is asked in this form?
- Inside-Out / Cost-based
- What is the price to be achieved on the basis of the costs in the target country?
- Outside-in / Value-based
- Which price can be realized in the target country due to the demand and competition?
Form of pricing: Inside-out
Bring these terms in the right order: Costs, Customers, Price, Product, Value
Product -> Costs -> Price -> Value -> Customers
Form of pricing: Outside-in
Bring these terms in the right order: Costs, Customers, Price, Product, Value
Customers -> Value -> Price -> Costs -> Product
Which additional costs are involved when selling products to export markets?
- Translation / Special packaging rueles, certificates
- Transport
- Duties
- Fees to distribution partners
How can we get the price with the outside-in form?
- make a price study supported by consultant
- visit local trade fairs
- visit potential customers
Complete this sentence: The smaller your company, the more dependend on
Describe the difference between push marketing and pull marketing
In the push marketing der is distribution partner and in the pull marketing you try to sell your product directly to the customer
Which are the Objecitve and Activities in push marketing?
Objecctive: Distribution partner sells products proactively
Activites: Professionalization and mobilization of distribution partner
Which are the Objecitve and Activities in pull marketing?
Objective: Customers seek products actively from distribution partner
Activaties: Using promotional tools directed towards customers
Which communication barriers exist in promotion? Name at least 3 (out of 6)
- Language differences
- Government regulations
- Media availiability
- Economic differences
- Tastes and attitudes
- Buying process
What is meant by a Umbrella Campaign?
A middle ground between 100% standardization and 100% adaptation (example: centraly defined: Corporate Identity: Logo ,slogen, "look and feel"; Locally defined: Pictures and text)
