TAILIEUCHUNG - Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 8

Chapter 8 - Entering global markets. After reading the material in this chapter, you should be able to: Reasons for internationalizing, factors in the mode of entry decision, methods of entry to international markets: Direct or indirect exporting, licensing, franchising, contract manufacturing, turnkey operations, management contracts, international joint ventures, international business alliances, wholly owned subsidiaries. | Chapter 8 – Entering Global Markets “ some foreign companies have tired of waiting and retreated from China, hoping to return at a more opportune moment the Chinese may well consider such a retreat as typical of self-interested outsiders and never let them back.” Andrew Williamson, The Chinese Business Puzzle McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline Reasons for Internationalizing Factors in the Mode of Entry Decision Methods of Entry to International Markets Direct or Indirect exporting Licensing Franchising Contract Manufacturing Turnkey Operations Management Contracts International Joint Ventures International Business Alliances Wholly Owned Subsidiaries Summary 2 Reasons for Internationalizing Expand beyond a saturated domestic market Find new source of profits Add to the firm’s competitive edge Diversify and enlarge markets to hedge against economic crises Follow customers who are going abroad Factors that Influence the Mode of Entry Decision Management goes through a successive decision making process that includes answering the following questions: Which markets have the greatest potential for our products? Do we have excess production capacity? What are the characteristics of our target market? What are the international capabilities of the firm? Can our product be marketed abroad? What the key success factors for our products? Is secondary data available for those markets/products? What additional data is needed and how can we get it? Which of our products have the highest potential abroad? Internal Factors Encompass the firm’s resources, strategy, management mindset, time commitment and products considered for international markets. Specifically: Financial Resources Human Resources Type of Product and/or Service Time Horizons Risk Tolerance External Factors Target country factors Market Production conditions Environmental condition Domestic country factors Market size Growth opportunities .

• Marketing - Bán hàng
• Global marketing
• Lecture Global marketing
• Global marketing environments
• Global marketing strategies
• Entering global markets
• Contract manufacturing
• Global markets
• Global marketing systems
• Ebook Global Marketing
• Global marketing environment
• Global Market Entry Strategies
• Global marketing mix
• Global marketing channels
• Global marketing communications decisions
• Global vision
• The global economy
• High tech products
• Global marketing management
• Lecture Global marketing management
• Global marketing research
• Global marketing operations
• Designing global marketing systems
• Controlling global marketing systems
• Positioning for global markets
• Developing global products
• Setting global prices
• Global internet marketing
• Global cultural environment
• Global segmentation
• Global product policy decisions
• Global pricing
• Global communication strategies
• Global logistics