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Export Planning How to write an international marketing plan

Export Planning How to write an international marketing plan. Chapter 4: Country Analysis and Selection. Internationalisation of the firm. Export Planning Learning objectives (learning tasks) Ch. 4. At the end of the chapter you are able to:

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Export Planning How to write an international marketing plan

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  1. Export Planning How to write an international marketing plan Chapter 4: Country Analysis and Selection Internationalisation of the firm

  2. Export Planning Learning objectives (learning tasks) Ch. 4 • At the end of the chapter you are able to: • Describe the three phase filter – model as an approach to analyse and • select foreign countries/markets; • 2. Explain the criteria of the first filter: the pre-filter which provides a rough scan of the market; • Explain the criteria of the second filter: filter 1 which provides a detailed analysis • of the DESTEP environment of potential countries; • Explain the criteria of the third filter: filter 2 which provides a detailed market analysis • of the most interesting countries/markets; • 5. Prepare a proposal for choosing which country(ies) to start the market entry strategy with.

  3. Export Planning IKEA case Country Year Number of Stores Sweden 1958 16 Norway 1963 5 Denmark 1969 4 Switzerland 1973 6 Germany 1974 40 Australia 1981 3 Canada 1976 11 Austria 1977 6 The Netherlands 1978 11 France 1983 18 Belgium 1984 6 USA 1985 29 UK 1987 13 Italy 1989 13 Hungary 1990 2 Poland 1991 7 Czech Republic 1991 4 Slovakia 1995 1 Finland 1996 2 Spain (mainland) 1996 9 China (PRC) 1998 4 Russia 2000 8 Portugal 2004 1 Japan 2006 2 Country Number of Stores Australia 2 Greece 2 Hong Kong 3 Iceland 1 Israel 1 Kuwait 1 Malaysia 1 The Netherlands 1 Romania 1 Saudi Arabia 2 Singapore 2 Spain 4 Taiwan 4 Turkey 1 United Arab Emirates 2 USA 1

  4. Country Analysis Example PUMA • Target: South America • 12 countries • Middle and low level of economic development • Unstable political and economical situation in most countries • Lack of information about markets • Non-English domestic resources Source: P.Kabanov a.o., students HAN University

  5. Pre-Filter Selection • FACTORS: • Human development; • Environmental (disaster) factors; • Import duties and sea delivery cost • Football association presence Source: P.Kabanov a.o., students HAN University

  6. Filter 1 Selection • FACTORS: • Political risk • Social structure • GDP growth and size • Consumption • Exchange rate • Inflation • Ports information Source: P.Kabanov a.o., students HAN University

  7. Filter 2 First country for expansion in South America is Brazil Source: P.Kabanov a.o., students HAN University

  8. Export Planning Chapter review questions (10 min.) • What are the three steps of the Export Audit – phase? Name the steps and explain them. • Explain the three phase filter-model for country analysis and selection • Explain the criteria of the filter-model per phase. • What is a BERI-analysis / index? Explain and motivate your answer. • How could you apply the GE – matrix for country selection?

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