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Competing in international markets

Competing in international markets. Determining Competitive Advantage. Internal factors. Competition. External factors. Market Attractiveness. Distinctive competences. Competitive Strengths. Critical success factors. After Dahringer and Muelbacher. Market attractiveness.

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Competing in international markets

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  1. Competing in international markets

  2. Determining Competitive Advantage Internal factors Competition External factors Market Attractiveness Distinctive competences Competitive Strengths Critical success factors After Dahringer and Muelbacher

  3. Market attractiveness • Size of total market • Demand indicators • Growth • Structure - oligopolistic, fragmented, gaps? • Segmentation • needs, purpose, affordability, specialisation • Political/legal barriers

  4. Competitive strengths • Technology • Quality • Image • Market focus • Price

  5. Countering competitorsTerpstra p 171 Three generic strategies - based on Porter • Low cost producer • Differentiated products • Focus • on protected markets • on national loyalty - champions • on under-served segments

  6. Compete or co-operate? • Value-added chain analysis • where does your distinctive competence lie? • Use existing distribution and retail networks? • Offer your product to existing suppliers as an extra part of their range?

  7. Competing in local marketsJohansson (1997) Mature markets eg Europe, US, Japan • aim -compete for market share • identify competitive strengths • focus on fragmenting specialist tastes • exotic value • brand image • customer satisfaction

  8. New Growth Markets Eg Latin America, Central Europe • Aim -participate in growth • Appeal of foreign products/global brands • Focus on minority educated middle-class • Focus on youth markets

  9. Emerging markets • Africa, Eastern Europe • aim - develop new market • first mover advantage • consider counter-trade - payment in kind to set up networks • basic low-cost versions • target small urban elite

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