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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 5 TIMING AND SEQUENCING OF MARKET ENTRY. 1. Firm’s Strategic Orientation Competitive posture Resources. Country 1. Country 2. Market Characteristics Country Risk/Opportunities Product Market Potential

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 5 TIMING AND SEQUENCING OF MARKET ENTRY 1

  2. Firm’s Strategic Orientation • Competitive posture • Resources Country 1 Country 2 • Market Characteristics • Country Risk/Opportunities • Product Market Potential • Degree of market integration/location • Choice of Markets • Incremental vs. Simultaneous • Concentration vs. Diversification • Proactive vs. Follower Country 3 Country 4 Country 5 Competitor Market Choice Decision Country N Industry Structure Competitor Strategy 2

  3. CHOICES IN MARKET ENTRY DECISIONS • Speed: Incremental vs. Simultaneous Entry • Geographic Targeting: Concentration vs. Diversification • Competitive Position: Pro-active vs. Follower 3

  4. A CONCENTRATED ENTRY STRATEGY • France • Netherlands • Germany • United Kingdom • Belgium • Italy 4

  5. A DIVERSIFIED ENTRY STRATEGY • Mexico • Brazil • South Africa • Spain • Japan • Australia 5

  6. PRO-ACTIVE ENTRY STRATEGIES • PRE-EMPTION: Enter markets before competition to capture first entrant advantage. • CONFRONTATION: Enter a key competitor’s market(s) to challenge and contain its position. • BUILD-UP: Enter neutral markets to accumulate experience and build market share. 6

  7. SUMMARY • Importance of adopting a dynamic, strategic approach to international market entry. • Preemption is high-risk, but may pay off. • “Followers” need to be fast and learn from “first entrants.” 7

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