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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 6: ALTERNATIVE MODES OF MARKET ENTRY. 1. EXTERNAL. INTERNAL. Management Objectives Commitment Risk Management. Country Characteristics Market size and growth Political and Economic environment Market infrastructure.

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 6: ALTERNATIVE MODES OF MARKET ENTRY 1

  2. EXTERNAL INTERNAL • Management Objectives • Commitment • Risk Management • Country Characteristics • Market size and growth • Political and Economic environment • Market infrastructure • Country Selection Strategy • Speed • Sequencing Mode of Entry Strategy • Trade Barriers and Government Regulations • Direct trade barriers • Indirect trade barriers Product Characteristics 2

  3. MODES OF OPERATION Indirect Exports (via agents) Co-operative Export (shared) EXPORT Direct Export (own sales org.) Licensing - Franchising Contract Manufacturing Agreements CONTRACTUAL Joint Venture/Strategic Alliance Acquisition WHOLLY-OWNED SUBSIDIARIES Greenfield 3

  4. EVALUATING MODES OF OPERATION • Based On: • Resource Requirements • Financial • Managerial • Control Over Operations • Contact With End Market • Flexibility • Ability to reallocate resources • Commitment to other organizations 4

  5. EXPORTING 5

  6. CONTRACTUAL AGREEMENTS 6

  7. WHOLLY-OWNED SUBSIDIARIES 7

  8. SUMMARY • Importance of fit with long-run international expansion strategy • Evaluate mode of operation based on controlcontact with end-market, and flexibility (as well as cost) • Implications can be long-lasting and lock firm in 8

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