international marketing10 entry optionsWord格式.docx

international marketing10 entry optionsWord格式.docx

《international marketing10 entry optionsWord格式.docx》由会员分享，可在线阅读，更多相关《international marketing10 entry optionsWord格式.docx（13页珍藏版）》请在冰豆网上搜索。

Franchising

3.StrategicAlliance

JointVenture

Other（lessused）entryoptionswillbefoundin（II）

▪ContractManufacturing

▪Assembly

▪TurnkeyOperation

▪ManagementContract

▪Merger/Acquisition

▪WhollyOwnedEnterprise

EXPORTING

Exportingisthesimplestandoneofthequickestwaysofenteringaforeignmarket,requiringalowlevelofinvestmentintermsofmanagerialandfinancialresourcesandconsequentlyalowlevelofcorporatecommitmentandrisk.Thismakesitanidealfirststeptointernationalisationformanyfirms,particularlyforSMEs,andausefulstrategyforfirmsinriskyanduncertainmarkets.

IndirectExporting

Thefirmisanindirectexporterwhenitsproductsaresoldinforeignmarkets,butnospecialactivityforthispurposeiscarriedonwithinthefirm.Thesaleishandledlikeadomesticsale.Thefirmisnotengagingininternationalmarketing.Thefirm'

scontrolovermarketselectionandmarketingstrategyisverylimited.

▪Foreignsalesthroughdomesticsalesorganisations,

▪Productsaresoldinthedomesticmarketbutusedorresoldabroad.

Exportmanagementcompanies（EMCs）

Theproducersgettheperformanceofanexportdepartmentwithoutestablishingoneinthefirm.Itseemsidealforsmallandmediumsizedfirmscontemplatingexports,becausetheycanovercometheirlimitationsinsizeandforeignmarketknowledgewhileretainingsomecontrol.

1.TheproducergainsinstantforeignmarketknowledgeandcontactsthroughtheoperationsandexperienceoftheEMC.

2.ThecommissionmethodofpaymentmeansthatcostsarevariableandtheEMCismotivatedtoexpandsales.

3.Themanufacturerissparedtheburdenofdevelopingin-houseexpertiseinexporting,asignificantcostsaving,becausetheEMC'

scostsarespreadoverthesalesofseveralmanufacturers.

4.ConsolidatedshipmentsofferfreightsavingstotheEMC'

sclients.

Piggybackexporting

Onecompany（carrier）usesitsoverseasdistributionfacilitiestosellanothercompany'

s（rider/supplier）productalongwithitsown.Thisisquitecommoninindustrialproductsbutalltypesofproductcanbesoldusingthismethod.Mostpiggybackarrangementsareundertakenwhenafirmwantstofilloutitsproductlineorkeepitsseasonaldistributionchannelsfunctioningthroughouttheyear.

Thecarrier,thefirmactuallydoingtheexporting,isusuallythelargerfirmwithestablishedexportfacilitiesandforeigndistribution,whichhasagapinitsproductline,orexcesscapacityinitsexportoperation.Theproductshouldbenon-competitivebutcomplementaryandmayroundoutagapinitsproductline,oritmaymeangreatereconomiesofscaleandprofitsinexporting.Forthecarrierfirm,piggybackingisasaleofknowhowandservicesratherthanasaleofproducts.

Fortherider,piggybackingisonealternativeroutetoforeignmarketswhichoffersestablishedexportanddistributionfacilitiesandsharedexpenses.Thisisparticularlyadvantageousforsmallerfirmsastheyoftenlackthenecessaryresources.Itcanalsobeusedbylargercompaniestotestanewforeignmarket,whereithasnoexperienceorlacksmarketingstrengths.Theridermustcompareapiggybackingopportunitytotheseotheralternativesastohowwelleachmeetstheneedsofgeographicdiversificationandmarketcoverage,economiesofscaleinexporting,entryintomarketswithhighentrybarriers,andtestingforeignmarkets.

Example:

manyJapanesecompaniesusedwesternfirmstoselltheirproductsinthe1970s:

Fujitsu/IBM.

DirectExporting

Comparedwithindirectexporting,indirectexporting,themanufacturerperformstheexporttaskratherthandelegatingittoothers.Theadvantagesofdirectexportingarenotonlygreatersalesandgreaterprofit,butalsogreatercontrol,bettermarketinformationanddevelopmentofexpertiseininternationalmarketing.

Directandindirectexportingarenotmutuallyexclusive.Afirmmightexportdirectlytolargemarketsbutexportindirectlytosmallermarkets.

Thetaskofexportmanagement

▪Choosingforeignmarket（marketresearch）

▪Choosingagentsanddistributorsinthetargetmarket.

▪Physicaldistributionandexportdocumentation

▪Marketintelligence,pricingandpromotion

Cooperativeexport/exportmarketinggroups

ThismodehasbeenusedbySMEsattemptingtoenterforeignmarketsforthefirsttime.Manysuchfirmsdonothavesufficientresourcestodoexportingontheirown.Smallcompaniesworkingtogetherlearnagreatdealaboutinternationalmarkets,andtheexperienceobtainedservestoconfirmthesefirmsasestablishedexporters.OneofthemostimportantmotivesforSMEstojoinwithothersistheopportunityofeffectivelymarketingacomplementaryproductlinetolargebuyers.Forexample,threesmallfurniturecompaniesarespecialisedinlivingroom,diningroomandbedroomfurniturerespectively.Togethertheyofferabroaderproductrangethatcouldbemoreattractivetoaforeignfurniturebuyer.

FederationofBritishHandToolManufacturers

“Assistancewithoverseasexhibitionsandinterchangeofexportinformation.”

LICENSING

Licensingisacontractualarrangementwherebyonecompany（thelicensor）makesalegallyprotectedassetavailabletoanothercompany（thelicensee）inexchangeforroyalties,licenseefees,orsomeotherformofcompensation.Thelicensedassetmaybe:

▪Abrandname,

▪industrialproperty（patents,trademarks,copyrights,etc.）;

▪technicalknowhow（research,manuals,technicaladvice,tradesecret）;

▪architecturalandengineeringdesigns;

▪anycombinationoftheabove.

Licensingiswidelyusedinindustriessuchasfashion,brewingandpharmaceutical.Licensing（technologytransfer）isamajormeansbywhichdevelopingcountriesacquiretechnologyfromdevelopedcountries.

Advantages

▪Additionalincomefromroyalties

▪Marketaccess

▪Informationonproductsandcompetitionindifferentmarkets

▪Lowriskwithminimuminvestment

Disadvantages

▪Dependenceonthelocallicensee

▪Disclosureofaccumulatedknow-how

▪Lackofcontroloverlicenseeoperation

▪Nurturepotentialcompetitors

▪Passiveinteractionwiththemarket

Afranchiseistherighttoaparticularbusinesswithinagivenarea.Itnormallyconsistsofacompletebusinesssystem（includingthebrandname,logo,products,andmethodsofoperation）developedbyacompany（thefranchiser）whichthensellsalocalfranchiseinreturnforpromotionandmanagerialassistance.Franchisingisaspecialformoflicensingandismorecomprehensivethanaregularlicensingagreementinasmuchasthetotaloperationofthefranchiseeisprescribed.

Theimportanceoffranchising

OneinthreenewbusinessintheUSisafranchisedoperation.

Table11.4FranchisinginEurope

Thescopeoffranchising

Franchisingisbroadlyafeatureoftheserviceindustry,includingrestaurants,transport,householdservice,andretailing.Someexamples:

▪Benettonretailing

▪McDonaldsfastfood（80%）

▪Budgetcarrental

▪TNTtransport

▪Rapidmarketgrowthwithoutmajorinvestment.

▪Maintainmaximumcontrolovertheproductconcept.

▪Veryprofitablewithhighroyaltiesandtherequirementofthefranchiseetobuytheproductsfromthefranchiser.

▪Firmsmayachievehigherprofitsbyrunningtheoperationthemselves.

▪Difficulttomaintainthemotivationofthefranchisees.

▪Difficulttomaintainthequality.

Important:

Table11.2Howlicensingandfranchisingdiffer

Contractmanufacturing–anotherspecialformoflicensing

∙Companyprovidestechnicalspecificationstoasubcontractororlocalmanufacturer

∙Allowscompanytospecializeinproductdesignwhilecontractorsacceptresponsibilityformanufacturingfacilities

STRATEGICALLIANCE（partnership,networking）

Strategicalliancecoversavarietyofcontractualrelationships,frequentlybetweencompetitors,andfrequentlybetweencompetitorsindifferentcountries.Inanalliance,twoentirefirmspooltheirresourcesdirectlyinacollaborationthatgoesbeyondthelimitsofajointventure.Althoughanewentitymaybeformed,itisnotarequirement.Sometimes,theallianceissupportedbysomeequityacquisitionofoneorboththepartners.Inanalliance,partnersbringaparticularskillorresource,usuallyonethatiscomplementary,andbyjoiningforcesbothareexpectedtoprofitfromtheother'

sexperience.Abroadspectrumofinter-firmagreementscanbecoveredbythisterminologyandtheysharethreecharacteristics:

1.Theparticipantsremainindependentsubsequenttotheformationofthealliance,whichisproject-based.

2.Theparticipantssharebenefitsoftheallianceaswellascontrolovertheperformanceofassignedtasks

3.Theparticipantsmakeongoingcontributionsintechnology,productsandotherkeystrategicareas.

Strategicallianceshaveavarietyofobjectivesbutafrequentoneismarketentry.Manyfirmsfindthatacontractualarrangementwithaforeigncompetitorisabetterwaytoenteramarketthanthetraditionaldistributor,licenseeorjointventureapproach.