International Marketing Management: Market Entry and Expansion

Résumé du document

This course is basically about market entry and expansion, especially international (reasons to to go to internnational, change agents, Corporate Export Stages, E-commerce, Licensing and Franchising, etc...). It includes some paragraphs in french.

Extraits

[...] Vous n'êtes pas fait pour rejoindre Ippon Finance. You have a strong experience in market finance (10 years), with diploma from a high engineering school. You expected for Ippon Finance only one mission. ( We can't hire you. Vous êtes jeune, motivé et intéressé par le secteur Financier. Mais sans expérience dans le domaine. Vous souhaitez participer à la vie d'Ippon, vous impliquer dans son développement, être force de proposition. Pour vous, les soirées d'entreprise sont importantes ; le partage des connaissances via des publications régulières aussi. [...]

[...] International Marketing Management Chapter 9 Market Entry and Expansion This chapter is basically about market entry and expansion, especially international. Stimuli to Internationalize In the international market, there are two kinds of stimulations from a company; pushing and pulling. Going international: Why business firms going international? Business enterprises have various reasons to internationalize their operations. There are two types of drivers. Firstly they are profit advantages, unique products, technological advantages, exclusive information, management commitment, tax benefits and economies of scale. [...]

[...] Intermediaries Person or institution empowered to make investment decisions for others. Some examples are banks, savings and loan institutions. These specialists are knowledgeable about investment alternatives and can achieve a higher return than the average investor can = helping companies to go international with e.g. customer contact Export Management Companies Domestic companies that have experience in specialized international marketing services or that have experience in a certain geographical area and can thus offer their expertise to domestic companies in need of a specialized service Two primary forms of operation: -Take title to goods and operate internationally -Perform service as agents e.g. [...]

[...] In the domestic field of insurance and mutual, a lot of companies seize opportunity to develop their market. In international context, new laws about embargo reduce the export business. Corporate Export Stages In most cases: Firms start domestically and gets gradually interested in going international. Key steps for going international: - Awareness of the opportunity to go abroad/international - Interest; they get interest in going International - Trial; they are trying it. Trying for example first in one other well known country. For example Finnish company would try in Sweden or Russia. [...]

[...] a brand name, patent, or other proprietary right,. Licensing enables the licensor to profit from the skills, expansion capital, or other capacity of the licensee. Licensing is often used by manufacturers to enter foreign markets in which they have no expertise. There are several advantages of licensing: - none or low monetary investments - knowhow from the company who provides the license - profitable for both/all counterparts involved - Additional opportunities for market expansion Both parties involved in Licensing benefit from the deal. [...]