English summary
Export a practical guide
Marlies Harlaar
Michiel Ouwehand
Otto de Leeuw
Second Edition
Chapter 5
, Chapter 5 – Entering the market
5.1 Market entry strategies
Two ways of entering an export market:
1 Directly export - negotiate with your customers directly
2 Indirectly export - negotiate with your customers through a third party
Sending staff to an target country can be very expensive. You can hire local
sales staff, but these people will need to be trained.
The major strategies for entering the export market:
Direct export Indirect individual export Indirect Legal
(no intermediaries) (via intermediaries) collaborative constructions
export
Local Export management Strategic Licensing
representatives company (EMC) alliances
Commercial agent Importer Joint venture Franchising
Foreign distributor Export Contract
combination manufacturing
Retailer Merger
Piggyback marketing
5.2 Direct export
Advantages of direct export:
More control over the export process
Potentially higher profits
A closer relationship to the overseas buyer and marketplace
Ways of getting in touch with your end-customers directly:
Employ a (sales) representative, assigned to export;
Using a commercial agent.
The task of a commercial agent is to bring your company in contact with
(potential) clients. They receive a commission over all sales in an appointed
area.
Export a practical guide
Marlies Harlaar
Michiel Ouwehand
Otto de Leeuw
Second Edition
Chapter 5
, Chapter 5 – Entering the market
5.1 Market entry strategies
Two ways of entering an export market:
1 Directly export - negotiate with your customers directly
2 Indirectly export - negotiate with your customers through a third party
Sending staff to an target country can be very expensive. You can hire local
sales staff, but these people will need to be trained.
The major strategies for entering the export market:
Direct export Indirect individual export Indirect Legal
(no intermediaries) (via intermediaries) collaborative constructions
export
Local Export management Strategic Licensing
representatives company (EMC) alliances
Commercial agent Importer Joint venture Franchising
Foreign distributor Export Contract
combination manufacturing
Retailer Merger
Piggyback marketing
5.2 Direct export
Advantages of direct export:
More control over the export process
Potentially higher profits
A closer relationship to the overseas buyer and marketplace
Ways of getting in touch with your end-customers directly:
Employ a (sales) representative, assigned to export;
Using a commercial agent.
The task of a commercial agent is to bring your company in contact with
(potential) clients. They receive a commission over all sales in an appointed
area.
