January 16, 2015
International expanding to South-Korea
Jeffrey van der Lans
Lieke van de Mortel Avans University of Applied Science
Michiel Ooms Minor Blobal Business and Career
Jasper Snelders
1
,Foreword
This report has been written with regards to the minor Global Business and Career of Avans
University of Applied Sciences in Breda. The report has been written by Jeffrey van der Lans, Lieke
van de Mortel, Michiel Ooms and Jasper Snelders and its purpose is to advise Live Interactive
Concepts regarding the entrance of the South Korean market.
We would like to thank our coach Bernard Teeuwen for the coaching and advice that has been
provided throughout the project. Furthermore we would and our lecturers Virgil van de Gevel and
Bart van Mulken for their advice and knowledge on certain topics that are covered in this report. We
would also like to thank André Batenburg and Lars Wildenberg of Live Interactive Concepts for the
feedback that they’ve provided based on the presentation of the project.
2
, Table of contents
Executive summary ................................................................................................................................. 5
Internal analysis....................................................................................................................................... 6
Background information ..................................................................................................................... 6
Drive for internationalization .............................................................................................................. 6
Business model Canvas ....................................................................................................................... 6
Market selection...................................................................................................................................... 7
First screening ..................................................................................................................................... 7
BERI-index............................................................................................................................................ 7
Market attractiveness ......................................................................................................................... 7
Market Entry Strategy ............................................................................................................................. 9
Entry mode decision ............................................................................................................................ 9
Finding an agent .................................................................................................................................. 9
Criteria of an agent ............................................................................................................................ 10
Competences of an agent.................................................................................................................. 10
Value chain ........................................................................................................................................ 11
Target Group decision ........................................................................................................................... 12
Demographic segmentation .............................................................................................................. 12
Geographic segmentation ................................................................................................................. 12
Targeting............................................................................................................................................ 12
Controls ................................................................................................................................................. 13
Legal aspects ......................................................................................................................................... 14
Business culture and etiquette.............................................................................................................. 15
Recommendation .................................................................................................................................. 18
Agent ................................................................................................................................................. 18
Potential partners.............................................................................................................................. 18
Marketing campaign.......................................................................................................................... 19
Implementation ..................................................................................................................................... 20
First steps .......................................................................................................................................... 20
Financial forecast............................................................................................................................... 21
Contingency plan ................................................................................................................................... 22
Creative Sector: Games ..................................................................................................................... 22
Business trip contingency plan .......................................................................................................... 22
3
International expanding to South-Korea
Jeffrey van der Lans
Lieke van de Mortel Avans University of Applied Science
Michiel Ooms Minor Blobal Business and Career
Jasper Snelders
1
,Foreword
This report has been written with regards to the minor Global Business and Career of Avans
University of Applied Sciences in Breda. The report has been written by Jeffrey van der Lans, Lieke
van de Mortel, Michiel Ooms and Jasper Snelders and its purpose is to advise Live Interactive
Concepts regarding the entrance of the South Korean market.
We would like to thank our coach Bernard Teeuwen for the coaching and advice that has been
provided throughout the project. Furthermore we would and our lecturers Virgil van de Gevel and
Bart van Mulken for their advice and knowledge on certain topics that are covered in this report. We
would also like to thank André Batenburg and Lars Wildenberg of Live Interactive Concepts for the
feedback that they’ve provided based on the presentation of the project.
2
, Table of contents
Executive summary ................................................................................................................................. 5
Internal analysis....................................................................................................................................... 6
Background information ..................................................................................................................... 6
Drive for internationalization .............................................................................................................. 6
Business model Canvas ....................................................................................................................... 6
Market selection...................................................................................................................................... 7
First screening ..................................................................................................................................... 7
BERI-index............................................................................................................................................ 7
Market attractiveness ......................................................................................................................... 7
Market Entry Strategy ............................................................................................................................. 9
Entry mode decision ............................................................................................................................ 9
Finding an agent .................................................................................................................................. 9
Criteria of an agent ............................................................................................................................ 10
Competences of an agent.................................................................................................................. 10
Value chain ........................................................................................................................................ 11
Target Group decision ........................................................................................................................... 12
Demographic segmentation .............................................................................................................. 12
Geographic segmentation ................................................................................................................. 12
Targeting............................................................................................................................................ 12
Controls ................................................................................................................................................. 13
Legal aspects ......................................................................................................................................... 14
Business culture and etiquette.............................................................................................................. 15
Recommendation .................................................................................................................................. 18
Agent ................................................................................................................................................. 18
Potential partners.............................................................................................................................. 18
Marketing campaign.......................................................................................................................... 19
Implementation ..................................................................................................................................... 20
First steps .......................................................................................................................................... 20
Financial forecast............................................................................................................................... 21
Contingency plan ................................................................................................................................... 22
Creative Sector: Games ..................................................................................................................... 22
Business trip contingency plan .......................................................................................................... 22
3
