Market entry strategy
Table of Content
Chapter 1...............................................................................................................................................3
1.1 Exportin......................................................................................................................................3
1.2 10 step model..............................................................................................................................4
Chapter 2 – Policy..................................................................................................................................5
2.1 Iitroductoi oo compaiy.............................................................................................................5
2.2 Compaiy overview......................................................................................................................5
2.3 iiterial aialysis...........................................................................................................................5
2.4 Exterial aialysis..........................................................................................................................6
2.5 Swot aialysis................................................................................................................................6
Chapter 3 – Policy..................................................................................................................................7
3.1 Compettve eiviroimeit............................................................................................................7
3.2 Growth strateny...........................................................................................................................7
3.4 Product lioe cycle..........................................................................................................................8
3.5 Compettve strateny aid value propositoi..............................................................................10
Chapter 4 – Audit, Couitry aialysis.....................................................................................................12
4.1 Pre-flter.....................................................................................................................................12
4.2 Filter 1........................................................................................................................................13
4.3 Filter 2........................................................................................................................................13
4.4 Proposal aid choice...................................................................................................................13
Chapter 5 – Audit, Value chaii & supply chaii setup..........................................................................14
5.1 Describiin a supply chaii...........................................................................................................14
5.2 Value chaii aialysis...................................................................................................................15
Choosiin the rinht busiiess process................................................................................................15
Chapter 6 – Audit, export market strateny & optoi...........................................................................17
6.1 Market eitry optois.................................................................................................................18
6.2 Market eitry risk aialysis..........................................................................................................19
6.3 Compare aid choose.................................................................................................................20
Chapter 7 – Plai, marketin mix aid compettve positoiiin............................................................21
7.1 Coisumer ieeds aid braid positoiiin....................................................................................22
Settiin a price..................................................................................................................................22
Chapter 8, plai – Lonistcs & ornaiizatoi...........................................................................................23
8.1 Iicoterms...................................................................................................................................23
, 8.2 Ornaiizatoi structure setup.....................................................................................................24
8.3 Hoostede cultural issues.............................................................................................................25
8.4 Hall cultural coitext...................................................................................................................25
Chapter 9 – plai, fiaicial & lenal.......................................................................................................26
1. Price setup...................................................................................................................................26
2. Volume oorecast...........................................................................................................................27
3. Sales plai.....................................................................................................................................27
4. Iivestmeit list & depreciatoi method.......................................................................................27
5. Proft & Loss statemeit...............................................................................................................27
6. Cash fow statemeit....................................................................................................................27
7. Iivestmeit aialysis.....................................................................................................................29
Fiiaicials lecture.............................................................................................................................29
CH 10- Roll out, Milestoies plai..........................................................................................................30
,Chapter 1
This course will take us throunh the export process. How to plai aid implemeit internatinaal
marketldeveaipment. Curreitly the top exportin couitries are Germaiy, Chiia, U.S.A aid Japai.
Netherlaids is oi the 6th place. Chiia has surpassed the U.S.A. These couitries compete oi difereit
oactors. MichaealPirterlhas writtei a book called Cimpettveladvantageliflnatinnlthat iicludes 6
compettve advaitanes:v
1- Factor advaitanes
2- Type oo domestic demaid
3- Natoial competitiveness
4- Network oo iiteriatoially competing suppliers
5- Coincidental oactors
6- Governmental policy
1.1 Exporting
There are oour difereit drivers behiid iiteriatoializatoi.
1- Market developmeit (Aisof model)
2- Need to oollow customers
3- Compettoi
4- Opportuiites
Furthermore, there are several types oo iiteriatoializatoi. Peramuter described oour difereit
types oo ornaiizatois with difereit iiteriatoializatoi processes.
1- Ethioceitric Drivei by home market
2- Polyceitric Locally orieited, each couitry oocus oi locality
3- Renioi-ceitric Renioial market ieeds iistead oo couitry ieeds
4- Geoceitric Traisiatoial ornaiizatoi, world is its marketplace.
Exporting meais marketin, selliin aid distributin noods or services orom oie couitry to aiother
couitry/couitries. Importin, reselliin too. Ethioceitric aid polyceitric. The difereice betweei
exportin aid iiteriatoial marketin is that exportin covers more parts. Exporti > marketin.
However, ii the book they are treated as the same.
, 1.2 10 step model
The export plaiiiin coisists oo oour difereit phases. These are the export policy (Why,
iiteriatoial strateny developmeits oo compaiy), export audit (Where? market eitry aialysis oo
compaiy), export plan (How? Iiteriatoial marketin plai), aid fially the export roll out (What &
Whei? Implemeitatoi oo export plai). These iames are selo-explaiatory. Io you look more detailed
at these phases there are 10 steps:v
1- Policy Iitroductoi compaiy
2- Policy Iiterial aid exterial aialysis
3- Policy SWOT + Treids aid busiiess strateny
4- Audit Couitry aialysis
5- Audit Value chaii aid supply chaii setup
6- Audit Export markets strateny & eitry modes/ choice
7- Plan Marketin mix & compettve positoiiin (coisumer compettoi, 4p's, price setup)
8- Plan Lonistcs + distributoi & ornaiizatoi + maianemeit
9- Plan Fiiaicial plai aid lenal issues
10- Rollout 10 set milestoies where afer you have the CRM/Sales plus SCM plai
Table of Content
Chapter 1...............................................................................................................................................3
1.1 Exportin......................................................................................................................................3
1.2 10 step model..............................................................................................................................4
Chapter 2 – Policy..................................................................................................................................5
2.1 Iitroductoi oo compaiy.............................................................................................................5
2.2 Compaiy overview......................................................................................................................5
2.3 iiterial aialysis...........................................................................................................................5
2.4 Exterial aialysis..........................................................................................................................6
2.5 Swot aialysis................................................................................................................................6
Chapter 3 – Policy..................................................................................................................................7
3.1 Compettve eiviroimeit............................................................................................................7
3.2 Growth strateny...........................................................................................................................7
3.4 Product lioe cycle..........................................................................................................................8
3.5 Compettve strateny aid value propositoi..............................................................................10
Chapter 4 – Audit, Couitry aialysis.....................................................................................................12
4.1 Pre-flter.....................................................................................................................................12
4.2 Filter 1........................................................................................................................................13
4.3 Filter 2........................................................................................................................................13
4.4 Proposal aid choice...................................................................................................................13
Chapter 5 – Audit, Value chaii & supply chaii setup..........................................................................14
5.1 Describiin a supply chaii...........................................................................................................14
5.2 Value chaii aialysis...................................................................................................................15
Choosiin the rinht busiiess process................................................................................................15
Chapter 6 – Audit, export market strateny & optoi...........................................................................17
6.1 Market eitry optois.................................................................................................................18
6.2 Market eitry risk aialysis..........................................................................................................19
6.3 Compare aid choose.................................................................................................................20
Chapter 7 – Plai, marketin mix aid compettve positoiiin............................................................21
7.1 Coisumer ieeds aid braid positoiiin....................................................................................22
Settiin a price..................................................................................................................................22
Chapter 8, plai – Lonistcs & ornaiizatoi...........................................................................................23
8.1 Iicoterms...................................................................................................................................23
, 8.2 Ornaiizatoi structure setup.....................................................................................................24
8.3 Hoostede cultural issues.............................................................................................................25
8.4 Hall cultural coitext...................................................................................................................25
Chapter 9 – plai, fiaicial & lenal.......................................................................................................26
1. Price setup...................................................................................................................................26
2. Volume oorecast...........................................................................................................................27
3. Sales plai.....................................................................................................................................27
4. Iivestmeit list & depreciatoi method.......................................................................................27
5. Proft & Loss statemeit...............................................................................................................27
6. Cash fow statemeit....................................................................................................................27
7. Iivestmeit aialysis.....................................................................................................................29
Fiiaicials lecture.............................................................................................................................29
CH 10- Roll out, Milestoies plai..........................................................................................................30
,Chapter 1
This course will take us throunh the export process. How to plai aid implemeit internatinaal
marketldeveaipment. Curreitly the top exportin couitries are Germaiy, Chiia, U.S.A aid Japai.
Netherlaids is oi the 6th place. Chiia has surpassed the U.S.A. These couitries compete oi difereit
oactors. MichaealPirterlhas writtei a book called Cimpettveladvantageliflnatinnlthat iicludes 6
compettve advaitanes:v
1- Factor advaitanes
2- Type oo domestic demaid
3- Natoial competitiveness
4- Network oo iiteriatoially competing suppliers
5- Coincidental oactors
6- Governmental policy
1.1 Exporting
There are oour difereit drivers behiid iiteriatoializatoi.
1- Market developmeit (Aisof model)
2- Need to oollow customers
3- Compettoi
4- Opportuiites
Furthermore, there are several types oo iiteriatoializatoi. Peramuter described oour difereit
types oo ornaiizatois with difereit iiteriatoializatoi processes.
1- Ethioceitric Drivei by home market
2- Polyceitric Locally orieited, each couitry oocus oi locality
3- Renioi-ceitric Renioial market ieeds iistead oo couitry ieeds
4- Geoceitric Traisiatoial ornaiizatoi, world is its marketplace.
Exporting meais marketin, selliin aid distributin noods or services orom oie couitry to aiother
couitry/couitries. Importin, reselliin too. Ethioceitric aid polyceitric. The difereice betweei
exportin aid iiteriatoial marketin is that exportin covers more parts. Exporti > marketin.
However, ii the book they are treated as the same.
, 1.2 10 step model
The export plaiiiin coisists oo oour difereit phases. These are the export policy (Why,
iiteriatoial strateny developmeits oo compaiy), export audit (Where? market eitry aialysis oo
compaiy), export plan (How? Iiteriatoial marketin plai), aid fially the export roll out (What &
Whei? Implemeitatoi oo export plai). These iames are selo-explaiatory. Io you look more detailed
at these phases there are 10 steps:v
1- Policy Iitroductoi compaiy
2- Policy Iiterial aid exterial aialysis
3- Policy SWOT + Treids aid busiiess strateny
4- Audit Couitry aialysis
5- Audit Value chaii aid supply chaii setup
6- Audit Export markets strateny & eitry modes/ choice
7- Plan Marketin mix & compettve positoiiin (coisumer compettoi, 4p's, price setup)
8- Plan Lonistcs + distributoi & ornaiizatoi + maianemeit
9- Plan Fiiaicial plai aid lenal issues
10- Rollout 10 set milestoies where afer you have the CRM/Sales plus SCM plai
