Professional Documents
Culture Documents
Foreign Market Entry PPT Nots
Foreign Market Entry PPT Nots
Indirect exporting- uses intermediaries who are located in the company's home
country and who take responsibility to ship and market the products. E.g export
houses, export management companies, export trading companies, piggy backing
etc…
Direct exporting- the firm becomes directly involved in marketing its products in
foreign markets, because the firm itself performs the export task (rather than
delegating it to others). This necessitates the creation of an export department
responsible for tasks such as market contact, Market research , Physical
distribution , Export documentation , Pricing etc…
Exporting
HOME COUNTRY HOST COUNTRY
Revenues
MNE Customers
Export of Goods
Forms of direct exporting
To implement a direct exporting strategy, the firm must have
representation in the foreign markets. This can be achieved
in a number of ways:
• Sending international sales representatives into the
foreign market
• For example, Disney's mode of entry in Japan had been licensing.. The licensee in
return pays an initial fee and/or percentage of sales to the licensor. In this kind of
agreement the licensee maintains some level of autonomy/ independence . Some
companies that have used licensing include coca cola, peps cola, shell etc…
Licensing
Licensor:
– Offers know-how
– Shares technology
– Allows for the use of its brand name
• Licensee:
– Pays royalties for the rights to use licensor’s
technology, know-how, and brand name
Licensing Cont….d
Advantages
• Low initial investment , Avoids trade barriers, Potential for utilizing location
economies, Access to local knowledge, Easier to respond to customer needs
Disadvantages
• lack of control over the maintenance of the quality on the foreign
market(s)
• Difficulty in transferring tacit knowledge
– Negotiation of a transfer price
– Monitoring transfer outcome
• Potential for creating a competitor
• Licensee may not be committed
• Provides limited returns compared to other forms of international expansion
Licensing cont…d
When is licensing appropriate?
• When the licensor is small with limited resources
• When the government regulations do not permit any other
entry strategy
• When the market is small and does not justify the investment
associated with other entry mode
• When a quick entry into a particular market is required
• When the political risk in the host country is high
• Where the Legal protection is possible in target environment
• Where Low sales potential is expected in target country.
Licensing Agreement
HOME COUNTRY HOST COUNTRY
Licensing of Technology
and know how
Viterbo, Italia
Buenos Aires 18
Differences between franchising & Licensing
Franchising Licensing
• Can and often does involve significant • Generally regarded as a low to zero equity form
equity involvement in the host country of international association.
• Only part of the entrants business function
• Most, if not all of the entrants business transferred to the local recipient
function transferred to the local recipient
• Entrant generally has limited control over day
• Entrant exerts considerable control over to day activities of contracted parties
independent operatives’ day to day activities
• Individual enterprises established with limited
• Chain of apparently commonly owned common characteristics
enterprises established
.The franchisee is given the rights to use the • In most cases, the licensee does not retain
company's trade name i.e., the franchisee is rights to use the company’s trade name .
not expected to establish its own identity in Instead, the licensee is expected to establish
the market place its own identity in the marketplace
Contract manufacturing/ outsourcing
• In contract manufacturing, the firm’s product is produced in the foreign market
by local producer under contract with the firm. Because the contract covers
only manufacturing, marketing is handled by a sales subsidiary of the firm
which keeps the market control
In a management contract the supplier brings together a package of skills that will provide an
integrated service to the client without incurring the risk and benefit of ownership
The entry mode emphasize the growing importance of the services, business skills &
management expertise as sellable commodities in international trade.
For managed firms management contracts helps them to attain expertise and/or
experience in a new field. For the managing firm, such a contract serves as a source
of income as well as an opportunity to scout a new market and establish the
company or its brand there
Very popular in developing countries which suffer from managerial and skill deficiencies
International alliances
A relationship between two or more companies attempting to
reach joint corporate and market related goals. The
international alliances include;
These three criteria imply that strategic alliances create interdependence between
autonomous economic units, bringing new benefits to the partners in the form of
intangible assets, and obligating them to make continuing contributions to their
partnership.
Disadvantages:
Repatriation of profits may be difficult if local government has control over/stake in the
local joint-venture partner.
Can produce a new competitor: the joint-venture partner
70% of all joint ventures break up within 3.5 years
–the firm risks giving control of its technology to its partner
–the firm may not have the tight control to realize experience curve or location
economies
–shared ownership can lead to conflicts and battles for control if goals and
objectives differ or change over time 28
Joint Venture
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• Lack of trust
• Cultural clash or ‘incompatible chemistry’
• Lack of commitment
• Lack of clear goals and objectives
• Performance risk (change of government, reduced demand,
competition, change in regulations)
• Poor partner selection
• Etc….
WHOLLY OWNED SUBSIDIARIES/ FDIs
• Many organizations prefer to establish their presence in foreign markets with
100%ownership through wholly owned subsidiaries. Under this method,
organizations obtain greater control over operations and higher profits since there
is no ownership split agreement.
• However, such entry method requires large investments and faces higher risks,
especially in the political, legal and economical arenas.
• There are two approaches for the wholly owned subsidiaries entry method; one is
through Mergers and acquisitions and the other through Greenfield investments.
• Greenfield investments means using funds to build an entirely new facility from
scratch
• acquisition approach use its funds to buy existing facilities and operations. This is
done by acquiring the equity of the firm that previously owned the facility.
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Investment
MNE Local Firm
Profit
Foreign Acquisition Cont…d
Advantages Disadvantages
• Access to target’s local • Uncertainty about target’s value
knowledge • Difficulty in “absorbing” acquired
• Control over foreign operations assets
• Control over own technology • Cultural clashes
MNE
Profit