International Marketing and Management. Lecture 4. Lecture themes. Modes of Entry into International Markets Market Segmentation Channel and Place Decisions. Stages of the international market entry. Country identification Preliminary screening In-depth screening Final selection
Modes of Entry into International Markets
Channel and Place Decisions
High control modes of entry also offer high returns.
opt for a shared/low control mode.
This can be in the form of exporting, contracts, joint ventures or strategic alliances. The returns are moderate in the low control mode.
Strategic alliances is a term that describes a whole series of different relationships between companies that market internationally.
Essentially, Strategic Alliances are non-equity based agreements i.e. companies remain independent and separate.
People who have
Some products are both industrial and consumer goods – electricity, water, desktop PCs
Segments should be:
International segmentation – procedures:
The standard country segmentation procedure classifies prospect countries on
Brand as an intrinsic part of the local culture
The three basic criteria for targeting the markets:
Product positioning is nothing but creating a favorable impression of the product against the competitor's products in the minds of customers.
Factors contributing to the success of an organization at the global level:
Before entering a foreign country, a service organization needs to check if
- it has sufficient resources to venture into the market,
- the mode of entry is appropriate,
- the demand in the market is adequate,
- the management style is appropriate,
- it has the right people to deal with suppliers and the local authorities.