Đang chuẩn bị liên kết để tải về tài liệu:
Lecture International marketing: Strategy and theory - Chapter 9: Foreign market entry strategies

This chapter is devoted to a coverage of the various market entry strategies. Some of these techniques – such as exporting, licensing, and management contracts – are indirect in the sense that they require no investment overseas. | Chapter 9 Foreign Market Entry Strategies Chapter Outline Foreign Direct Investment (FDI) Exporting Licensing Management Contract Joint Venture Manufacturing Chapter Outline Assembly Operations Turnkey Operations Acquisition Strategic Alliances Analysis of Entry Strategies Free Trade Zones (FTZs) Foreign Market Entry Strategies Indirect Strategies - Exporting - Licensing - Management Contract - Turnkey Operations Foreign Market Entry Strategies Foreign Direct Investment (FDI) Strategies - Acquisition vs. Greenfield - Assembly vs. Manufacturing - Sole Venture vs. Joint Venture Exporting Advantages - simple - low risk Disadvantages - low profit - trade barriers - difficult when home currency is strong Licensing Advantages - quick expansion (entry) when capital is scarce - very low risk - allowing host country to gain technology and create jobs - allowing host country and licensee to keep most profit - circumventing trade barriers Licensing Disadvantages - very low profit - licensee becoming future competitor - licensee's poor performance - difficulty in terminating licensing agreement Management Contract Advantages - minimum investment - minimum political and economic risks Disadvantages - low profit (management fee as compensation) Joint Venture Advantages - maximizing profit while minimizing risk - sharing of resources - allowing host country to gain technology and create jobs - circumventing trade barriers - local partner's market knowledge - local partner's political connections Joint Venture Disadvantages - conflict with partner - sharing of profit - loss of control - difficulty in terminating relationship Local Manufacturing Advantages - job creation for host country - host country gaining resources (capital and technology) - low trade barriers - higher profit - utilization of local labor - host country's economic incentives Local Manufacturing Disadvantages - expropriation risk - large capital investment Assembly Operations Advantages - circumventing trade . | Chapter 9 Foreign Market Entry Strategies Chapter Outline Foreign Direct Investment (FDI) Exporting Licensing Management Contract Joint Venture Manufacturing Chapter Outline Assembly Operations Turnkey Operations Acquisition Strategic Alliances Analysis of Entry Strategies Free Trade Zones (FTZs) Foreign Market Entry Strategies Indirect Strategies - Exporting - Licensing - Management Contract - Turnkey Operations Foreign Market Entry Strategies Foreign Direct Investment (FDI) Strategies - Acquisition vs. Greenfield - Assembly vs. Manufacturing - Sole Venture vs. Joint Venture Exporting Advantages - simple - low risk Disadvantages - low profit - trade barriers - difficult when home currency is strong Licensing Advantages - quick expansion (entry) when capital is scarce - very low risk - allowing host country to gain technology and create jobs - allowing host country and licensee to keep most profit - circumventing trade barriers Licensing Disadvantages - very low profit - licensee .