thời gian cần thiết để trở thành thành lập thay đổi đáng kể với mỗi phương pháp nhập cảnh. Lợi nhuận và mức độ rủi ro, bao gồm cả các vấn đề như tỷ lệ phần trăm được thực hiện bởi các đại lý, nhà phân phối trung gian khác, quan | SALES MARKETING AND BRAND MANAGEMENT DECISIONS Other things to consider when deciding how to enter a market include the speed and timing of entry as the time required to become established varies considerably with each entry method. Profitability and level of risk including such matters as the percentage taken by agents distributors or other intermediaries are important. Trade and economic issues including tariffs stability and infrastructure and political issues such as legal restraints on ownership or business activities may also be decisive in determining the method of market entry. The strategic importance of the market and its potential are significant in the choice of entry method. If the market is seen as having substantial growth potential and value this would suggest a larger and more direct presence in order to exercise greater control. The availability cost and skills of staff required in the new market may be relevant as may the level of experience that the organisation possesses. The expertise and finance needed to implement the strategy will also influence the decision on how where and when to enter new markets. Selling decisions Sales decisions are tough and unforgiving as one wrong move can easily hand the initiative to competitors. Moreover customers perceptions once formed can be difficult to alter. Decisions should be informed by an understanding of and feel for how customers will react to a proposition a commitment to service and a focus on profitability. It is often difficult to apply these principles but there are several useful ways to keep sales decisions on track B View the situation from another perspective ideally the customer s. B Prepare a plan of action an approach that will deliver success. B Avoid basing decisions about customers on assumptions. Sustaining a productive dialogue with customers is more beneficial giving greater insights of a higher quality. B Share information and insights about customers throughout the organisation as
