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Entering & operating in international markets (Modes of entry…
Entering & operating in international markets
Modes of entry
Indirect exporting
Direct exporting
Joint ventures
Strategic alliances
Global strategic partnerships
Licensing
Franchising
Contract manufacturing
Management contracting
Direct investment
Globalisation vs customisation
Ingredients
Brand name
Marketing communications
Mind set
Thinking globally act locally
Adapting
offerings
communications to local preferences
conditions
local adaptation of marketing mix
Social & cultural trends.
Both Macro & micro environments.
Tailoring to cultural conventions & national contexts
Three main market segment
Premium
Middle-market
Low-end
Difficult to compete
Encourage innovation
Challenages
Lack of operational infrastructure
Weak legal protection for intellectual property
LTD capabilities among suppliers
Unpredictable customers behaviour
Weakening the premium brand image
Ethical issuess
Advertising regulations