Please enable JavaScript.
Coggle requires JavaScript to display documents.
Entering and Operating in international markets (Modes of Entry (Indirect…
Entering and Operating in international markets
Modes of Entry
Indirect Exporting
Global Strategic Partnerships
Licensing
Direct Exporting
Contract Manufacturing
Joint Ventures
Franchising
Strategic Alliances
Globalisation versus customisation
Standardisation and Adaptation continuum
Must find a balance
Marketing communications must be adapted
Language can make standardisation less viable
Countries have different advertising regulations
Cultural differences - taste, humour
Transporting goods adds to cost
Cheaper versions of a product in other countries to save cost
Differences in infrastructure
Entering emerging markets
Premium segment
Customers with high purchasing power
Middle-market segment
Mid-level income
Low-end segment
Basic products at a meagre price
Dubiel and Ernst (2013)
As premium markets shrink , 'good enough' markets are becoming more attractive