Published by Routledge 2013 MARKET ENTRY TACTICS CHAPTER 7 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

Market Entry Considerations Fig. 7.1 Environmental factors Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

Product Market Expansion Fig. 7.2 Product market expansion guide Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

Published by Routledge 2013 Success Factors Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

Entering Foreign Markets Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

Choosing Foreign Markets Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

Choosing Foreign Markets Fig. 7.3 Foreign market entry consideration Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

Published by Routledge 2013 Entry Strategy Uppsala model – stages of development. Transaction cost analysis – firm keeps what it can do cost-effectively, subcontracts everything else. Location-specific factors: culture, economy, political situation, etc. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

Published by Routledge 2013 Networking Three components of networking: Actors Activities Resources Two types of networks: Social network Business network Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

Entry Strategy Alternatives Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

Entry Strategy Alternatives Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

Entry Strategy Alternatives Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

Characteristics of Strategic Alliances The participants remain independent after forming the alliance. The participants share the benefits of the alliance as well as control over performance. The participants make ongoing contributions in technology, products, and in other key areas. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 13

Reasons for Strategic Alliances Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 14

Published by Routledge 2013 Partner Profile 15 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

Alliance Success Factors Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 16

Selecting the Entry Strategy Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 17

Published by Routledge 2013 Summary Economic, demographic, competitive, political/legal, technological and social factors operate to affect market entry. Firms can take current or new products to current or new markets. Technology is both a key driver and a key success factor. Positive management attitudes toward foreign markets entry are critical to success. Choosing the correct market and the correct entry strategy is an iterative process. Basic entry strategies for foreign markets are exporting, investment or contract. Blocked markets require a long-term approach. Careful selection of the partner and clear goals and communications are prerequisites to success. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 18