1. 1 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Chapter Outline  Why Companies Expand into Foreign Markets  Cross-Country Differences  The Competitive Environment: Multi-country or Global Competition?  Strategy Options for Entering and Competing in Foreign Markets  Pursuing Competitive Advantage by Competing Multinationally  Profit Sanctuaries, Cross-Market Subsidization, and Global Offensives  Strategic Alliances and Joint Ventures with Foreign Partners  Competing in Emerging Foreign Markets  Strategies for Local Companies in Emerging Markets

2. 2 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright What Is the Motivation for Competing Internationally? Gain access to new customers Capitalize on resource strengths and competencies Help achieve lower costs Spread business risk across wider market base Obtain access to valuable natural resources

3. 3 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright International vs. Global Competition International or Multinational Competitor Company operates in a select few foreign countries, with modest ambitions to expand further Global Competitor Company markets products in 50 to 100 countries and is expanding operations into additional country markets annually

4. 4 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Cross-Country Differences in Cultural, Demographic, and Market Conditions  Cultures and lifestyles differ among countries  Differences in market demographics  Variations in manufacturing and distribution costs  Fluctuating exchange rates  Differences in host government trade policies =

5. 5 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright How Markets Differ from Country to Country  Consumer tastes and preferences  Consumer buying habits  Market size and growth potential  Distribution channels  Driving forces  Competitive pressures One of the biggest concerns of companies competing in foreign markets is whether to customize their product offerings in each different country market to match the tastes and preferences of local buyers or whether to offer a mostly standardized product worldwide.

6. 6 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Potential Locational Advantages Stemming from Cost Variations Among Countries  Manufacturing costs vary based on  Wage rates  Worker productivity  Natural resource availability  Inflation rates  Energy costs  Tax rates  Quality of a country’s business environment  Clustering of suppliers, trade associations, and makers of complementary products

7. 7 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Differences in Host Government Trade Policies  Local content requirements  Import tariffs or quotas  Restrictions on exports  Regulations regarding prices of imports  Other regulations  Technical standards  Product certification  Prior approval of capital spending projects  Withdrawal of funds from country  Minority ownership by local citizens

8. 8 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Multi-country Competition Global Competition Two Primary Patterns of International Competition

9. 9 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright  Each country market is self-contained  Competition in one country market is independent of competition in other country markets  Rivals competing in one country market differ from set of rivals competing in another country market  Rivals vie for national market leadership  No “international” market, just a collection of country markets Characteristics of Multi-Country Competition

10. 10 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Characteristics of Global Competition  Competitive conditions across country markets are strongly linked together  Many of same rivals compete in many of the same country markets  Rivals vie for worldwide leadership  A true international market exists  A firm’s competitive position in one country is affected by its position in other countries  Competitive advantage (or disadvantage) is based on a firm’s world-wide operations and overall global standing

11. 11 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Strategy Options for International Markets  Exporting  Licensing  Franchising strategy  Multi-country strategy  Global strategy based on  Low cost  Differentiation  Best-cost  Focusing  Strategic alliances or joint ventures

12. 12 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Pursuing Competitive Advantage by Competing Multinationally  Three ways to gain competitive advantage 1. Locating activities among nations to lower costs or achieve greater product differentiation 2. Efficient/effective transfer of competitively valuable competencies and capabilities from domestic to foreign markets 3. Coordinating dispersed activities in ways a domestic-only competitor cannot

13. 13 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright What Are Profit Sanctuaries?  Profit sanctuaries are country markets where a firm  Has a strong or protected market position and  Derives substantial profits  Generally, a firm’s most strategically crucial profit sanctuary is its home market Profit sanctuaries are a valuable competitive asset in global industries!

14. 14 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright What Is Cross-Market Subsidization?  Involves supporting competitive offensives in one market with resources/profits diverted from operations in other markets  Competitive power of cross-market subsidization results from a multinational firm’s ability to  Draw upon its organizational resources and profits in other country markets to help mount an attack on single-market or one-country rivals and try to lure away their customers with lower prices, discount promotions, heavy advertising, or other offensive tactics

15. 15 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright  Cooperative agreements / strategic alliances with foreign companies are a means to  Enter a foreign market or  Strengthen a firm’s competitiveness in world markets  Purpose of alliances  Joint research efforts  Technology-sharing  Joint use of production or distribution facilities  Marketing / promoting one another’s products Achieving Global Competitiveness via Cooperation

16. 16 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Characteristics of Competing in Emerging Foreign Markets  Tailoring products for the big, emerging markets often involves  Making more than minor product changes and  Becoming more familiar with the local cultures  Companies have to attract buyers with bargain prices as well as better products  Specially designed and/or specially packaged products may be needed to accommodate local market circumstances  Management team must usually consist of a mix of expatriate and local managers

17. 17 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Strategies for Local Companies in Emerging Markets  Optimal strategic approach hinges on  Whether a firm’s competitive assets are suitable only for the home market or can be transferred abroad  Whether industry pressures to move toward global competition are strong or weak

18. 18 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright Industry Pressures to Globalize Resources and Competitive Capabilities Dodge Rivals by Shifting to a New Business Model or Market Niche Initiate Actions to Contend on a Global Level Defend by Using “Home-field” Advantages Transfer Company Expertise to Cross-Border Markets Tailored for Home Market Transferable to Other Countries Low High Source: Adapted from Niroj Dawar & Tony Frost, “Competing with Giants: Survival Strategies for Local Companies in Emerging Markets,” Harvard Business Review, 77 No. 1 (Jan.-Feb. 1999), p. 122 Figure 6.1: Strategy Options for Local Companies in Competing Against Global Challengers