1. INTERNATIONAL MARKETING MANAGEMENT
SESSION 5
TIMING AND SEQUENCING OF MARKET ENTRY 1

2. Firm’s Strategic Orientation Competitive posture Resources
Country 1
Market Characteristics
Country Risk/Opportunities
Product Market Potential
Degree of market integration/location
Country 2
Choice of Markets
Incremental vs. Simultaneous
Concentration vs. Diversification
Proactive vs. Follower
Country 3
Country 4
Country 5
Competitor Market Choice Decision
Industry Structure
Country N
Competitor Strategy 2

3. CHOICES IN MARKET ENTRY DECISIONS
Speed: Incremental vs. Simultaneous Entry
Geographic Targeting: Concentration vs. Diversification
Competitive Position: Pro-active vs. Follower 3

4. A CONCENTRATED ENTRY STRATEGY
Belgium
Italy
France
Netherlands
Germany
United Kingdom 4

5. A DIVERSIFIED ENTRY STRATEGY
Japan
Australia
South Africa
Spain
Mexico
Brazil 5

6. PRO-ACTIVE ENTRY STRATEGIES
PRE-EMPTION: Enter markets before competition to capture first entrant advantage.
CONFRONTATION: Enter a key competitor’s market(s) to challenge and contain its position.
BUILD-UP: Enter neutral markets to accumulate experience and build market share. 6

7. Preemption is high-risk, but may pay off.
SUMMARY
Importance of adopting a dynamic, strategic approach to international market entry.
Preemption is high-risk, but may pay off.
“Followers” need to be fast and learn from “first entrants.” 7