Export Planning
How to write an international marketing plan
Chapter 6: Export market strategy and entry options
Internationalisation of the firm
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Learning objectives (learning tasks)
Ch. 6
At the end of the chapter you are able to:
1.
describe the export market strategy of a company;
2.
determine different export market entry - options;
3.
understand the need for a market entry risk analysis;
4.
compare the different market entry options and choice of market entry;
5.
prepare the 2nd review gate decision to finalise the ‘Export Audit – phase’
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Three main types of country risks
• Country risks (political, economical, financial, socio-cultural)
• Marketing and market control risks
• Supply chain and payment risks
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Institute _II_BPM
Joris Leeman© , 2010
Export Planning
Chapter review questions
(10 min.)
1.
What are the three main elements to describe the export market strategy of a firm?
2.
Which of two main elements can be used to create the nine strategic windows?
3.
Name at least eight different export market entry – options. What are the
advantages and disadvantages of each option?
4.
What are three market entry risk factors which are commonly used?
Which risk factor is hardly used? And why?
5.
What is the difference between an agent and a distributor?
6.
Explain in your own words the export market entry – decision plot and
export market entry – evaluation table.
Export Planning
Institute _II_BPM
Joris Leeman© , 2010