Global Marketing Management

Strategies MemasukiPasar global dan ekspansi

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Tujuan pembelajaran:

Mengidentifikasi kriteria sleksi pasaran luar negeriMemahami alternatif pasar yang dapat dimasuki perusahaan.Mengenal aktivitas ekspor sebagai sebuah proses pengembangan dari waktu ke waktuMemahami strategi memasuki pasar yang berbeda: sourcing, lisensi,investasi & kepemilikan

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Decision Criteria for IB

Political riskMarket accessFactor cost & conditionsShipping considerationCountry infrastructureForeign Exchange

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Selesi Pasar Asing

... Harus didasarkan pada beberapa kriteria:Karkteristik pasarAspek biayaRancangan undang-undangtarif, kewajiban & batasan non-tarif

dalamperdaganganTingkat kepentingan kriteria seleksitergantung pada berbagai industri dan pasar

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Kritria Selesi Pasar

1. Potensi pasar2. Akses memasuki pasar3. Biaya pengiriman dan waktu4. Tingkatan penilaian & Qualitaskompetisi5. Pelayanan6. Kesesuaian produk

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Prtanyaan kritis untuk profil pasar produk: The 9 W´s1. Siapa pembeli produk kita? 2. Siapa yang tidak membeli produk kita? 3. Kebutuhan apa atau fungsi apa yang dipenuhi dengan produk kita?4. masalah apa yang dipecahkan oleh produk kita?5. Apa yang dibeli konsumen saat ini untuk memuaskan kebutuhan atau

memecahkan masalah dimana produk kita ditargetkan6. Berapa harga yang mempu dibayar untuk produk yang dibeli saat ini?7. Kapan rpoduk kita dibeli?8. Dimana produk kita dibeli?9. Mengapa produk kita dibeli?

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A Multi-Stage Selection Process Approx. 150

countries

Markets which drop outdue to restrictions („must“criteria)

Markets which are filtered out based on a first set ofselection criteria

Markets which are filtered out based on a second set ofselection criteria

Potential foreigntarget markets

Source: adapted from D.J.G. Schneider, and R.U. Müller, DatenbankgestützteMarktselektion: Eine methodische Basis fürInternationalisierungs-strategien, Stuttgart, 1989

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Visiting the Potential Market

... is essential after assessment & selection of potential market(s) goals:

to confirm (or contradict) assumptions regarding market potentialto gather additional (primary) datato develop a marketing plan in co-operation with the local agent or distributor

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Production Abroad

Ownership and Control

Licensing Franchising Management Contracts

Equity Joint Ventures

Ownership &Strategic Alliances

0

0 100 %

100 %

Control

Ow

ners

hip

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Direct Exporting

Direct market representationvia wholesalers or retailers or directly to the consumers

Independent representationindependent distributor

Piggyback marketingdistribution through another distributor´s channel

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Exporting: A Developmental ProcessStages of the firm 1. ... is unwilling to export.2. ... fills unsolicited export orders (export seller).3. ... explores the feasibility of exporting (may bypass stage 2).4. ... exports to one or more markets on a trial basis.5. ... is an experienced exporter to one or more markets.6. ... pursues country or region focused marketing.7. ... evaluates the global market potential. All markets, domestic &

international, are regarded as equally worthy of consideration.

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Export-Related Problems

LogisticsLegal procedureServicing exportsSales promotionForeign market intelligence

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Sourcing Decision Factors

1. Factor costs & conditions2. Logistics3. Country infrastructure4. Political risk5. Market access6. Exchange rate, availability &

convertibility of local money

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Licensing

“contractual arrangement whereby one company (licensor) makes an asset available to another company (licensee) in exchange for royalties, license fees or other form of compensation”

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Franchising

A form of licensing

“a company permits its name, logo, cultural design and operations to be used in establishing a new firm or store.”

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Joint Ventures

Company run by two or more partner firmsRisk is shared and different value chain strengths are combinedInfluence depends on degree of ownershipGood opportunity to build on local know-howJV finds greater acceptance by local authorities

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Wholly-owned Subsidiaries/Acquisition

Represents the most extensive engagement abroadSubsidiary is either established through the creation of a new facility or the acquisition of an existing firmCompany has complete decision power & control Investor achieves greater flexibility In many countries majority or 100% ownership by foreign companies is forbidden

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Strategi Perluasan Pasar

Narrow focus: concentrated markets/concentrated countriesCountry focus: diverse markets/concentrated countriesCountry diversification: concentrated markets/diverse countriesGlobal diversification: diverse markets/diverse countries

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Ringkasan

Pemilihan pasar luar yang potensial harusdidasarkan pada evaluasi kriteria yang mempengaruhi potensi keberhasilan di luar negeridisecra teliti; seperti potensi pasar, kemudahanmemasuki pasar, atau kesesuaian product . Sekali pasar luarnegri yang potensial dipilih, perusahaan harus memutuskan untuk memasukipaar tersebut company has to decide how to enter this market.