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Todays agenda
Market selection: risk evaluation Selection of entry mode: distribution channel
Hungary India Indonesia Iran Ireland Israel Italy Japan Korea (R.O.K.) Malaysia Mexico Morocco Netherlands Nigeria Norway Pakistan
Peru Philippines Poland Portugal Russia Saudi Arabia Singapore South Africa Spain Sweden Switzerland Taiwan (R.O.C.) Thailand Turkey United Kingdom United States Venezuela
Categories of Markets
A countries: primary markets offering the best opportunities for long-term strategic development B countries: secondary markets where opportunities are there but risk is high C countries: tertiary markets with high risk
Product complexity
International experience
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Firm size
Control
Flexibility
Transaction costs
Intensity of competition
Indirect Exportation
The company chooses intermediaries who will be in charge all/parts of the commercialization process (from doemstic country or from host country) Importer : seller who buys and sells foreign merchandises produced by the exporter under his own name/brand
Own margin (purchasing price selling price) Manages his market, responsible for risk of non-payment Responsible for after-sales services (inventory) Responsible for the products promotion
Indirect exportation
Exporter has NO control on the commercial policy , doesnt know the final customer Exporter is responsible for the risk of nonpayment of the importer:
Carefully select the importers
Technical competences Commercial capacities
Indirect exportation
Exclusive importer: dealer
By contract: information and service obligations of the dealer towards the exporter,in return he gets the exclusivity of territory (exporter engaged not to sell directly on the dealers territory) Exporter controls the commercialization Financial risk concentrated in only 1 partner Reduction of export distribution costs
Indirect exportation
Other intermediaries:
owner intermediaries
Merchant exporter Export management company /export house:
Specialist companies that act as the export department Specialized by product categories (food, catering equipment, machinetools, ) or geographical areas EMCs spread selling, administrative, and transport costs because of economies involved making large shipments of goods from a number of companies Offer far wider exposure for client products at a lower cost
non-owner intermediaries
Commission agent (commissioned at the purchase or the sale) Broker Depositary (importer agent)
Indirect exportation
Other intermediaries:
International development companies
Responsible for all export functions on behalf of the exporter (administrative matters and sales assistance) Monthly fee, attractive for SMEs with limited resources
Direct exportation
The company controls the entire commercialization of its products. From the country of origin or from the host country (settlement) Direct exportation: direct response to foreign customers
Sales on trade fairs Sales through RFP Distance selling, e-commerce
Representatives abroad:
Employee of the export company (from home country or on site) Prospection, ordering, provides the company with information about the market and the customers
Direct exportation
Representation office:
Just an office to represent the brand: no commercial activity
Branch : decentralized service with a legal status based on the local laws
Responsible for the foreign salesforce network Showroom and orders management
Direct exportation
Production subsidiary: production unit of the headquarters settled abroad
Cost reduction: procurement, production, commercialization Covers a greographical area nearby
Agent: in charge of negotiations, contract deals, purchase of products and services on behalf of the export company
Doent belong to the company (mandate contract) Exporter controls the commercialization process
Cooperative exportation
The company exports in cooperation with other companies of the same country, or from the host country. Exporters group: companies put together part of their export activities to take advantage of synergies
Joint financial and human resources, share of costs For SMEs with no international experience, experienced companies wishing to cut their costs Exchange of information Prospection, commercialization
Cooperative exportation
Franchise: concession by company A to company B to sell its products using the brand name A. In return, A gets royalties from B
Obligation of technical assistance technique from A to B (franchiser to franchisee) Franchisee responsible for the operations risk
Types of franchises:
Distribution franchise: products sales Service franchise: transfer of know-how (hospitality, restauration, photocopies, ) Industrial franchise: products manufacturing
Cooperative exportation
Joint-venture:
Joint creation of a new industrial or commercial company by 2 partners from different nationalities Stake in the capital of a foreign company, located in the exportation target market