全球营销学课件Ch7 Global market entry stategies

Other Contractual Entry Modes
Other Contractual entry modes include: (1) Contract Manufacturing Entry Mode : A means of enterprises by providing parts and components assembly to foreign companies or to provide detailed specifications by imitation. The enterprises themselves are responsible for marketing. (2) International management contract model : Management companies to foreign companies to assume the form of the contract some or all management tasks, to extract the management fees, some of their profits to a specific price or to purchase the company's stock as a reward. General application in the field of management services (3) International project contracting : enterprises signed contracts with foreign enterprises and the completion of a project, and then the other side of the project delivery approach to access to foreign markets.
case about FDI
Joint Ventures
Advantages Allows for sharing of risk (both financial and political) Provides opportunity to learn new environment Provides opportunity to achieve synergy by combining strengths of partners May be the only way to enter market given barriers to entry Disadvantages Requires more investment than a licensing agreement Must share rewards as well as risks Requires strong coordination Potential for conflict among partners Partner may become a competitor
“猪驮式”出口(Piggy Back Exporting)
罗技鼠标的国际营销战略
Licensing许可经营
A contractual agreement whereby one company (the licensor许可方) makes an asset available to another company (the licensee被许可方) in exchange for royalties, license fees, or some other form of compensation Patent Trade secret Trade mark Product formulations
Global Strategic Partnerships
Background of GSPs formation : Environmental changes: trade barriers have fallen, markets have globalized, consumer needs and wants have converged, product life cycles have shortened, and new communications technologies and trends have emerged. Traditional competitive strategies are relatively obsolete. New strategies will be more environmentally responsive.
Franchising特许经营
Contract between a parent company-franchisor and a franchisee that allows the franchisee to operate a business developed by the franchisor in return for a fee and adherence to franchisewide policies
Advantages to Licensing
For licensors: Steady ROI（return on investment） Provides method of circumventing tariffs, quotas, and other export barriers For licensees: licensees are granted autonomy and are free to adapt goods Licensee can leverage and exploit licensor’s resources
美国喜达屋酒店及度假国际集团的国际营销模式管理输出苏州喜来登新疆喜来登深圳喜来登香港喜来登纽约喜来登亚特兰喜来登新加坡喜来登巴西喜来登中工国际工程承包缅甸曼德勒桥项目缅甸永森甘蔗糖厂项目孟加拉程控交换机项目苏丹泵站灌溉项目广西来宾电厂bot项目法国电力国际公司占60通用电气阿尔卑斯公司占40总投资额616亿美元运营15年后无偿转交给广西政府foreigndirectinvestment对外直接投资partialfullownershipoperationsoutsidehomecountryjointventures合资企业entrystrategysingletargetcountrypartnersshareownershipnewlycreatedbusinessentitycaseaboutfdijointventuresriskbothfinancialprovidesopportunitylearnnewenvironmentprovidesopportunityachievesynergycombiningstrengthsonlywayentermarketgivenbarriersrequiresmoreinvestmentthanlicensingagreementmustsharerewardsrequiresstrongcoordinationconflictamongpartnerspartnermaybecomecompetitorwhollyownedenterprise独资企业startupnewoperationsgreenfieldinvestment新建投资mergeracquisitionma并购existingenterprise
Characteristic of Franchising
Provide franchisors with a reasonable degree of control The franchisor can follow through on marketing of the products to the point of final sale.特许方可以跟踪直至最终销售的全过程营 销。
Possible terms: Collaborative agreements合作协议 Strategic alliances战略联盟 Strategic international alliances国际战略联盟 Global strategic partnerships全球战略伙伴关系
Disadvantages to Licensing
Limited market control, Potential returns from marketing may be lost Licensee may become competitor
case about licensing
Advices in licensing agreements:
Which strategy should be used?
It depends on:

Vision Attitude toward risk How much investment capital is available How much control is desired Entry barrier: tariff and non-tariff barrier, policy barrier
Chapter 7
Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Global market entry mode options:
Exporting Contractual agreement Licensing许可经营 Franchising 特许经营 Contract manufacturing合同制造/ management contract管理合同/ project contracting 工程承包 Foreign Direct Investment (FDI) 对外直接投资 Joint venture 合资企业 Ownership (Wholly owned enterprise)独资企 业 Strategic international alliance
Foreign Direct Investment 对外直接投资
Partial or full ownership of operations outside of home country
Joint Ventures合资企业
Entry strategy for a single target country in which the partners share ownership of a newly-created business entity
美国喜达屋酒店及度假国际集团的国际营销模式 ——管理输出
巴西喜来登
新加坡喜来登
亚特兰喜来登
纽约喜来登
新疆喜来登
苏州喜来登
深圳喜来登
香港喜来登
中工国际（工程承包）
缅甸曼德勒桥项目
缅甸永森甘蔗糖厂项目
苏丹泵站灌溉项目
孟加拉程控交换机项目
广西来宾电厂BOT项目
法国电力国际公司占60%通用电气阿尔卑斯公司占40% 总投资额6.16亿美元，运营15年后无偿转交给广西政府
Three characteristics of Global Strategic Partnerships
Three characteristics of Global Strategic Partnerships
Participants remain independent following formation of the alliance Participants share benefits of alliance as well as control over performance of assigned tasks Participants make ongoing contributi and other key strategic areas
Exporting
Indirect exporting • The company sells to a buyer in the home country who in turn exports the product. Direct exporting • The company sells to a customer in another country
To prevent a licensor-competitor from gaining unilateral benefit, licensing agreements should provide for a cross-technology exchange between all parties. When companies do decide to license, they should sign arrangements that anticipate more extensive market participation in the future. The sales of licensee should be geographicallylimited
Wholly Owned enterprise 独资企业 Start-up of new operations Greenfield investment新建投资 Merger and Acquisition (M&A并购) of an existing enterprise.
Global Strategic Partnerships