Strategi Untuk Menganalisis Dan Memasuki Pasar Asing
Strategi Untuk Menganalisis Dan Memasuki Pasar Asing
Strategi Untuk Menganalisis Dan Memasuki Pasar Asing
MENGANALISIS
DAN MEMASUKI
PASAR ASING
2021
Foreign Market Analysis
Assessment
Evaluation
Selection
Assessing Alternative Foreign Markets
Market Potential
Assessment
Levels of Competition
Sociocultural Influences
Evaluating Costs, Benefits, and Risks
Direct Costs
Costs
Opportunity Costs
Evaluating Costs, Benefits, and Risks
Sales and Profits
Foreclosing of Markets
Competitive Advantage
New Technology
Synergy
Evaluating Costs, Benefits, and Risks
Exchange-Rate Fluctuations
Operating Complexity
Risks
Political Risks
Choosing an Entry Mode
Choosing an Entry Mode
Ownership
Advantages
Location
Decision Advantages
Factors Internalization
Advantages
Other Factors
Exporting to Foreign Markets
Primary Advantages of exporting Primary Disadvantages of exporting
• Relatively low financial • Vulnerability to tariffs
exposure and nontariff barriers
• Permit gradual market • Logistical complexities
entry
• Potential conflicts with
• Acquire knowledge
distributors
about local market
• Avoid restrictions on
foreign investment
Exporting to Foreign Markets (Cont.)
Proactive
Motivations
Exportin
g Reactive
Motivations
Forms of Exporting: Indirect Exporting
Forms of Exporting: Direct Exporting
Forms of Exporting: : Intracorporate Transfers
Additional Considerations
• Government Policies
• Marketing Concerns
• Logistical Considerations
• Distribution Issues
Export Intermediaries
EMCs
Commission
Take Title to
Agents for
Goods
Exporters
Webb-Pomerene Association
• Manufacturers’ Agents
• Manufacturers’ Export Agents
• Export and Import Brokers
• Freight Forwarders
International Licensing
Basic Issues in International Licensing
Advantages Disadvantages
• Low Financial Risk • Limited Market Opportu
• Market Assessment nities
• Sales Opportunities • Potential Litigation
• Competitive Issues
International Franchising
Trademarks, Process, Product Reputations, Services
Franchisor Franchisee
Fee
Basic Issues in International Franchising
Advantages Disadvantages
• Product and System • Shared Revenues
• Low-Cost Expansion • Increased Complexity
• Learning Opportunities • Quality Control
Specialized Entry Modes for International
Business
• Contract Manufacturing
• Management Contracts
• Turnkey Projects
Foreign Direct Investment
• Advantages
– Select the most useful site
– Construct modern facilities
– Reap economic development incentives
– Start with a clean slate
– Get acclimated to new business culture
Greenfield Strategy
• Disadvantages
– Implementation takes time and patience
– Location may be costly or unavailable
– Must deal with government regulations
– Must recruit and train a local workforce
– May be stigmatized as a “foreign firm”
Acquisition Strategy
Advantages Disadvantages
• Control Over the Firm’s • Assumes the Firm’s Liabil
Resources ities
• Generates Immediate Re • Inherits Unresolved Probl
venues ems
• Adds No New Capacity t • Requires Substantial Up-
o the Industry Front Spending
Joint Ventures