Download Global Marketing Management A European Perspective

Global Marketing Management
Strategies Memasuki
Pasar global dan ekspansi
Tujuan pembelajaran:
Mengidentifikasi kriteria sleksi pasaran luar negeri
Memahami alternatif pasar yang dapat dimasuki
perusahaan.
Mengenal aktivitas ekspor sebagai sebuah proses
pengembangan dari waktu ke waktu
Memahami strategi memasuki pasar yang berbeda:
sourcing, lisensi,investasi & kepemilikan
Keegan: Global Marketing Management
Chapter 8 / 2
Decision Criteria for IB
Political risk
Market access
Factor cost & conditions
Shipping consideration
Country infrastructure
Foreign Exchange
Keegan: Global Marketing Management
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Selesi Pasar Asing
... Harus didasarkan pada beberapa kriteria:
Karkteristik pasar
Aspek biaya
Rancangan undang-undang
tarif, kewajiban & batasan non-tarif
dalamperdagangan
Tingkat kepentingan kriteria seleksi
tergantung pada berbagai industri dan pasar
Keegan: Global Marketing Management
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Kritria Selesi Pasar
1. Potensi pasar
2. Akses memasuki pasar
3. Biaya pengiriman dan waktu
4. Tingkatan penilaian & Qualitas
kompetisi
5. Pelayanan
6. Kesesuaian produk
Keegan: Global Marketing Management
Chapter 8 / 5
Prtanyaan kritis untuk profil pasar
produk: The 9 W´s
1.
2.
3.
4.
5.
6.
7.
8.
9.
Siapa pembeli produk kita?
Siapa yang tidak membeli produk kita?
Kebutuhan apa atau fungsi apa yang dipenuhi dengan produk kita?
masalah apa yang dipecahkan oleh produk kita?
Apa yang dibeli konsumen saat ini untuk memuaskan kebutuhan atau
memecahkan masalah dimana produk kita ditargetkan
Berapa harga yang mempu dibayar untuk produk yang dibeli saat ini?
Kapan rpoduk kita dibeli?
Dimana produk kita dibeli?
Mengapa produk kita dibeli?
Keegan: Global Marketing Management
Chapter 8 / 6
A Multi-Stage Selection Process
Approx. 150
countries
Markets which drop out
due to restrictions („must“
criteria)
Source: adapted from D.J.G. Schneider, and
R.U. Müller, Datenbankgestützte
Marktselektion: Eine methodische Basis für
Internationalisierungs-strategien, Stuttgart,
1989
Markets which are filtered out
based on a first set of
selection criteria
Markets which are filtered out
based on a second set of
selection criteria
Potential foreign
target markets
Keegan: Global Marketing Management
Chapter 8 / 7
Visiting the Potential Market
... is essential after assessment & selection of
potential market(s)
goals:
to confirm (or contradict) assumptions regarding
market potential
to gather additional (primary) data
to develop a marketing plan in co-operation with the
local agent or distributor
Keegan: Global Marketing Management
Chapter 8 / 8
Production Abroad
100 %
Ownership &
Strategic Alliances
Ownership
Ownership and
Control
Equity Joint Ventures
Licensing
Franchising
0
0
Control
Keegan: Global Marketing Management
Management
Contracts
100 %
Chapter 8 / 9
Direct Exporting
Direct market representation
via wholesalers or retailers or directly to the consumers
Independent representation
independent distributor
Piggyback marketing
distribution through another distributor´s channel
Keegan: Global Marketing Management
Chapter 8 / 10
Exporting: A Developmental Process
Stages 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.
Keegan: Global Marketing Management
Chapter 8 / 11
Export-Related Problems
Logistics
Legal procedure
Servicing exports
Sales promotion
Foreign market intelligence
Keegan: Global Marketing Management
Chapter 8 / 12
Sourcing Decision Factors
1.
2.
3.
4.
5.
6.
Factor costs & conditions
Logistics
Country infrastructure
Political risk
Market access
Exchange rate, availability &
convertibility of local money
Keegan: Global Marketing Management
Chapter 8 / 13
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”
Keegan: Global Marketing Management
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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.”
Keegan: Global Marketing Management
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Joint Ventures
Company run by two or more partner firms
Risk is shared and different value chain strengths are
combined
Influence depends on degree of ownership
Good opportunity to build on local know-how
JV finds greater acceptance by local authorities
Keegan: Global Marketing Management
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Wholly-owned
Subsidiaries/Acquisition
Represents the most extensive engagement abroad
Subsidiary is either established through the creation of a
new facility or the acquisition of an existing firm
Company has complete decision power & control
Investor achieves greater flexibility
In many countries majority or 100% ownership by
foreign companies is forbidden
Keegan: Global Marketing Management
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Strategi Perluasan Pasar
Narrow focus: concentrated
markets/concentrated countries
Country focus: diverse
markets/concentrated countries
Country diversification: concentrated
markets/diverse countries
Global diversification: diverse
markets/diverse countries
Keegan: Global Marketing Management
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Ringkasan
Pemilihan pasar luar yang potensial harus
didasarkan pada evaluasi kriteria yang
mempengaruhi potensi keberhasilan di luar negeri
disecra teliti; seperti potensi pasar, kemudahan
memasuki pasar, atau kesesuaian product .
Sekali pasar luarnegri yang potensial dipilih,
perusahaan harus memutuskan untuk memasuki
paar tersebut company has to decide how to enter
this market.
Keegan: Global Marketing Management
Chapter 8 / 19