全球营销英文版版教学课件第9章.pptx
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《全球营销英文版版教学课件第9章.pptx》由用户(晟晟文业)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 全球 营销 英文 教学 课件
- 资源描述:
-
1、Global MarketingGlobal MarketingGlobal Market Entry Strategies:Licensing,Investment and Strategic AlliancesChapter 99-1Learning ObjectivesLicensing and forms of foreign investmentsGlobal strategic partnershipsAsian cooperativesVirtual corporationMarket expansion strategiesIn 2012,Starbucks had 18,00
2、0 cafes in 62 countries and sales of$13.3 billion.Its goal is to reach 40,000 units worldwide.9-2Investment Cost of Marketing Entry Strategies9-3Which Strategy Should Be Used?It depends on:Vision Attitude toward risk Available investment capital How much control is desired9-4Licensing A contractual
3、agreement whereby one company(the licensor)makes an asset available to another company(the licensee)in exchange for royalties,license fees,or some other form of compensation Patent Trade secret Brand name Product formulations9-5Advantages to Licensing Provides additional profitability with little in
4、itial investment Provides method of circumventing tariffs,quotas,and other export barriers Attractive ROI Low costs to implement License agreements should have cross-technology agreements to share developments and create competitive advantage for each party9-6Disadvantages to Licensing Limited parti
5、cipation Returns may be lost Lack of control Licensee may become competitor Licensee may exploit company resources9-7Special Licensing Arrangements Contract manufacturing Company provides technical specifications to a subcontractor or local manufacturer Allows company to specialize in product design
6、 while contractors accept responsibility for manufacturing facilities Franchising 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 franchise-wide policies9-8Franchising Ques
7、tions Will local consumers buy your product?How tough is the local competition?Does the government respect trademark and franchiser rights?Can your profits be easily repatriated?Can you buy all the supplies you need locally?Is commercial space available and are rents affordable?Are your local partne
8、rs financially sound and do they understand the basics of franchising?9-9Investment Partial or full ownership of operations outside of home country Foreign Direct Investment(FDI)Forms Joint ventures Minority or majority equity stakes Outright acquisitionIKEA spent$2 billion to enter Russia.9-10Joint
9、 Ventures Entry strategy for a single target country in which the partners share ownership of a newly-created business entity Builds upon each partners strengths Examples:Budweiser and Kirin(Japan),GM and Toyota,GM and Daewoo in S.Korea,Ford and Mazda,Chrysler and BMW9-11Joint Ventures Advantages Al
10、lows for risk sharingfinancial 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 entryDisadvantagesRequires more investment than a licensing agreementMust share
11、rewards as well as risksRequires strong coordinationPotential for conflict among partnersPartner may become a competitor9-12Investment viaDirect Foreign Investment Start-up of new operations Greenfield operations or Greenfield investment Merger with an existing enterprise Acquisition of an existing
12、enterprise Examples:Volkswagen,70%stake in Skoda Motors,Czech Republic(equity),Honda,$550 million auto assembly plant in Indiana(new operations)9-13Examples of Market Entry&Expansion by Joint Venture9-14Examples of Equity Stake9-15Global Strategic Partnerships Possible terms:Collaborative agreements
展开阅读全文