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Samenvatting Export Management (IMK)
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Samenvatting voor TT Exportmanagement IBL Blok 9 IMK
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27-10-2015 ExportManagement
Samenvatting IBL Blok 9
Martje Logemann
HANZEHOGESCHOOL
,INHOUD
1 Export in Europees en mondiaal perspectief ................................................................................................... 4
1.1 Exporteren en de Nederlandse exportsituatie nader gedefinieerd ...................................................... 4
1.1.1 Exporteren, wederinvoer, wederuitvoer en doorvoer ..................................................................... 4
1.1.2 De internationale Handel ..................................................................................................................... 4
1.1.3 Global sourcing ...................................................................................................................................... 4
1.2 Handelspolitiek en de Europese Unie .......................................................................................................... 5
1.2.1 Vrijhandelspolitiek ................................................................................................................................... 5
1.2.2 Protectie ................................................................................................................................................... 6
1.2.3 Vormen van protectionisme ................................................................................................................ 6
2 Export, een structurele aanpak ........................................................................................................................... 7
2.1 De perlmutter-theorie en het internationaliseringsproces ....................................................................... 7
2.1.1 De interactie tussen de internationaliseringstypen en de diverse ondernemingsfuncties ....... 8
2.1.2 Motieven voor internationalisering in relatie tot het type onderneming ..................................... 8
2.1.3 Marketingfuncties in het proces van internationalisering ............................................................... 9
2.1.4 Strategische businessunits (SBU) en internationalisering ................................................................ 10
2.1.5 Motieven om de thuismarkt te verlaten ........................................................................................... 10
2.2 Structurele exportaanpak ............................................................................................................................ 11
3 Onderzoek en selectie van buitenlandse markten ....................................................................................... 12
3.1 Groeistrategieën en internationale marketing/global marketing ........................................................ 12
3.2 Groeistrategie en segmenteren .................................................................................................................12
3.2.1 Segmentatiecriteria/ segmentatievariabelen ................................................................................13
3.2.2 Doelmarktbepaling: drie segmentatiestrategieën ........................................................................13
3.3 Doelgroepbepaling en positionering ........................................................................................................14
3.3.1 Positionering ..........................................................................................................................................14
3.4 Product/ marktcombinaties (PMC’S) en product/ markt / technologiecombinaties (PMT’S) ........14
3.5 Segmentatie en landen- en/of regioselectie ........................................................................................... 15
3.6 Landen- regioselectiemodel ....................................................................................................................... 15
3.6.1 Filtercriteria.............................................................................................................................................15
3.6.2 Factorscoremethode ........................................................................................................................... 17
3.7 Het geschikte exportland voor segmentatie ........................................................................................... 17
4 Exportplanning ..................................................................................................................................................... 17
4.1 Planning........................................................................................................................................................... 17
4.1.1 Exportplanning; wat en hoe? .............................................................................................................17
4.1.2 Exportmanagement en exportmarketing ........................................................................................ 17
4.1.3 Constant verandering ......................................................................................................................... 18
4.2 Ondernemingsplanning ............................................................................................................................... 18
4.2.1 Reputatie, missie, visie en MVO .........................................................................................................18
4.3 Strategieontwikkeling ....................................................................................................................................19
4.3.1 De interne analyse ............................................................................................................................... 19
4.3.2 De externe analyse .............................................................................................................................. 19
1
, 4.3.3 De SWOT-analyse .................................................................................................................................19
4.4 Strategietest 1: De ondernemingsstrategie .............................................................................................. 19
4.5 Het exportbeleidsplan ..................................................................................................................................19
4.6 De exportmarketingmix ................................................................................................................................ 20
4.7 De exportmarketingstrategie ...................................................................................................................... 20
4.7.1 Invulling van de exportmarketingstrategie ...................................................................................... 20
4.8 Doelgroepwaarde ........................................................................................................................................20
4.8.1 Van exportmarketingmix naar positionering ...................................................................................21
4.8.2 De structuur van het exportmarketingplan ..................................................................................... 21
4.8.3 Exportpromotie .....................................................................................................................................21
4.9 Implementatie en interne marketing .........................................................................................................21
4.9.1 Interne Marketing .................................................................................................................................21
5 De keuze van de entreestrategie ..................................................................................................................... 21
5.1 Manieren van exporteren en entreestrategieën ..................................................................................... 21
5.1.1 Uitgangspunten voor een entreestrategie ...................................................................................... 21
5.1.2 Een strategie kiezen ............................................................................................................................. 22
5.2 Indirecte export .............................................................................................................................................22
5.2.1 Handelsagent .......................................................................................................................................22
5.2.2 De importerende wederverkoper en/of groothandel ..................................................................23
5.2.3 Handelshuis/Groothandel...................................................................................................................23
5.2.4 Piggyback ..............................................................................................................................................24
5.2.5 Joint selling.............................................................................................................................................24
5.2.6 Exportcombinatie .................................................................................................................................24
5.2.7 Internationale joint venture ................................................................................................................25
5.3 Produceren in het buitenland ..................................................................................................................... 25
5.3.1 Licentie ...................................................................................................................................................25
5.3.2 Franchising .............................................................................................................................................26
5.3.3 Contract manufactoring ....................................................................................................................26
5.3.4 Assembleren ..........................................................................................................................................26
5.4 E-commerce ...................................................................................................................................................26
5.4.1 E-commerce in relatie met entreestrategie ....................................................................................26
5.5 Fusies en overnames .....................................................................................................................................27
5.6 Strategische allianties ...................................................................................................................................27
7 Logistiek en douanebeleid bij export ...................................................................................................................27
7.1 Logistiek op strategisch niveau ....................................................................................................................... 27
7.7.1 Bedrijfsresultaten en logistiek ....................................................................................................................28
7.1.2 Logistiek bij export ......................................................................................................................................28
7.1.3 Trends in internationale logistiek ..............................................................................................................28
7.3 Logistiek op tactisch niveau ............................................................................................................................ 29
7.3.1 Tussenpersonen...........................................................................................................................................29
7.3.2 Incoterms ..................................................................................................................................................... 30
7.3.3 ICT en logistiek.............................................................................................................................................33
2
, 7.3.4 Customer service ........................................................................................................................................33
3
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