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  3. Katholieke Universiteit Leuven (KU Leuven)
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  5. Handelswetenschappen Master
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  7. Managing internationalisation

Lecture notes

Class notes 6 managing internationalisation

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  • Module
  • Managing internationalisation
  • Institution
  • Katholieke Universiteit Leuven (KU Leuven)

Notities van de zesde les managing internationalisation van het academiejaar . Verwerking van de powerpoint en uitleg in de les alsook de video cases van die lessen. Notes from sixth class Managing Internationalisation lessons of the academic year. Processing of the powerpoint and explanations ...

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Document information

  • November 9, 2022
  • 8
  • 2022/2023
  • Lecture notes
  • F. de beule
  • 1 to 6

Subjects

  • antwerpen
  • filip de beule
  • handelswetenschappen
  • les 6
  • class 6
  • kul
  • master handelswetenschappen
  • managing internationalisation

Written for

  • Katholieke Universiteit Leuven (KU Leuven)
  • Handelswetenschappen Master
  • Managing internationalisation
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LES 6: International market selection
Internationalization strategies
New market entry basically has three questions  Depending upon internationalization motive and
activity
 When to internationalize?
o Decision between first mover or late mover to new market
 How to internationalize?
o Enter in large scale or small scale depends on firms’ resources and commitment
 Where to internationalize?
o Which market more attractive seeking balance between benefits, costs, and risks




OBJECTIVES:
 Define international location selection and identify the problems in achieving it
 Explore how international managers screen potential locations using secondary and primary
data (criteria)
 Realize the importance of segmentation in the formulation of international market selection
 Choose among alternative market expansion strategies

Op het examen geen algemene criteria geven!!!!

VIDEO CASE: Incom Leone
 Slovinian company that makes icecream

Introduction:
 Ben & jerry’s is a social enterprise  they also focus on people, not only on profit and were
bought by Unilever because of how rich the enterprise was
 Unilever changes the name in every country they go to, they change it to the local market.
 You could argue that global internationalization is good, but they change the name because
of the meaning of the name in the local languages. The name is different because also the
taste is different, so it is to differentiate.
 Heineken en InBev are very different, because Heineken has just one kind of beer and InBev
has like 10 different beers, so that is why it changes its name.

What type of manufacturer is Incom Leone?
 B2B
 White label
 Private label
 Contract manufacturing (produce to specification of the client)  develop design and
customize (firms who manufacture have their own skills)  brand manufacturing (produce
their own brand)




Les 6 08/11/2022 Pagina 1 van 8

, Which market selection criteria should Incom Leone consider in market selection?
 Richer countries: custom products could be quite expensive
 GDP per capita
 Ice cream consumption: total sales used to measure
 Number of competitors and who they are can be very important
 Climate: number of hours of sunshine
 Also the seasonality is important because when there is sun all year long and it is hot, you
will have to produce every month of the year for that country
 Dairy consumption in the country
 Flavor
 Use surveys to get to know the preferences
 Tourism in a country can be important in some countries

Criteria for Incom Leone
 Difficult market entry
o Why?
• They are so big, so once you get in you can make a lot of profit
 Secondry market
o Why?
• Because the others forget about those markets
• It can be easier to acces
 Food regulations
o Knowing about them it very difficult
 Sanitary rules
o …
 Innovativeness
o Given that you want to bring products to the market
o This is something you can measure
o Try to relate it to the industry
 Distribution channels on micro level
 Economics of scale
o You have to develop a whole supply chain before going abroad

Key learning points:
 The market selection process involves consideration of multilevel criteria.
 The market selection criteria mix and prioritisation differ across firms.
 Insight into business practices in diverse markets can result in product, service or process
innovations.
 Strategic market diversification can reduce risks, generate stable revenues, and promote
continuous growth.

Locational decision making process




Les 6 08/11/2022 Pagina 2 van 8

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