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Samenvatting Internationaal ondernemen
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Een samenvatting van internationaal ondernemen.
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Internationaal ondernemenInhoudsopgave
1 HET INTERNATIONALISERINGSPROCES...........................................................................................3
1.1 DE INTERNATIONALE OMGEVING........................................................................................................3
1.1.1 ECONOMISCHE OMGEVING...................................................................................................................3
1.1.2 DEMOGRAFISCHE OMGEVING................................................................................................................5
1.1.3 POLITIEK-JURIDISCHE OMGEVING...........................................................................................................6
1.1.4 CONCURRENTIËLE OMGEVING...............................................................................................................8
1.1.5 CULTURELE OMGEVING........................................................................................................................8
1.1.6 RELIGIE...........................................................................................................................................10
1.1.7 TECHNOLOGISCHE OMGEVING.............................................................................................................11
1.2 AL DAN NIET NAAR HET BUITENLAND................................................................................................11
1.2.1 MOTIEVEN......................................................................................................................................11
1.2.2 HINDERNISSEN.................................................................................................................................11
1.3 WELKE MARKT BETREDEN OF IN WELKE MARKT ACTIEF BLIJVEN...............................................................12
1.3.1 ANALYSETECHNIEKEN MARKTSELECTIE...................................................................................................12
1.3.2 MARKTCONCENTRATIE OF -SPREIDING..................................................................................................12
1.3.3 VERSCHILLENDE PLANNINGSMODELLEN.................................................................................................13
1.4 MARKTINFORMATIE EN -ONDERZOEK................................................................................................14
1.4.1 SECUNDAIRE INFORMATIE...................................................................................................................14
1.4.2 PRIMAIRE INFORMATIE......................................................................................................................15
1.4.3 HUIDIGE TRENDS..............................................................................................................................15
1.5 OP WELKE MANIER DE MARKT BETREDEN...........................................................................................15
1.5.1 EXPORT..........................................................................................................................................15
1.5.2 STRATEGISCHE ALLIANTIE....................................................................................................................16
1.5.3 DIRECTE BUITENLANDSE INVESTERINGEN...............................................................................................17
2 DE UITBOUW VAN EEN INTERNATIONAAL MARKETINGPROGRAMMA.........................................17
2.1 PRODUCT...................................................................................................................................18
2.1.1 PRODUCTBEPALING...........................................................................................................................18
2.1.2 PRODUCTSTRATEGIE..........................................................................................................................18
2.1.3 PRODUCTASSORTIMENT.....................................................................................................................20
2.1.4 PRODUCTMARKTONDERZOEK..............................................................................................................20
2.2 PRIJS.........................................................................................................................................20
2.2.1 BEÏNVLOEDENDE OMGEVINGSFACTOREN...............................................................................................20
2.2.2 VERSCHILLENDE METHODES VAN PRIJSZETTING.......................................................................................21
2.2.3 SPECIFIEKE EXPORTSTRATEGIEËN..........................................................................................................21
2.2.4 PRIJSZETTINGRELATIE TOV THUISMARKT................................................................................................21
2.2.5 OVERIGE TOPICS...............................................................................................................................22
2.3 PROMOTIE..................................................................................................................................22
2.3.1 DE BEÏNVLOEDENDE OMGEVINGSFACTOREN...........................................................................................22
2.3.2 ONTWIKKELING VAN MARKETINGCOMMUNICATIEPLAN.............................................................................23
2.3.3 STRATEGISCHE KEUZEMOGELIJKHEDEN..................................................................................................23
2
,2.3.4 COMMUNICATIE-INSTRUMENTEN.........................................................................................................23
2.3.5 AWARDS.........................................................................................................................................24
2.4 DISTRIBUTIE................................................................................................................................24
2.4.1 DE BEÏNVLOEDENDE OMGEVINGSFACTOREN...........................................................................................24
2.4.2 DE STRUCTUUR VAN DE DISTRIBUTIEKANALEN........................................................................................24
2.4.3 TRENDS..........................................................................................................................................25
2.5 PERSONEEL.................................................................................................................................25
2
, 1 Het internationaliseringsproces
1.1 De internationale omgeving
Bestaat uit: economisch, demografisch, politiek-juridisch, concurrentieel, cultureel, religie,
technologische omgeving
1.1.1 Economische omgeving
Economisch ontwikkelingsniveau (EXAMENVRAAG)
Vier soorten economie:
Bestaanseconomie
o Economie die op zichzelf gekeerd is
o Hoofdzaak = kweken van voedsel
zien dat mensen overleven
Grondstofexporterende economie
o Heel veel Afrikaanse landen (werden geplunderd)
o Investeren in mijnen om die producten te exporteren
Industrialiserende economie
o = ontwikkelingslanden/groeilanden
o Bv India – fenomenaal aan het groeien op allerlei vlakken, merken van verschil
rijkdom en armoede
Industriële economie
o Onze economie (in België – Amerika - …)
De meeste economieën starten in bestaans export industrialiserend industrieel
Rijkdom in jaar 1:
Vooral Azië, niet het westen
Rijkdom in het jaar 1900
Verschoven naar het westen, Amerika aan het groeien, India kleiner maar China blijft
2
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