Summary study book International business of Radha Jethu-Ramsoedh, Maud Hendrickx - ISBN: 9789001805036, Edition: 1, Year of publication: 2011 (Finished with an 8)
Summary Chapter 6
6.1
Product life cycle = Because of the ever shorter life cycle of products, companies need help to bring
new products onto (op de) the world market as quickly as possible
6.1.1 Market entry strategy
Market entry strategy = Companies enter into all types of strategic cooperation (samen werken)
when accessing foreign markets. The goal is to defend, strengthen and expand the company’s
competiveness (doel = concurrentievermogen te versterken).
The strategy must be in keeping with the international stategy and the requirements of the market in
the foreign country (internationale strategie moet overeenkomen met eisen van de markt in het
buitenland).
A company often enters a foreign market via:
1. Import or export of the product/service
2. Contractual cooperation or strategic alliance
3. Direct investment
There are a limited choice in marketing entry strategies emerging economies. With the reason that
they are relatively low level of education as well cultural differences (omdat ze laag geschoold
zijn/culturele verschillen)
The demand for the product may be great but purchasing power may be small. Maybe there are
difference about culture, climate, currencies are sometimes weak or unusable (zwak of niks waard)
and consumer behavior (inkoop gedrag). There are a lot of competitions as a new supplier.
The options also depend on the following decisions:
1. Are you aiming (gericht) at a small or large market share?
2. Will the product be brought onto the foreign market continually or just incidentally? (gebruik
is die constant of af en toe?)
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