International Market Entry Strategies

Paper Summary:

This paper examines how there are numerous methods of scanning the environment, which include PEST and SWOT analyses and Porter?s Five Forces. It looks at how these are used to detail and critically analyse the main market and industry factors that a company should consider when deciding upon market entry strategies in the global playing field. It dicusses how one of the most important aspects of a firm?s entry strategy is the actual mode of entry and therefore refers to the main modes of exporting, licensing, franchising, joint ventures and wholly owned subsidies (WOS) to illustrate how market and industry factors affect the entry mode choice. Specific reference is given to entering the Japanese market, using Boots, Starbucks, Toys ?R? Us and BMW as case studies.

Outline
Introduction
Market Entry Strategy Decisions
PEST analysis
Political
Economic
Social
Technical
Japan in the Late-1990s
SWOT Analysis
Porter?s Five Forces Model
Conclusions
References
Other sources

From the Paper:

"Many businesses are continually looking to expand and develop their consumer and market base, through the internationalisation of their operations, in order to take advantage of overseas markets. Levels of uncertainty and complexity increase when entering and expanding into more diverse markets outside the home nation, therefore it is crucial that companies have clear strategies (Lim et al., 1996). The decision to enter a new market will be determined by the corporate culture and individual company objectives (Sumrall, 2003), which include the level of resources the company is prepared to commit; the amount of control desired; and the level of risk the company is prepared to take (Tse et al., 1997; Chung and Enderwick, 2001). However, since a company looking to operate internationally will not function in isolation, the external environment should also be considered. The process of environmental scanning, whereby information about the internal and external environment is gathered and analysed, is a vital aid in strategic decision-making (Muralidharan, 2003). Environmental scanning details the many market and industry factors that need to be considered when making decisions on how and when to enter a new market."

More papers on International Market Entry Strategies:

• Analytical Essay # 90319 : "A Market Entry Strategy "
• Dissertation or Thesis # 149948 : "Wal-Mart's International Business"
• Business Plan # 62131 : "International Marketing Strategy"

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