Business Models and internationalisation strategy
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How can Create it REAL’s Business Model influence its Internationalization Strategy? By Kris(ne Bezbaile Mara Munk Jensen
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Many SMEs are challenged to implement its business principles. Their success depends on sustaining viability and growth; therefore an innovative approach helps them to identify the core of its business. Osterwalder’s Business Model Canvas translates SME’s expectations into business processes providing a clear focus, and the Business Model Shafer helps enterprises to execute strategic choices. The influence of these two business models on internationalization of SMEs should be displayed by the case of Create it REAL. Create it REAL is active in the 3D printing industry and focuses on developing new technology to improve 3D printers. It is believed that the different business models enables thinking through all the aspects of the company, thus finding the influence on its internationalisation strategy. By merging the findings from Osterwalder’s Business Model Canvas and Business Model Shafer, the thesis underlines the potential way how Create it REAL’s business model influence its internationalisation's strategy.
Transcript of Business Models and internationalisation strategy
How can Create it REAL’s Business Model influence its Internationalization
Strategy?
By Kris(ne Bezbaile Mara Munk Jensen
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Introduc)on Content Marke(ng FAB Technique Distribu(on Channels Conclusion
Contents
Findings from Business Model
Analysis
Business Model excludes marke(ng ac(vi(es.
Lack of clear communica(on of FAB of Create it REAL’s products.
Introduction
Influence on Create it REAL’s interna)onaliza)on Strategy
Lack of brand credibility
internationally.
Create it REAL is challenged in
communicating the features, benefits and advantages to B2C
customer segment.
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Introduc(on Content Marke)ng FAB Technique Distribu(on Channels Conclusion
Contents
“Content marke,ng is a marke,ng technique of crea,ng and distribu,ng valuable, relevant and consistent content to a:ract and acquire
a clearly defined audience – with the objec,ve of driving profitable customer
ac,on”.
What is Content Marketing?
Source: (Pulizzi, 2012)
Why should Create it REAL use Content Marketing?
§ Overload of the informa(on
§ Informa(ve, interes(ng, entertaining
§ Create credibility, deeper engagement
§ Lead conversa(on or purchase
6 Source: (Murdock, 2012)
How should Create it REAL use Content Marketing?
§ Create it REAL’s website
§ Diverse tac(cs of content marke(ng: Blog posts, videos, info-‐graphics, e-‐books
§ Example of case study 7 Source: (Toner & Boroi, 2013)
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Introduc(on Content Marke(ng FAB Technique Distribu(on Channels Conclusion
Contents
§ Sales technique -‐ the seller provides arguments regarding the features, advantages and benefits of the product
The Customer The Seller
§ Helps the customer to understand how the features -‐> advantages -‐> benefits;
§ The customer understands the
product in general and how it can help specifically => the customers want to buy benefits, not features
§ Through lis(ng up the features of the products, the seller can translate them into advantages and benefits of the products => new selling points of the products
FAB Technique-1
Source: (Moncrief & Marshall, 2005)
Feature Advantage Benefit
§ Something that cannot be argued
§ A bridge between the feature and the benefit of a certain product
§ Clear § Risk reduc(on,
saved/enhanced (me or money, adaptability
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FAB Technique-2
Source: (Moncrief & Marshall, 2005)
Feature Advantage Benefit Print speed 450 mm/s Four to eight (mes faster than
the compe((on 4x faster prin(ng
Prin(ng op(ons: ABS/ PLA/ FLEX
Possibility to print with different materials and mix
them together
Stronger materials for the printed objects
Machine dimensions:
38x44x45; weight: 13 kg
Prac(cal but not too small for different prin(ng features
A product that can be adapted
to different 3D prin(ng condi(ons and needs
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FAB Application to Create it REAL
Source: (3D PRINTER & 3D PRINTING NEWS, 2013)
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Introduc(on Content Marke(ng FAB Technique Distribu)on Channels Conclusion
Contents
Distribution Channels of Content Marketing
Company’s Webpage 3D Prin)ng Blogs Social Media
Criteria
Main industry Impact B2B & B2C B2C B2C & B2B
Site Focus
Sharing Content, providing support & user
community
Sharing opinions/ direct forum discussions/
responses to consumers
Sharing of company and industry news/discussions
Impact on Web Traffic ? 200 million ac(ve bloggers
c.A 2,5 bn
13 Sources: (Levy, 2010; Qualman, 2013)
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Introduc(on Content Marke(ng FAB Technique Distribu(on Channels Conclusion
Contents
Conclusion
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RQ: How can Create it REAL’s Business Model influence its interna(onaliza(ons strategy?
Lack of Marke(ng Ac(vi(es
Lack of Communica(on with B2C segment
Content Marke)ng Strategy
Own Website 3DP Blogs Social Media
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Bibliography 3D PRINTER & 3D PRINTING NEWS. (2013) First 3D prin,ng real ,me processor.[Online] Available from: hnp://www.3ders.org/ar(cles/20140718-‐dynamo-‐3d-‐launches-‐super-‐fast-‐d3d-‐one-‐evo-‐3d-‐printer.html [Accessed: 17 of August 2014]. LEVY.R. J (2010). Facebook Marke(ng. 2nd edi(on. United States of America: Person Educa(on, Inc MONCRIEF, C. W. & MARSHALL. W. G (2005) The evolu,on of the seven steps of selling. Elsevier. [Online]. 34 p.13-‐22. Available from: hnp://www.sciencedirect.com.zorac.aub.aau.dk/science/ar(cle/pii/S0019850104000525 [Accessed: 14th August 2014] MURDOCK, T. (2012) Content Marke,ng vs. Social Media Marke,ng: What’s the Difference? [Online] Available from: hnp://contentmarke(ngins(tute.com/2012/02/content-‐marke(ng-‐vs-‐social-‐media-‐marke(ng//[Accessed: 15th August 2014] PULIZZI, J. (2013) B2B Content Marke,ng Research: Strategy is Key to Effec,veness. [Online] Available from: hnp://contentmarke(ngins(tute.com/2013/10/2014-‐b2b-‐content-‐marke(ng-‐research/[Accessed: 13th August 2014] QUALMAN.E. (2013). Socialnomics. 2nd edi(on. United States of America: John Wiley & Sons, Inc. TONER, L & BOROI, D. (2013) Learn how to grow the Brand Awareness. United States of America: HubSpot, Inc.
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