Export Planning How to write an international marketing plan
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Transcript of Export Planning How to write an international marketing plan
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export PlanningHow to write an international marketing plan
Internationalisation of the firm
Chapter 4: Country Analysis and Selection
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export PlanningLearning objectives (learning tasks) Ch. 4
At the end of the chapter you are able to:
1. Describe the three phase filter – model as an approach to analyse and select foreign countries/markets;
2. Explain the criteria of the first filter: the pre-filter which provides a rough scan of the market;
3. Explain the criteria of the second filter: filter 1 which provides a detailed analysis of the DESTEP environment of potential countries;
4. Explain the criteria of the third filter: filter 2 which provides a detailed market analysis of the most interesting countries/markets;
5. Prepare a proposal for choosing which country(ies) to start the market entry strategy with.
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export PlanningIKEA case
Country Year Number of Stores
Sweden 1958 16Norway 1963 5Denmark 1969 4Switzerland 1973 6Germany 1974 40Australia 1981 3Canada 1976 11Austria 1977 6The Netherlands 1978 11France 1983 18Belgium 1984 6USA 1985 29UK 1987 13Italy 1989 13Hungary 1990 2Poland 1991 7Czech Republic 1991 4Slovakia 1995 1Finland 1996 2Spain (mainland) 1996 9China (PRC) 1998 4Russia 2000 8Portugal 2004 1Japan 2006 2
Country Number ofStores
Australia 2Greece 2Hong Kong 3Iceland 1Israel 1Kuwait 1Malaysia 1The Netherlands 1Romania 1Saudi Arabia 2Singapore 2Spain 4Taiwan 4Turkey 1United Arab Emirates 2USA 1
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Country Analysis Example PUMA
Target: South America
12 countries
Middle and low level of economic
development
Unstable political and economical
situation in most countries
Lack of information about markets
Non-English domestic resources
Source: P.Kabanov a.o., students HAN University
Export Planning Institute _II_BPM Joris Leeman© , 2010
Pre-Filter SelectionFACTORS:
Human development;Environmental (disaster) factors;Import duties and sea delivery costFootball association presence
Pre-Filter Result
Argentina Chile
BrazilUruguay
Venezuela
Colombia Peru
Paraguay
EcuadorSuriname
GuyanaBolivia
1,95
3,95
5,95
7,95
Source: P.Kabanov a.o., students HAN University
Export Planning Institute _II_BPM Joris Leeman© , 2010
Filter 1 Selection
Filter 1 Result
Chile BrazilArgentina
Colombia
Uruguay Peru
Venezuela
Paraguay
2,8
3,8
4,8
5,8
6,8
FACTORS:
Political riskSocial structureGDP growth and sizeConsumptionExchange rateInflationPorts information
Source: P.Kabanov a.o., students HAN University
Export Planning Institute _II_BPM Joris Leeman© , 2010
Filter 2
Criteria Weight Argentina Brazil Chile
Potential market size (population) 0,2 21,930,540 99,327,027 9,786,759
Potential market size (value), billion $ 0,2 26.38 73.95 12.50
Inflation direction 0,1 moderate growth stable stable
Import duties 0,2 20% 35% 6%
National football team sponsor 0,1 Adidas Nike Brooks
Main competitors representativeness 0,2 6 10 6
Sum of weighted score 1,8 1,7 1,8
Rank by sum 2 1 2
Result BEST
First country for expansion in South America is BrazilSource: P.Kabanov a.o., students HAN University
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export Planning Institute _II_BPM Joris Leeman© , 2010
Export PlanningChapter review questions (10 min.)
1. What are the three steps of the Export Audit – phase? Name the steps and explain them.
2. Explain the three phase filter-model for country analysis and selection
3. Explain the criteria of the filter-model per phase.
4. What is a BERI-analysis / index? Explain and motivate your answer.
5. How could you apply the GE – matrix for country selection?