Download - Internationalization Process
INTERNATIONALIZATION
NETHERLAND
ENGLAND
2
Section header
ENTRY
MODES BUSINESS
ENVIRONMENT
INTERNATIO
NALIZATION
• Resources • Organization • Risk-Taking • Flexibility • Use of
information
SME MARKETING MIX
• Motives for Internationalization
• External Environment
• Internal Environment
• Internal
factors • External
factors • Desired
Modes • Transaction-
specific
• Export • Intermediary • Hierarchical
FACTORS OF ENTRY MODES
• Product • Price • Promotion • Place
3 INTERNATIONALIZATION PROCESS
4 A Gap present itself between: The Internationalization Process and the Launch of the project
FINDING THE RIGHT
PART NERS
5
Steps to take:
Step 1: Seek & Select your partners
Step 2: How to get their Attention
Step 3: Managing the Partnership
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Step 1: Seek & Select Partners
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Audio Visual
Event Organiser
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These organization represents a target for ST
because they are responsible for providing event equipment during an event.
END USER
Clear & Common Vision
Shared Objectives
Mutual Needs
Shared Risk
Shared Reward
SUCCESSFUL PARTNERSHIP
Shared Decision-making
Measurable Goals
Mutual Trust
Shared Control
Cultural Compatibility
Critical Success Factors affecting partnerships (Biggs, 2006)
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Pareto Distribution predicts that 80% of any large number (wealth, taxes etc.) will be generated by 20% of the population. – www.betterexplained.com
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5. Shared Reward
4. Shared Risk
10. Cultural Compatibility 3. Mutual Needs
2. Shared Objectives
1. Clear & Common Vision 9. Shared Control
8. Mutual Trust
7. Measurable Goals
6. Shared Decision-making
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Rather than two level division a four level breakout is implemented to provide granularity and to identify and focus on ‘’opportunistic’’ partners www.hawkeyechannel.com
TIER 1
TIER 2
TIER 3
TIER 4
20% Partners 80% Revenue
80% Partners 20% Revenue
45% Partners 45% Revenue
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Step 2: Get Their Attention
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DESIRE D INTEREST ATTENTION A ACTION I A
Are you talking to me? Why are you talking to me?
Good idea, but do I really need it?
What will I have to do to get it?
Regardless if you are selling B2B or B2C, these four strategies must be present to start the sales process, which is also the commencement of the choice buying process.
Gain
DESIRE
Build up trust
Added value that creates
LOYALTY
Emails & calls
Make
ACTION
Contact Negotiation,
Training Provision
Fly to the UK!
Raise
INTEREST
Why ST is a great
partner, What
benefits they can get
Emails & calls
Attract
ATTENTION
What ST is, The USPs,
Partnership Invitation
Emails & calls
Manage the Partnership
Partnership Model
Adding Value
Partnership Roles
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Partner A: ‘’Client’’ Partner B:
‘’Distributor/agent’’
• Product specific knowledge and experience
• Product Training
• Support resellers and costumer admin
• Selling & Buying
• Cost Transfer
• Add Value through customization
• Role as banks
• Post sale service & support
• Information transfer
Partnership Roles
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• Transportation • On-Time Delivery • Availability • Price
Surface Value
Competitive Value
Buyer/Seller contest for value
Cooperative Value
Buyer/Seller eliminate waste, look for value
Waterline Value
• Quality • Responsiveness • Storage and inventory • Service • Speed
• Warranty • Damage Reduction • Taxes
Below Waterline
value
Co-Creative Value
Buyer/Seller work to create new value or add other value enhansing elements
• Costumer satisfaction/dissatisfaction
• Corporate reputation • Innovation • Continuous Improvements
• Warranty • Damage Reduction • Taxes • Agility/Flexibility/Adaptability • Other unexpected factors
The Value Iceberg Analogy
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Conclusion
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SME
Business Environment
Entry Modes
Marketing Mix
Find & Manage the right partners
New Market
NETHERLANDS