Xác định / Chọn Thị trường nước ngoài

Ưu điểm / Khuyết điểmPhản ứng chiến lược• Phản ứng chiến lược- Ưu điểm• Chi phí thấp, nhanh, rủi ro thấp, sản phẩm cần thành lập- Nhược điểm• Có thể mất lợi thế người đi đầu tiên• Đối thủ cạnh tranh có thể đánh lừa bạn• Thị trường có thể không phù hợp với chu kỳ sống của sản phẩmNghe
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Xác định / Chọn Thị trường nước ngoàiStep 3: Identify / Select Foreign Markets• 3 Largest markets for U.S. Products are Canada, Japan & Mexico – May or may not be best market for your product – Then how do you choose? Market Selection Strategies• Reactive – choose markets with demonstrated success – Use past sales – Past leads – Competitive sales – Participation in Trade shows – Discussions with Industry Experts• Proactive – choose market based on independent analysis – Global Indicators – Trade Barriers – Tariff Barriers – Non tariff Barriers Advantages/Disadvantages Reactive Strategy• Reactive Strategy – Pros • Low cost, fast, low-risk, product need established – Cons • May lose first mover advantage • Competitors may mislead you • Market may not match your product’s life cycleMarket Selection Model (Proactive)1. Develop indicators to assess market (s)2. Rate indicators3. Weight each indicator4. Compare countries Analyze results Market Selection ModelCountry Indicator 1 Weight Points Indicator 2 Weight Points Indicator 3 Weight Points TotalCountry1Country2Key – Identify Best Indicators• Global Environment Indicators – Demographic – Macroeconomic – Government Policies – Environmental – Industry Specific Indicators Suitable for Global Assessment (Figure 4.2 Foley,2004)• Demographic Indicators – Population including growth and density – Gender makeup – Literacy rate – Education levels – Age distribution – Per capita income and distribution – Receptivity to U.S./foreign products – Social considrations such as religion, taboos, – Language Indicators Suitable for Global Assessment (Figure 4.2 Foley,2004)• Macroeconomic Indicators• GDP• GDP growth• Inflation rate Indicators Suitable for Global Assessment (Figure 4.2 Foley,2004)• Government Policies – Import tariffs – Currency exchange controls – Non tariff trade barriers (technical standadrs, labeling requirements, documentation) – Intellectual property rights protection (patents, copyrights, trademarks, trade secrets) – Political risk (stability) – Investment policies and protections – Labor practices and restrictions – Taxation Indicators Suitable for Global Assessment (Figure 4.2 Foley,2004)• Environmental Indicators – Climate – Geography – Infrastructure (transportation, telecommunications) Indicators Suitable for Global Assessment (Figure 4.2 Foley,2004)• Industry Indicators – Entry barriers (obstacles such as local branding, access to distribution, expected retaliation) – Rivalry (number of competitors, intensity of the competition, market shares) – Supplier power (concentration of suppliers, switching costs) – Buyer power (maturity of distirbution channel, access to consumer) – Substitute products (use of products not directly competing but used as a substitute) – Growth of the industry – Stability of the industry – Risks of the industry Narrow List of Indicators• Market Size• Market Growth• Market Accessibility• Economic Stability• Political Climate• Cultural Climate• Environmental Factors• Geographical Factors Market Size• When examining market size, look at the overall population. Then, estimate the percent of potential buyers within that population. Look at the numbers that suggest how much the population spends on this type of import. While doing so, identify if there are domestic or international competitors already providing a similar product. If there are, what is the production rate of each? If possible, determine the price your competitors are charging, and compare your products price and quality against theirs.• Entering smaller markets where few competitors have set up shop may give you the opportunity to start at the ground floor and grow with the market. However, if you enter smaller markets beware of the barriers you may encounter as a result (e.g., transportation and political infrastructure problems).• In researching demographics, look at the unemployment trends and educational levels of consumers in the target market. The more sophisticated the target market, the more difficult it may be to compete. Also identify the language and dialects spoken within a particular Market Growth• Examining the growth of the market over the last few years will tell you if it is consistently growing or shrinking. Look at the last three to five years of import history for your product (if available) within a given market. Also look at trends and growth forecasts. What do they tell you about the market and ...