Professional Documents
Culture Documents
H
A
P
T
E
R
EIGHT
Marketing Strategies
for
New Market Entries
McGraw-Hill/Irwin
o Growth
o Sales increase at a progressively faster rate
o Shakeout
o Growth rate decreases resulting in strong price
competition
o Mature
o Net adoption rate holds steady
o Decline
o Sales rate declines
8-2
Exhibit 8.1
Life cycle
extension
Profit/unit
Introduction
Sales
Maturity
Decline or
extension
Competitive
Growth turbulence
Time (years)
8-3
Exhibit 8.3
Strategic Market
Objective
Investments
Profits
Cash Flow
Introduction
Moderate to
high for
R&D, capacity,
working
capital, and
marketing
(sales and
advertising)
Highly
negative
Highly
negative
Growth
Increase competitive
position
High to very
high
High
Negative
Shakeout
Improve/solidify
competitive
position
Moderate
Low to
moderate
Low to
moderate
Mature
Maintain position
Low
Low
Moderate
8-4
8-5
8-6
Exhibit 8.4
20%
New-to-the world
products
26%
26%
Revisions/
Improvements to
existing products
Additions to existing
product lines
11%
7%
Repositionings
Cost reductions
Low
Low
High
Newness to the market
Source: New Products Management for the 1980s (New York: Booz, Allen & Hamilton, 1982). Reprinted by permission.
8-7
Pioneer Strategy
o Potential sources of competitive advantage
o
o
o
o
o
o
o
8-9
Follower Strategy
o Possible advantages:
o Ability to take advantage of:
o Pioneers positioning mistakes
o Pioneers product mistakes
o Pioneers marketing mistakes
o Latest technology
o Pioneers limited resources
8-10
Exhibit 8.8
Successful
pioneers
Successful fast
followers
Successful late
entrants
8-11
8-12
8-13
8-14
Exporting
o Simplest way to enter foreign market
o Export merchants
o Buy and sell products overseas for their
own account
o Export agents
o Sell on a commission basis
o Cooperative organizations
o Export for several producers
8-15
Contractual Agreements
o Nonequity arrangements involving
transfer of technology to an entity in a
foreign country
o Licensing
o Firm offers the right to use its intangible
assets in exchange for royalties
o Franchising
o Grants the right to use the companys
name, trademarks, and technology
8-16
o Coproduction
o Involves a companys providing technical know-how
and components
o Countertrade
o Includes barter, compensation packages,
counterpurchase, and a buyback arrangement
8-17
Direct Investment
o Allows the parent organization to
retain total control of the overseas
operation
o Joint ventures
o Involve a joint ownership arrangement to
produce or market goods in a foreign
country
o Sole ownership
o Involves setting up a production facility in
a foreign country
8-18