Marketing and Entry Strategies
When an organization has made a decision to enter an overseas market, there are a variety of options open to it.
These options vary with cost, risk & the degree of control which can be exercised over them. One of the most important
strategic decisions in international business is the mode of entering the foreign market.
A market entry strategy is the planned method of delivering goods or services to a target market and distributing them there.
When importing or exporting services, it refers to establishing and managing contracts in a foreign country.
An organization willing to “go international”faces 3 major issues.
• Marketing – which countries, which segments, how to manage, how to enter, with what information.
• Sourcing – whether to obtain products, make or buy.
• Investment & Control – Joint Venture, global partner, acquisition.
Keywords - Organization, Marketing, Marketing Mix, Market Entry Strategies, Customer