CHAPTER NINE: Global Market Entry Strategies: Licensing, Investment, and

Strategic Alliances
In relation to your chosen organization;
1. Examine the wide range of market entry strategies, considering advantages and
disadvantages.
2. Show that alternatives can be ranked on a continuum representing increased
levels of
investment, commitment, and risk.
3. Explore licensing and two specialized forms of licensing, contract manufacturing,
and
franchising.
4. Demonstrate market expansion strategies represented in matrix form: country
and market
concentration, country concentration and market diversification, country
diversification and
market concentration, and country and market diversification.

Market Entry Strategies

Market entry strategies refers to the delivery of goods and services to a target
market through various methods that comprises of licensing, franchising, contract
manufacturing, joint ventures and many other strategies depending the level of risk
and company involvement. Each strategy involves different steps and procedures
that should be ideal to the market selected. Before entering a market a company
should consider company objectives and expectations, size and financial resources,
existing foreign market involvement, skills, abilities and attitudes of management,
the nature and power of the competition, the nature of the product or service itself
and the timing of the move relative to competitors (Doole and Lowe, 2001)
Exporting