GLOBAL

MARKETING
Contemporary Theory, Practice, and Cases
Second Edition
Ilan Alon, Eugene Jaffe, Christine Prange and
Donata Vianelli

Part II Chapter 7
“Entering Global
Market”
1
 Introduction
Beberapa alasan untuk go
international adalah :
karakteristik pasar domestik;

penelitian tentang sumber laba baru;

menambah keunggulan kompetitif perusahaan;

mendiversifikasi dan memperbesar pasar untuk melindungi dari

krisis ekonomi;

mengikuti pelanggan yang pergi ke luar negeri;

mencari sumber daya di pasar luar negeri.

2
 METODE
MEMASUKI
PASAR
INTERNASIO
3
 MODE EKSPOR
Merupakan strategi dimana
perusahaan menjual produknya ke
luar negeri
Indirect Export :
perusahaan memanfaatkan jasa agen ekspor atau trading
companies, atau bisa pula menjual kepada kantor
penjualan organisasi asing (luar negeri) yang berlokasi di
pasar domestic perusahaan yang bersangkutan

Perusahaan
Kantor
Perusahaan eksportir dagang (trading
pembelian
companies)

Konsorsium Perantara
ekspor (brokers)

Direct Export :
Perusahaan dapat secara langsung melakukan penjualan di
pasar luar negeri melalui perwakilan penjualan perusahaan
atau distributor

4
 Proses
Pemilihan
Distributor,
Manajemen
Saluran, dan
Kontrol
5
 INTERMEDIATE MODES WITH CONTRACT-BASED AGREEMENTS
Contract – based : perjanjian non-ekuitas sehingga tidak ada investasi dalam risiko modal

• proses pemindahan hak-hak produk perusahaan ke perusahaan asing untuk tujuan menghasilkan atau
International menjual.
• Contohnya : Benetton menggunakan lisensi untuk berekspansi secara internasional pada Olimpiade
Licensing 2008 di Cina, Benetton meluncurkan parfum dengan Selective Beauty, seorang pemegang lisensi Cina

• Di bawah waralaba internasional, perusahaan (pemilik waralaba) memasuki pasar perusahaan asing
International dengan memberikan hak pengoperasian bisnis kepada perusahaan independen asing (pemegang hak
waralaba).
Franchising • Contohnya : McDonald, Dunkin 'Donuts, Holiday Inn, Hard Rock Cafe

Piggyback

6
 INTERMEDIATE ENTRY MODES
INTERMEDIATE MODES WITH
CONTRACT-BASED AGREEMENTS

Di pasar yang jauh secara budaya mempunyai hambatan masuk yang tinggi, berbasis
model ekspor dapat membatasi pertumbuhan jangka panjang perusahaan. Dengan
ekspor, variabel kontrol sangat penting karena perantara selalu memfilter kontak
langsung dengan perusahaan asing di pasar lokal, sulit bagi perusahaan untuk
memperkuat dan / atau berkembang dengan kehadiran brand sendiri. Perusahaan
dapat mengandalkan mitra lokal untuk mengamankan kehadiran mereka di pasar
asing. Kepemilikan dan kontrol dapat dibagi antara perusahaan dan mitra lokal
termasuk risikonya.

7
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam
ex eros utinam, ut alii saepe dignissim
usu.

8
 GIANT TEMPLATE

Text Here Text Here Text Here Text Here

Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum

dolor sit amet, dolor sit amet, dolor sit amet, dolor sit amet,

9
 Lorem ipsum dolor sit amet, animal
conceptam te his, legimus inimicus
dissentiet at sed, cum an idque
possit percipitur. Reque accusamus
has cu. Eam ex eros utinam, ut alii
GIANT
saepe dignissim usu.
TEMPLATE

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
10 dissentiet at sed
 Lorem ipsum dolor sit amet, animal
conceptam te his, legimus inimicus
dissentiet at sed

11
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam ex eros utinam, ut
alii saepe dignissim usu.

12
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam ex eros utinam, ut
alii saepe dignissim usu.

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam ex eros utinam, ut
alii saepe dignissim usu.
13
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque
possit percipitur. Reque accusamus has cu. Eam ex
eros utinam, ut alii saepe dignissim usu.

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque
possit percipitur. Reque accusamus has cu. Eam ex
eros utinam, ut alii saepe dignissim usu.

14
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed

15
 Lorem ipsum dolor sit amet,
animal conceptam te his,
legimus inimicus dissentiet
at sed, cum an idque possit
percipitur. Reque accusamus
has cu. Eam ex eros utinam,
ut alii saepe dignissim usu.

GIANT
TEMPLATE
16
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam
ex eros utinam, ut alii saepe dignissim usu.

17
 Giant Template
Presentation
Lorem ipsum dolor sit amet, animal conceptam te his, legimus inimicus dissentiet at sed, cum an idque possit percipitur. Reque
accusamus has cu. Eam ex eros utinam, ut alii saepe dignissim usu.
18
 GIANT
TEMPLATE

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam ex eros utinam, ut
alii saepe dignissim usu.

Lorem ipsum dolor sit amet, animal conceptam te his,

legimus inimicus dissentiet at sed, cum an idque possit
percipitur. Reque accusamus has cu. Eam ex eros utinam, ut
alii saepe dignissim usu.

19
 GIANT
Lorem ipsum dolor sit amet, animal conceptam te
TEMPLATE
his, legimus inimicus dissentiet at sed, cum an
idque possit percipitur. Reque accusamus has cu.
Eam ex eros utinam, ut alii saepe dignissim usu.

20
 GIANT TEMPLATE
Lorem ipsum dolor sit amet, animal conceptam te
his, legimus inimicus dissentiet at sed, cum an
idque possit percipitur. Reque accusamus has cu.
Eam ex eros utinam, ut alii saepe dignissim usu.

Lorem ipsum dolor sit amet, animal conceptam te

his, legimus inimicus dissentiet at sed, cum an
idque possit percipitur. Reque accusamus has cu.
Eam ex eros utinam, ut alii saepe dignissim usu.

Text Here

21
 Giant Template
Presentation
Lorem ipsum dolor sit amet, animal conceptam te his, legimus inimicus dissentiet at sed, cum an idque possit percipitur.
Reque accusamus has cu. Eam ex eros utinam, ut alii saepe dignissim usu.

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
animal conceptam te his, animal conceptam te his, animal conceptam te his, animal conceptam te his,
legimus inimicus dissentiet legimus inimicus dissentiet legimus inimicus dissentiet legimus inimicus dissentiet
at sed at sed at sed at sed

22
 GIANT TEMPLATE

23
 Lorem ipsum dolor sit amet, animal
2019 conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

2018 conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

2017 conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

GIANT
2016 conceptam te his, legimus inimicus
dissentiet at sed TEMPLATE
24
 GIANT TEMPLATE

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
Lorem ipsum dolor sit amet, animal dissentiet at sed
conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed
Lorem ipsum dolor sit amet, animal
conceptam te his, legimus inimicus
dissentiet at sed

25
 GIANT TEMPLATE

Lorem ipsum dolor sit amet, animal

2019 conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

2018 conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
2017 dissentiet at sed

Lorem ipsum dolor sit amet, animal

2016 conceptam te his, legimus inimicus
dissentiet at sed 2019 2018 2017 2016

26
 GIANT TEMPLATE

2017 2018 2019

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
animal conceptam te his, animal conceptam te his, animal conceptam te his,
legimus inimicus dissentiet legimus inimicus dissentiet legimus inimicus dissentiet
at sed at sed at sed

27
 GIANT TEMPLATE
Lorem ipsum dolor sit amet, animal
Lorem ipsum dolor sit amet, animal
conceptam te his, legimus inimicus
conceptam te his,
dissentiet at sed

Lorem ipsum dolor sit amet, animal

Lorem ipsum dolor sit amet, animal
conceptam te his,
conceptam te his, legimus inimicus
dissentiet at sed

Lorem ipsum dolor sit amet, animal

Lorem ipsum dolor sit amet, animal conceptam te his, legimus inimicus
conceptam te his,
dissentiet at sed

Lorem ipsum dolor sit amet, animal

Lorem ipsum dolor sit amet, animal
conceptam te his, legimus inimicus
conceptam te his,
dissentiet at sed

28
 GIANT TEMPLATE

2019
Lorem ipsum dolor sit amet, animal
2018
conceptam te his, legimus inimicus
dissentiet at sed, cum an idque
2017
possit percipitur. Reque accusamus 2016
has cu. Eam ex eros utinam, ut alii
saepe dignissim usu.

Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
dissentiet at sed, cum an idque
possit percipitur. Reque accusamus
has cu. Eam ex eros utinam, ut alii
saepe dignissim usu. 50% 60% 70% 85%
29
 GIANT TEMPLATE

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
animal conceptam te his, animal conceptam te his,
legimus inimicus dissentiet legimus inimicus dissentiet
at sed at sed

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
animal conceptam te his, animal conceptam te his,
legimus inimicus dissentiet legimus inimicus dissentiet
at sed at sed

30
 GIANT TEMPLATE

15$ Lorem ipsum dolor sit amet, animal

conceptam te his, legimus inimicus
5$ Lorem ipsum dolor sit
amet, animal conceptam 25$ dissentiet at sed, cum an idque
te his, legimus inimicus possit percipitur. Reque accusamus
dissentiet at sed has cu. Eam ex eros utinam, ut alii
Lorem ipsum dolor sit Lorem ipsum dolor sit
amet, animal conceptam amet, animal conceptam saepe dignissim usu.
te his, legimus inimicus te his, legimus inimicus
dissentiet at sed Lorem ipsum dolor sit dissentiet at sed
amet, animal conceptam
te his, legimus inimicus Lorem ipsum dolor sit amet, animal
dissentiet at sed conceptam te his, legimus inimicus
dissentiet at sed, cum an idque
possit percipitur. Reque accusamus
Text Here Text Here has cu. Eam ex eros utinam, ut alii
saepe dignissim usu.

Text Here

31