MARKET ENTRY STRATEGIES Abiog, Sofia Aina Chariz Estanda, Chaize Denmar Ilano, Mark Engle EXPORTING (an overview)
• lowest risk and control among strategies
• Exporting can be direct and indirect • mostly used by the firms that are utilizing internationalization PERIOD/TIMEFRAME GOAL • Started exporting in 1920’s • Facilitating the selling of products to • Coca-Cola was first exported to Cuba, countries that need such products Puerto Rico, France and other countries • Expanding the marketplace for goods by around 1917 producing them on an outsized scale. • It was in the Second World War that • Achieving optimum utilization of many Europeans had their first resources by large scale production of experience with the drink. products • In 1931, Coca-Cola has established • Access to more consumers and bottling operations, at least tenuously, in businesses. 76 countries. • In the modern era, Coca-Cola products can be found in more than 200 countries. INTERNATIONAL CONCERNS END RESULT FACED • Some countries prohibited the consumption of Coca- • increased sales and profits Cola products with the assertion that the products • gaining global market shares are health threatening and cheering obesity • Diversification • allegation of “child labor sweatshops” -other • lower per unit costs countries suits the Company for being selective in providing healthcare to their workers. Other concerns faced: • extra costs • product modification requirement • financial risks, export licenses and documentation Coca-Cola per capita consumption in the ten most populated countries worldwide 2019 • In 2019, Mexico was the country with the highest carbonated soft drink consumption, namely over 630 8-ounce servings per capita per year