STRATEGI UNTUK

MENGANALISIS
DAN MEMASUKI
PASAR ASING
2021
Foreign Market Analysis

Assessment

Evaluation

Selection
Assessing Alternative Foreign Markets

Market Potential
Assessment
Levels of Competition

Legal and Political Environment

Sociocultural Influences
Evaluating Costs, Benefits, and Risks

Direct Costs
Costs

Opportunity Costs
Evaluating Costs, Benefits, and Risks
Sales and Profits

Benefits Lower Costs

Foreclosing of Markets

Competitive Advantage

New Technology

Synergy
Evaluating Costs, Benefits, and Risks

Exchange-Rate Fluctuations

Operating Complexity
Risks

Direct Financial Losses

Political Risks
Choosing an Entry Mode
Choosing an Entry Mode
Ownership
Advantages

Location
Decision Advantages
Factors Internalization
Advantages

Other Factors
 Exporting to Foreign Markets
Primary Advantages of exporting Primary Disadvantages of exporting
• Relatively low financial • Vulnerability to tariffs
exposure and nontariff barriers
• Permit gradual market • Logistical complexities
entry
• Potential conflicts with
• Acquire knowledge
distributors
about local market
• Avoid restrictions on
foreign investment
Exporting to Foreign Markets (Cont.)

Proactive
Motivations
Exportin
g Reactive
Motivations
Forms of Exporting: Indirect Exporting
Forms of Exporting: Direct Exporting
Forms of Exporting: : Intracorporate Transfers
Additional Considerations

• Government Policies
• Marketing Concerns
• Logistical Considerations
• Distribution Issues
Export Intermediaries

• Export Management Company

• Webb-Pomerene Association
• International Trading Company
Export Management Company (EMC)

EMCs

Commission
Take Title to
Agents for
Goods
Exporters
Webb-Pomerene Association

• Includes firms from same industry

• Coordinates export activities
• Performs promotional activities
• Oversees freight consolidation
• Engages in contract negotiations
• Exports goods for members
International Trading Company
• Market Research • Japan’s sogo shosha
• Customs Documentation
• International Transportation
• Host Country Distribution
• Marketing
• Financing
Other Intermediaries

• Manufacturers’ Agents
• Manufacturers’ Export Agents
• Export and Import Brokers
• Freight Forwarders
International Licensing
Basic Issues in International Licensing

• Boundaries of the Agreement

• Methods of Compensation
• Rights, Privileges, and Constraints
• Duration of the Agreement
 Advantages and Disadvantages of
International Licensing

Advantages Disadvantages
• Low Financial Risk • Limited Market Opportu
• Market Assessment nities
• Sales Opportunities • Potential Litigation
• Competitive Issues
International Franchising
Trademarks, Process, Product Reputations, Services

Franchisor Franchisee

Fee
Basic Issues in International Franchising

• Franchise Unique Products and

Advantageous Operating Procedures
• Transferability to Foreign Locations
• Franchise Domestic Success
• Foreign Investors
 Advantages and Disadvantages
of International Franchising

Advantages Disadvantages
• Product and System • Shared Revenues
• Low-Cost Expansion • Increased Complexity
• Learning Opportunities • Quality Control
Specialized Entry Modes for International
Business

• Contract Manufacturing
• Management Contracts
• Turnkey Projects
Foreign Direct Investment

• The Greenfield Strategy

• The Acquisition Strategy
• Joint Ventures
 Foreign Direct
Investment (FDI)
Benefits Challenges
• Increased Control • Economic Risks
• Profit Potential • Political Risks
• Local Factories • Operating Complexity
• Government Policies
Greenfield Strategy

• Advantages
– Select the most useful site
– Construct modern facilities
– Reap economic development incentives
– Start with a clean slate
– Get acclimated to new business culture
Greenfield Strategy

• Disadvantages
– Implementation takes time and patience
– Location may be costly or unavailable
– Must deal with government regulations
– Must recruit and train a local workforce
– May be stigmatized as a “foreign firm”
 Acquisition Strategy
Advantages Disadvantages
• Control Over the Firm’s • Assumes the Firm’s Liabil
Resources ities
• Generates Immediate Re • Inherits Unresolved Probl
venues ems
• Adds No New Capacity t • Requires Substantial Up-
o the Industry Front Spending
Joint Ventures

• Jointly-Owned Separate Firm

• Promote Mutual Interest