Entry Strategy

AFRICAN UNIVERSITY COLLEGE OF COMMUNICATIONS

BUSINESS SCHOOL

NAME: EDWIN L.E LAWSON

INDEX NUMBER: AUBS01110010

LEVEL: 400

SUBJECT: INTERNATIONAL MARKETING

QUESTION: USING EXAMPLES, DISCUSS THE RELEVANT SET OF ENTRY STRATEGIES INTO THE INTERNATIONAL MARKET.

THE SCOPE OF INTERNATIONAL MARKETING

It is generally understood that a company like Boeing, the world's largest commercial airline

manufacturer engages in international marketing when it sells its aeroplanes to airlines across the globe. Likewise, Ford Motor Company, which operates large manufacturing, plants in several

countries, engages in international marketing even though a major part of its output is sold in the

country where it is manufactured.

Today, however, the scope of international marketing has broadened and includes many other

business activities. The activities of large department store chains include a substantial element of importing. When these stores search for new products abroad, they practice another form of

international marketing.

A whole range of service industries are involved in international marketing; many large advertising firms, banks, investment bankers, public accounting firms, consulting companies, hotel chains, and airlines now market their services worldwide.

International marketing encompasses some activities that only indirectly result in international

transactions.

Entry Strategies

Before a firm considers expansion into international frontiers, it must make three strategic decisions; which Markets to enter, when to enter these Markets and What will be the scale of entry.

An international business can create in a market suitability of products for a market. It can also create in a market, a nature of indigenous competition which are not widely available and yet satisfies an unmet need. There is also a greater value translated into the ability to charge higher prices and increase sales volume more...