Tristan Pans Marketing Minor 3.3 Pagina 1 van 4
Marketing Summary Block 3.3
Passive reasons:
1. An unexpected request from abroad
2. Trade fair contracts
Active reasons:
1. Spreading risks, too depended on limited local markets
2. Scale enlargement, need to increase sales and turnover.
3. Overcapacity in all kind of resources
4. Potential in foreign markets
5. End of product life cycle in domestic market
Forms of protectionism
Traditional forms of protectionism are import duties, export subsidies, managed trade…
New protectionism are agreements, subsidies and voluntary export restrictions.
Ethnocentric company: Strong focus on the home country
Polycentric company: Aware that all foreign markets have a different culture.
Regionally company: There are essential differences between global regions, Africa, America…
Geocentric company: Focusses both on local and world scale.
The Country Selection Model
- A model for selecting a foreign market, it has 3 pillars:
1. Pre filter (8 countries-3 quitters= 5 countries left)
2. Filter 1(Rough investigation) (5 countries-2 quitters= 3 countries left)
3. Filter 2(Detailed investigation) (3 countries- 1 quitter= 2 left do analysis)
Filter Criteria
The criteria needs to be:
- Be measurable
- Be discriminating
e.g. Pre-filter: transport costs- risk of calamities
e.g. Criteria 1 & 2: Macro(pestle) and Meso
Marketing Summary Block 3.3
Passive reasons:
1. An unexpected request from abroad
2. Trade fair contracts
Active reasons:
1. Spreading risks, too depended on limited local markets
2. Scale enlargement, need to increase sales and turnover.
3. Overcapacity in all kind of resources
4. Potential in foreign markets
5. End of product life cycle in domestic market
Forms of protectionism
Traditional forms of protectionism are import duties, export subsidies, managed trade…
New protectionism are agreements, subsidies and voluntary export restrictions.
Ethnocentric company: Strong focus on the home country
Polycentric company: Aware that all foreign markets have a different culture.
Regionally company: There are essential differences between global regions, Africa, America…
Geocentric company: Focusses both on local and world scale.
The Country Selection Model
- A model for selecting a foreign market, it has 3 pillars:
1. Pre filter (8 countries-3 quitters= 5 countries left)
2. Filter 1(Rough investigation) (5 countries-2 quitters= 3 countries left)
3. Filter 2(Detailed investigation) (3 countries- 1 quitter= 2 left do analysis)
Filter Criteria
The criteria needs to be:
- Be measurable
- Be discriminating
e.g. Pre-filter: transport costs- risk of calamities
e.g. Criteria 1 & 2: Macro(pestle) and Meso
