It is important for marketing professionals to understand the international conditions for entering a new market because it can help the company to expand globally and gain a competitive advantage.
You are a consultant to a U.S. food products company who is looking to sell its new plant-based “meat substitute” internationally in a country where vegetarian lifestyle is popular. There are several modes of entry that the company can follow to sell internationally, but it does not know which option to pursue.
Watch the following video to learn about modes of entry:
Methods of Entering International Markets
You are to convince your client that they should sell the product in an international market by providing rationale for doing business in a foreign country.
Download this assignment template. Then, in a 3–5-page paper, respond to the following:
What are the benefits of exporting and licensing products?
What is the benefit of a foreign direct investment?
What steps might you take to help your client understand the differences between exporting and licensing products and in making a foreign direct investment?
What recommendation would you provide your client based on your rationale?
Full Answer Section
- Revenue Growth: Expanding into new markets can generate additional revenue and boost your company's profitability.
- Risk Mitigation: Diversifying your customer base can help mitigate the risks associated with relying solely on the domestic market.
- Brand Recognition: Entering new markets can enhance your brand's visibility and reputation.
Benefits of Foreign Direct Investment
- Greater Control: Foreign direct investment (FDI) allows you to have greater control over your operations in the target market.
- Local Market Insights: Establishing a presence in the target market can provide valuable insights into local consumer preferences and cultural nuances.
- Long-Term Growth: FDI can be a long-term strategy for sustainable growth and market penetration.
Steps to Understand Exporting, Licensing, and FDI
To help your client understand the differences between exporting, licensing, and FDI, you can:
- Conduct Market Research: Analyze the target market's demographics, consumer preferences, and competitive landscape.
- Assess Regulatory Environment: Understand the legal and regulatory requirements for doing business in the target country.
- Evaluate Cultural Factors: Consider cultural differences that may impact your product's success or acceptance.
- Calculate Costs and Risks: Assess the potential costs and risks associated with each entry mode.
- Consult with Experts: Seek advice from international trade experts or consultants who can provide guidance and support.
Recommendation
Based on the growing popularity of vegetarian and vegan diets worldwide, I recommend that your client pursue a combination of exporting and licensing as initial strategies for entering the international market. This approach will allow the company to test the market and minimize risks before making a larger commitment through FDI.
Exporting can be a relatively low-risk way to enter new markets and test demand for the product. The company can partner with local distributors or agents to handle sales and distribution.
Licensing can be a good option for entering markets where there are strong local partners with established distribution networks. By licensing the product to a local company, your company can benefit from their market knowledge and expertise.
Once the company has a strong presence in the target market and has gained valuable experience, it can consider FDI as a long-term strategy for further growth and expansion. This could involve setting up a manufacturing facility or subsidiary in the country.
By carefully considering these options and conducting thorough market research, your client can make an informed decision about the best way to expand their business into the international market.
Sample Answer
Expanding into the International Market: A Case for Your Plant-Based Meat Substitute
Introduction
Given the growing popularity of vegetarian and vegan diets worldwide, your plant-based meat substitute presents a significant opportunity for international expansion. By entering new markets, your company can increase sales, diversify its customer base, and strengthen its brand.
Benefits of Exporting and Licensing
- Increased Market Share: Exporting and licensing can help you reach a wider customer base and increase your market share.