Global

Marketing
Warren J. Keegan Mark C. Green

Global Market Entry

Strategies: Licensing,
Investment and
Strategic Alliances
Chapter 9

© 2015 by Pearson Education 9-1

 Learning Objectives
•Licensing and forms of
foreign investments
•Global strategic
partnerships
•Asian cooperatives
•Virtual corporation
•Market expansion
strategies
In 2012, Starbucks had 18,000 cafes in 62
countries and sales of $13.3 billion. Its goal
is to reach 40,000 units worldwide.
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 Investment Cost of
Marketing Entry Strategies

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 Which Strategy
Should Be Used?
• It depends on:
– Vision
– Attitude toward
risk
– Available
investment capital
– How much control
is desired

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 Licensing
• A contractual agreement whereby one company (the
licensor) makes an asset available to another
company (the licensee) in exchange for royalties,
license fees, or some other form of compensation
– Patent
– Trade secret
– Brand name
– Product formulations

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 Advantages to Licensing
• Provides additional profitability with little
initial investment
• Provides method of circumventing tariffs,
quotas, and other export barriers
• Attractive ROI
• Low costs to implement
• License agreements should have cross-
technology agreements to share
developments and create competitive
advantage for each party
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 Disadvantages to Licensing

• Limited participation
• Returns may be lost
• Lack of control
• Licensee may become competitor
• Licensee may exploit company resources

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 Special Licensing Arrangements
• Contract manufacturing
– Company provides technical specifications to a
subcontractor or local manufacturer
– Allows company to specialize in product design while
contractors accept responsibility for manufacturing facilities
• Franchising
– Contract between a parent company-franchisor and a
franchisee that allows the franchisee to operate a business
developed by the franchisor in return for a fee and
adherence to franchise-wide policies

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 Franchising Questions
• Will local consumers buy your product?
• How tough is the local competition?
• Does the government respect trademark and
franchiser rights?
• Can your profits be easily repatriated?
• Can you buy all the supplies you need locally?
• Is commercial space available and are rents affordable?
• Are your local partners financially sound and do they
understand the basics of franchising?

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 Investment
• Partial or full ownership of operations outside of
home country
– Foreign Direct Investment (FDI)
• Forms
– Joint ventures
– Minority or majority
equity stakes
– Outright acquisition

IKEA spent $2 billion to enter Russia.

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 Joint Ventures
• Entry strategy for a single target country in
which the partners share ownership of a
newly-created business entity
• Builds upon each partner’s strengths
• Examples: Budweiser and Kirin (Japan), GM
and Toyota, GM and Daewoo in S. Korea, Ford
and Mazda, Chrysler and BMW

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 Joint Ventures
• Advantages • Disadvantages
– Allows for risk sharing– – Requires more investment
financial and political than a licensing agreement
– Provides opportunity to – Must share rewards as well
learn new environment as risks
– Provides opportunity to – Requires strong
achieve synergy by coordination
combining strengths of – Potential for conflict
partners among partners
– May be the only way to – Partner may become a
enter market given barriers competitor
to entry

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 Investment via
Direct Foreign Investment

• Start-up of new operations

– Greenfield operations or
– Greenfield investment
• Merger with an existing enterprise
• Acquisition of an existing enterprise
• Examples: Volkswagen, 70% stake in Skoda
Motors, Czech Republic (equity), Honda, $550
million auto assembly plant in Indiana (new
operations)
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Examples of Market Entry &
Expansion by Joint Venture

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Examples of Equity Stake

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Examples of Acquisitions

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 Global Strategic Partnerships
• Possible terms:
– Collaborative
agreements
– Strategic alliances
– Strategic international
alliances
– Global strategic The Star Alliance is a GSP
made up of six airlines.
partnerships

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 The Nature of
Global Strategic Partnerships

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 The Nature of
Global Strategic Partnerships

• Participants remain independent following

formation of the alliance
• Participants share benefits of alliance as well
as control over performance of assigned tasks
• Participants make ongoing contributions in
technology, products, and other key strategic
areas

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 Five Attributes of True Global Strategic
Partnerships

• Two or more companies develop a joint long-

term strategy
• Relationship is reciprocal
• Partners’ vision and efforts are global
• Relationship is organized along horizontal lines
(not vertical)
• When competing in markets not covered by
alliance, participants retain national and
ideological identities
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 Success Factors of Alliances
• Mission: Successful GSPs create win-win
situations, where participants pursue objectives
on the basis of mutual need or advantage.
• Strategy: A company may establish separate
GSPs with different partners; strategy must be
thought out up front to avoid conflicts.
• Governance: Discussion and consensus must be
the norms. Partners must be viewed as equals.

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 Success Factors (Con’t)
• Culture: Personal chemistry is important, as is
the successful development of a shared set of
values.
• Organization: Innovative structures and designs
may be needed to offset the complexity of
multi-country management.
• Management: Potentially divisive issues must
be identified in advance and clear, unitary lines
of authority established that will result in
commitment by all partners.
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 Examples of
Global Strategic Alliances

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 Alliances with Asian Competitors
• Four common problem areas
– Each partner had a different dream
– Each must contribute to the alliance and each
must depend on the other to a degree that
justifies the alliance
– Differences in management philosophy,
expectations, and approaches
– No corporate memory

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 Cooperative Alliance in Japan:
Keiretsu
• Inter-business alliance or enterprise groups in
which business families join together to fight for
market share
• Often cemented by bank ownership of large
blocks of stock and by cross-ownership of stock
between a company and its buyers and non-
financial suppliers
• Keiretsu executives can legally sit on each
other’s boards, share information, and
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 Horizontal Keiretsu
• Big Six: Mitsui, Mitsubishi, Sumitomo, Fuyo, Sanwa,
DKB Groups
• Horizontal keiretsu: intragroup relationships involve
shared stock holdings and trading relations
• Large, powerful with revenues in hundreds of
billions
• Can block foreign suppliers causing higher prices
• Promotes corporate stability, risk sharing, long-term
employment
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 Keretsui
• Vertical keretsui: Hierarchical alliances
between manufacturers and retailers
– Matshusita sells its products through its chain of
National stores; 50-80% of products are Matshusita
brands Panasonic, Technics, and Quasar
• Manufacturing keretsui: vertical hierarchical
alliances between automakers suppliers, and
component manufacturers

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 Cooperative Strategies in South Korea:
Chaebol

• Composed of dozens of companies, centered

around a bank or holding company, and
dominated by a founding family
– Samsung
– LG
– Hyundai
– Daewoo

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21st Century Cooperative Strategies: Targeting
the Digital Future
• Alliances between companies in several
industries that are undergoing transformation
and convergence
– Computers
– Communications
– Consumer electronics
– Entertainment

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 Beyond Strategic Alliances
• Semantech: Consortium of 14 tech companies tasked
with saving the U.S. chip-making industry
• Relationship enterprise: groupings of firms from
different industries and countries with common goals
and act as one entity
• Next stage of evolution of the strategic alliance
– Super-alliance
– Virtual corporation

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 Market Expansion Strategies

• Companies must decide to expand by:

– Seeking new markets in existing countries
– Seeking new country markets for already
identified and served market segments

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 Looking Ahead to Chapter 10

The Global Marketing Mix–Product and Brand

Decisions

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