business internationalisation bizcamp september 2009
DESCRIPTION
Internationalization and New Market Entry StrategiesTRANSCRIPT
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Business Internationalization
UNA COLEMAN – MARKETING & STRATEGY SPECIALIST
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START-UPs
INTERNATIONAL
MARKETING - STRATEGY OPERATIONS
A BIT ABOUT ME
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Ingredients for success
• A USP- Differentiator
• Focus – dedication and hard work
• Management Competence and complimentary skills
• Think as a global company– act as a local business
• Luck – right place, right time
• A network
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Failure
• Timing – bad luck!
• Under funded: spending money to raise money
• Product insufficiently developed
• Messaging not gaining traction with prospects
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Models to internationalis
ation
Born Global
• Early and rapid internationalisation strategies
• Build global from the start
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Developing an international
business
• Organic growth
• Export what you do well in Ireland
• Follow- leverage any home/ international clients
• Concentrate on key territories – build a profile
• Acquisition
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Which markets to choose?
Psychic Distance
Market Potential
Investment requirement: finance & people
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Entering new markets check
list
• Market potential evaluation
• Costs – pricing - profit margins –currency exposure
• Local markets knowledge & expertise
• Tax
• Legal
• Sales / Distribution - Routes to Market
• Supply chain/fulfilment
• Marketing
• Online presence
• Localisation
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Routes to Market
• Direct – from your home territory
• Local sales office
• Establish subsidiary
• Commission only sales agent to sell in overseas market
• Channel Partner
• Enter a Joint Venture
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World class alliances and
partners
• Technology Partners• solution compatibility
• Software vendors
• Strategic Partners• Allfinanz – MunichRe
• Channel Partners• Providing value added services
• Systems integrators
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World class alliances and
partners
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World class alliances and
partners
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Channel Partner
Management
• Commitment - investment
• Continual training and support (marketing – trade shows, events)
• It is easier to recruit CPs when you have reference clients in their respective markets.
• Dublin BIC support
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• LANGUAGE
• LOCALISATION
Marketing
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LANGUAGE MATTERS
Common Sense Advisory survey of consumer global buying preferences 2,430 people surveyed:
• 60% prefer having information in their own language.
• In Europe, 23% of the respondents “strongly agree” that they only buy at websites presented in their own language.
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All successful businesses are local –they speak the “local” language.
If you are selling within the EU, that is 200 million people, then your prospects for success are higher if you “position” yourself as a “local” player.
Ethiad sponsors GAA – the “local”airline!
LANGUAGE MATTERS
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Willie Brandt in the 1950s
"If I am selling to you, I speak your language. If I am buying, dannmüssen Sie Deutsch sprechen"
LANGUAGE MATTERS
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THE IMPACT OF LANGUAGE &CULTURE
• Sales and Marketing
• HR and Training
• Operations
• Product Development
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“If you want to create
demand, you have to talk to the
marketingpeople.”
• Success, is based on an innovative product AND
• being able to market the differentiation of the product.
• A slow process
• Steep learning curve
• Requires a lot of work to educate the distributors and support them.
• Time and effort.
International Marketing Strategies
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International Marketing Strategies • Knowledge
• Networking
• Exposure
• Credibility
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Search engine marketing
• In China Baidu is by far the largest search engine.
• Market share Baidu: 65%-75%vs
• Market share Google: 21%-22%
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Know Local Data
Protection Rules
Irish Data Protection commissioner
signed into law on 9 Dec 08, that now
makes sending unsolicited
communications an indictable offence.
Minimum fine of €5,000 and can reach
€250,000 or 10% of turnover.
Individuals can be fined up to
€50,000. The onus of establishing
that the subscriber consented will lie on
the defendant.
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Know Local Data
Protection Rules
• France - dedicated agency CNIL -Commission nationale de l'informatique et des libertéshttp://www.cnil.fr/
• FB page: http://www.facebook.com/pages/Paris-France/CNIL/104754200051
• Twitter: http://twitter.com/Cnil
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Know Local Data Protection /
Marketing Rules
The German Data Protection Law has been revised. It now calls for opt-in for marketing by any media, however, there are important exceptions, including no opt-in if the source of the address appears on the marketing material. The new law (effectve September 2009) will make list broking more difficult, particularly because it is very unclear in parts.
Exceptions from the "opt-in" obligation apply in the following cases:
for business-to-business marketing; for the marketing of a company's own products to existing customers; using data from public directories (phone book, etc.) to market a company's own products: etc
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Legal requirements:websites & emails
Company must display on website, email,
company letters etc :
• name and legal form of company
• place of registration of company and
registration number
• address of registered office
• winding up of company (if applicable)
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Social NetworkingPlatforms
• Blogs
• YouTube
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Why Social Networking?
• Cost effective way of building brand and name awareness
• Individuals want their say
• Data protection issues around outbound marketing
• The ease with which people can switch off – inbound vsoutbound marketing
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Inbound vsoutboundmarketing
Outbound
INTERRUPTION
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Inbound vsoutboundmarketing
Inbound
PERMISSION
SEO
Content
BlogSocialMedia
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Leverage existing
knowledge and information
• Enterprise Ireland
• Dublin BIC – Channel Partner Model
• Case Studies
• Learn from your competitors
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http://www.enterprise-ireland.com/firstflight
EI: Preparing to Export: Guide to the UK’
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Thank you
UNA COLEMAN – MARKETING SPECIALIST
Codegaconsultingwww.codegaconsulting.com
Tel: +353 (0) 1 2966048
Mob: +353 (0)86 8186903
Skype: unacoleman
Twitter: unacoleman
http://www.linkedin.com/in/outsourcedmarketingsolutions