Presented by Group 9 DEEP DIVE ABOUT MARKET ENTRY MODES WITH 3 CASES Unilever & P/S Colgate & Da Lan Carlsberg & Hue Brewery MARKET ENTRY MODES CASE ANALYSIS IMPLICATIONSCOMPARISON TABLE OF CONTENTS 0[.]
DEEP-DIVE ABOUT MARKET ENTRY MODES WITH CASES Unilever & P/S Colgate & Da Lan Carlsberg & Hue Brewery Presented by Group TABLE OF CONTENTS 01 03 MARKET ENTRY MODES COMPARISON ● Similarities ● Differences 02 04 CASE ANALYSIS ●Unilever & P/S ●Colgate & Dạ Lan ●Carlsberg & Hue Brewery IMPLICATIONS ● Foreign partners ● Local partners 01 MARKET ENTRY MODES MARKET ENTRY MODES 01 EXPORTING 03 JOINT VENTURE 02 LICENSING/ FRANCHISING 04 WHOLLY OWNED SUBSIDIARY MARKET ENTRY MODES 01 EXPORTING Exporting is the sale of products and services in foreign countries that are sourced from the home country Ex: Red Bull entered the Australian market; Sony entered the US INDIRECT EXPORTING DIRECT EXPORTING COOPERATIVE EXPORTING MARKET ENTRY MODES 02 LICENSING/ FRANCHISING LICENSING Is when a firm, called the licensor, leases the right to use its intellectual property—technology, work methods, patents, copyrights, brand names, or trademarks—to another firm, called the licensee, in return for a fee Ex: Microsoft Corp, Walt Disney Co MARKET ENTRY MODES 02 LICENSING/ FRANCHISING FRANCHISING Is a foreign market entry strategy where a semi- independent business owner (the franchisee) pays fees and royalties to the franchiser to use a company’s trademark and sell its products and/or services Ex: Subway (US), 7-Eleven, Pizza Hut, and McDonalds MARKET ENTRY MODES 03 JOINT VENTURE Is a business arrangement in which two or more parties agree to pool their resources for the purpose of accomplishing a specific task This task can be a new project or any other business activity Ex: in 2016 Microsoft Corporation sold its 50% stake in Caradigm, a JV it had created in 2011 with General Electric Company MARKET ENTRY MODES 04 WHOLLY OWNED SUBSIDIARY A wholly owned subsidiary is a company whose common stock is 100% owned by another company A company may become a wholly-owned subsidiary through an acquisition Ex: Marvel Entertainment and Lucasfilm are now wholly-owned subsidiaries of The Walt Disney Company Greenfield Investment: firm build a subsidiary from the ground up Merger & Acquisition: acquire an existing company CASE ANALYSIS 02