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[Date] Introduction to
Export Marketing
European Studies – year 2
Marhe, J.A. (18070787)
,Table of Contents
Lecture 1: Introduction to export management .................................................................................... 2
Lecture 2; Internal and External analysis ............................................................................................... 5
Lecture 3: Business strategy and internationalisation ........................................................................ 10
PART 2 - Lecture 4: Country analysis and selection ............................................................................. 16
Lecture 5: Value chain and supply chain setup.................................................................................... 19
Lecture 6; Export market strategy and entry options ......................................................................... 25
Lecture 7; marketing mix and competitve positioning ....................................................................... 31
Lecture 8; Logistics and organisation ................................................................................................... 40
Lecture 9: Financial plan and legal issues ............................................................................................ 47
Lecture 10; milestones and implementation ....................................................................................... 53
Lecture 11; Finance, logistics and customers aspects of the export transaction ............................... 57
Lecture 12: Q&A session ....................................................................................................................... 63
Introduction to export marketing schedule:
Review questions can also be exam questions AND there will be a case study in the exam.
1
, Lecture 1: Introduction to export management
Country position and market attractiveness
Worlds top export countries:
1. China → China is 3. Germany 7. South korea
the factory of and 4. The Netherlands 8. Italy
for the world. 5. Japan 9. Hong kong
2. US 6. France 10. Mexico
Countries compete with each other in areas such as
1. Innovation 5. Tourism
2. Logistic ports 6. Medication
3. Distribution 7. Health centres
4. Financial centres
Many countries want to sell their products here or start their headquarters in the netherlands cause
we don’t tax much.
Michael Porter lookes at the competitive advantage of nations:
• Factor conditions: the production factors you have that can be part of your advantage
• Demand conditions: the number of people living in a country and the spending capacity of
those people. Also the general income. Russia vs Germany. Russia might be bigger but
germany has a better general income. So it would be idealer to export in Germany.
• Firm strategy, structure and rivalry: how the economy is organized.
• Related and supporting industries: if there is a car manafacturar in a country, you need
many materials, but if other countries also have these materials then it become difficulted
because they need to be imported. Easier to produce localy.
• Chance:
• Government: they can make or break any of the factors.
The better these factors are, the more competitive advantage you have
Countries need to brand themselves. Singpore was number 1 in 2019.
2
, Internationalisation of companies
Drivers for internationalisation
• Market development as a strategy
• Need to follow its customer
• Competition
• Opportunities
Types of internationalisation
• Ethnocentric: home country is superioir, sees similarities in foreign countries. Example: IKEA,
they started in Sweden and copied this into other countries.
• Polycentric: each host country is unique, in foreign countries. Example: also IKEA →
• Regiocentric: sees similarities and different in a world region (for example south-east Asia).,
is ethnocentric or polycentric in its view of the rest of the world. → Look for similarites in the
regions and look for diffferences between the regions. Example: also IKEA
• Geocentric: worldview. Sees similarities and difference in home and host countries.
(adaptation)
• Difference ethnocentric and polycentric → ethno is starting fase, main focus is the domestic
market. Almost not doing export. // Polycentric is that you start studying the foreign market.
More involved with foreign stuff. Starting to export here in this fase.
Export development
Decision to start selling products and services to international markets needs to be well-founded and
focused on those countries and markets with the best potential for successful entry and growth.
3
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