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Pertemuan 8

Entry Strategy

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Basic Entry DecisionPasar mana yang akan dimasuki

Kapan akan memasuki suatu pasar

Skala usaha yang bagaimana

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Which Foreign Markets

Politically unstabledeveloping nations.

Speculative financialbubbles have led toexcess borrowing.

Favorable benefit-cost-risk trade-off

Politically stable nations.

Free market systems

No dramatic upsurge

in inflation orprivate sector debt.

Mixed or commandeconomies.

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Timing of Entry

First-mover advantage.Menghalangi rival dan menangkap permintaan.

Lebih dahulu merasakan kurva pengalamandibandingkan rivalnya dan memperoleh cost

advantage.Menciptakan switching costs.

Disadvantages:First mover disadvantage -pioneering costs.

Perubahan dalam kebijakan pemerintah

Costs early entrantbears that laterentrant can avoid.

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Cara memasuki pasar

Exporting

TurnkeyProjects

Licensing

Franchising

JointVentures

Wholly OwnedSubsidiaries

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Exporting

Keuntungan:Menghindarkan biaya mendirikan operasi manufaktur

Dapat mencapai kurva pengalaman dan tempat adanyapenghematan

Kerugian:

Bersaing dengan manufaktur yang low-costLokasi manufaktur

Transportation costs yg tinggi

Rintangan tarif

Kurangnya pengendalian

Melakukan pengiriman ke negara lain untuk penjualan ataupertukaran

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Turnkey Projects

Advantages:Can earn a return on knowledge asset.Less risky than conventional FDI.

Disadvantages:

No long-term interest in the foreign country.May create a competitor.

Selling process technology may be sellingcompetitive advantage as well.

Mengekspor process know how kepada negara dimanaFDI dilarang. Kontraktor setuju untuk menangani

proeyk scr rinci untuk klien asing

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Licensing

Keuntungan:

Mengurangi biaya pengembangan dan resiko dlmmembangun perusahaan asing

Kekurangan modal ventureaTidak familier atau pasar politik yg bergejolak.

Mengatasi rintangan investasi yag terbatas.

Pihak lain dapat mengembangkan aplikasi bisnis dari

intangible property.Kerugian:

Kurangnya pengendalian.

Licensing lintas batas akan sulitCross-border licensing

may be difficult.Menciptakan pesaing

Risk ReductionCross-licensingJoint venture

Persetujuan dimana licensor membrikan hak thd intangibleproperty kpd pihak lain dlm jangka waktu ttt utk

mendapatkan pengembalian atas royalti

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Franchising

Keuntungan:Mengurangi biaya dan resiko membangun

perusahaan .Kerugian:

Pergerakan profit dri suatu negara ke negaralain mungkin dilarang utk mendukung operasi di

negara lain.Quality control.

Franchiser menjualintangible propertyBeserta peraturan

Pelaksanaan operasi bisnis

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Joint Ventures

Keuntungan:Manfaat pengetahuan dari mitra lokal.

Shared costs/risks dengan mitra.

Mengurangi resiko politik.

Kerugian:Resiko memberikan pengendalian teknologi kps mitra.

Tidak menyadari kurva pengalaman atau tempat ekonomi

Kepemilikan bersama dapat menimbulkan adanya konflik.

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Wholly Owned Subsidiary

Keuntungan:Tidak ada resiko kehilangan kompetensi teknis kepesaing.

Pengnedalian atas operasi yg ketat.

Menyadarei kurva pembelajaran dan tempat ekonomis.

Kerugian:Full cost and risk.

Acquisition

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Selecting an Entry Mode

Technological Know-How

Management Know-How

Wholly owned subsidiary, except:1. Venture is structured to reducerisk of loss of technology.

2. Technology advantage istransitory.

Then licensing or joint venture OK.

Franchising, subsidiaries(wholly owned or jointventure).

Pressure for CostReduction

Combination of exporting andwholly owned subsidiary.

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Strategic Alliances

Keuntungan:Memfasilitasi masuk ke pasar.

Memnangi fixed costs.Menyatukan skill dan asset yg tdk dimilikiperusahaanMendirikan standar teknologi indsutry.

Kerugian:Pesaing mendapatkan lowcost

Cooperative agreements betweenpotential or actual competitors.

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Critical Questions for a

Product-Market Profile: The 9 Ws

1.Who buys our product?

2.Who does not buy our product?

3.What need or function does our product serve?

4.What problem does our product solve?

5.What are customers currently buying to satisfy the need and/or solve

the problem for which our product is targeted?

6.What price are they paying for the products they are currently buying?7.When is our product purchased?

8.Where is our product purchased?

9.Why is our product purchased?