INTERNATIONALIZATION

NETHERLAND

ENGLAND

2

Section header

ENTRY

MODES BUSINESS

ENVIRONMENT

INTERNATIO

NALIZATION

• Resources • Organization • Risk-Taking • Flexibility • Use of

information

SME MARKETING MIX

• Motives for Internationalization

• External Environment

• Internal Environment

• Internal

factors • External

factors • Desired

Modes • Transaction-

specific

• Export • Intermediary • Hierarchical

FACTORS OF ENTRY MODES

• Product • Price • Promotion • Place

3 INTERNATIONALIZATION PROCESS

4 A Gap present itself between: The Internationalization Process and the Launch of the project

FINDING THE RIGHT

PART NERS

5

Steps to take:

Step 1: Seek & Select your partners

Step 2: How to get their Attention

Step 3: Managing the Partnership

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Step 1: Seek & Select Partners

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Audio Visual

Event Organiser

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These organization represents a target for ST

because they are responsible for providing event equipment during an event.

END USER

Clear & Common Vision

Shared Objectives

Mutual Needs

Shared Risk

Shared Reward

SUCCESSFUL PARTNERSHIP

Shared Decision-making

Measurable Goals

Mutual Trust

Shared Control

Cultural Compatibility

Critical Success Factors affecting partnerships (Biggs, 2006)

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Pareto Distribution predicts that 80% of any large number (wealth, taxes etc.) will be generated by 20% of the population. – www.betterexplained.com

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5. Shared Reward

4. Shared Risk

10. Cultural Compatibility 3. Mutual Needs

2. Shared Objectives

1. Clear & Common Vision 9. Shared Control

8. Mutual Trust

7. Measurable Goals

6. Shared Decision-making

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Rather than two level division a four level breakout is implemented to provide granularity and to identify and focus on ‘’opportunistic’’ partners www.hawkeyechannel.com

TIER 1

TIER 2

TIER 3

TIER 4

20% Partners 80% Revenue

80% Partners 20% Revenue

45% Partners 45% Revenue

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Step 2: Get Their Attention

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DESIRE D INTEREST ATTENTION A ACTION I A

Are you talking to me? Why are you talking to me?

Good idea, but do I really need it?

What will I have to do to get it?

Regardless if you are selling B2B or B2C, these four strategies must be present to start the sales process, which is also the commencement of the choice buying process.

Gain

DESIRE

Build up trust

Added value that creates

LOYALTY

Emails & calls

Make

ACTION

Contact Negotiation,

Training Provision

Fly to the UK!

Raise

INTEREST

Why ST is a great

partner, What

benefits they can get

Emails & calls

Attract

ATTENTION

What ST is, The USPs,

Partnership Invitation

Emails & calls

Manage the Partnership

Partnership Model

Adding Value

Partnership Roles

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Partner A: ‘’Client’’ Partner B:

‘’Distributor/agent’’

• Product specific knowledge and experience

• Product Training

• Support resellers and costumer admin

• Selling & Buying

• Cost Transfer

• Add Value through customization

• Role as banks

• Post sale service & support

• Information transfer

Partnership Roles

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• Transportation • On-Time Delivery • Availability • Price

Surface Value

Competitive Value

Buyer/Seller contest for value

Cooperative Value

Buyer/Seller eliminate waste, look for value

Waterline Value

• Quality • Responsiveness • Storage and inventory • Service • Speed

• Warranty • Damage Reduction • Taxes

Below Waterline

value

Co-Creative Value

Buyer/Seller work to create new value or add other value enhansing elements

• Costumer satisfaction/dissatisfaction

• Corporate reputation • Innovation • Continuous Improvements

• Warranty • Damage Reduction • Taxes • Agility/Flexibility/Adaptability • Other unexpected factors

The Value Iceberg Analogy

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Conclusion

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SME

Business Environment

Entry Modes

Marketing Mix

Find & Manage the right partners

New Market

NETHERLANDS