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A Framework for Analyzing Market Entry Strategies through Licensing Format

   

Added on  2019-09-30

19 Pages5223 Words201 Views
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RUNNING HEAD: MARKET ENTRY1MARKET ENTRYSTUDENT’S NAMESTUDENT’S COLLEGE
A Framework for Analyzing Market Entry Strategies through Licensing Format_1

MARKET ENTRY2TABLE OF CONTENTSABSTRACT............................................................................................... 3INTRODUCTION.........................................................................................4QUESTION - 1..........................................................................................................................4QUESTION - 2.............................................................................................7QUESTION - 3..........................................................................................................................9QUESTION - 4...........................................................................................11QUESTION - 5...........................................................................................13CONCLUSION..........................................................................................15REFERENCES.........................................................................................................................17
A Framework for Analyzing Market Entry Strategies through Licensing Format_2

MARKET ENTRY3ABSTRACTThis report illustrates the various aspects of foreign market entry strategy with specialfocus on licensing as a market entry strategy. The report has considered a company “ForeignInvestment Ltd” for the analysis of licensing as a method to enter overseas market. Thearticle critically evaluates the numerous elements involved in using licensing as the marketentry methodology with regard to the situations where this type of strategy is most successfulwhile also evaluating the advantages or advantages associated with this strategy. Acomparison of licensing and other forms of market entry strategy has also been undertakenwhich reveals the suitability of this process with respect to the alternatives that are available.The report then moves on to discuss the influence of culture and geography of the country onthe strategy adopted by the entering country. Marketing effort in the new country which takeinto concern such influences while formulating the strategy. Then the report reflects on thenotion that a single market entry methodology is not ideal for any product or services andthere must always be kept alternative option while doing business. The article tries to throwsome light on the issues relating to the non-tariff barriers in developing and industrialisedcountries while it comes to doing business or entering a new market. At last the reportundertakes an examination of the product life cycle concept through the lens of licensingformat for market entry in a new geography. It is justified to mention here that this reportvaluates the licensing format of market entry through several angles and tries to develop astructured approach for similar academic analysis concerned with the various market entrystrategies.
A Framework for Analyzing Market Entry Strategies through Licensing Format_3

MARKET ENTRY4INTRODUCTION:Businesses have evolved in the 21st century with the advent of globalization andincreased use of technology to innovate and usher in new business models. Organization arelooking to take advantage of technology which has brought the entire world at the click of amouse. The entire world population has now become the potential customer base for anyorganization and they are looking to tap into such potential markets by venturing into newgeographies and offering innovative product or services. In order to enter into new marketsthere are certain formats or marketing strategies that needs to be evaluated based on theculture, business environment and consumer preferences prevailing in the country of concern.The popular market entry strategies include direct expiring, contract manufacturing, jointventures, licensing, franchising, wholly owned subsidiaries, strategic alliances, etc. All thesemarket entry strategies have some advantages and disadvantages which needs to be criticallyexamined before moving on with the decision. This report makes an attempt to examine thevarious aspects of a market entry strategy with regard to licensing format as the preferredmethodology and applies the analysis on a company named “Foreign Investment Ltd.”. Thecompany is involved in facilitating foreign properties mostly in Middle East like Dubai andPakistan to investors in UK and Europe. The following evaluation tries to fit the overseasmarket entry approach of this company through various theoretical frameworks and licensingas business format. (Van Horn, 2010).Q-1) Licensing is a common method of entering services markets abroad. Criticallydiscuss and appraise the situations in which Licensing might be used as a market entrystrategy and the advantages and disadvantages of licensing when compared to otherforms of market entry strategy.
A Framework for Analyzing Market Entry Strategies through Licensing Format_4

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