Strategic Market Entry Strategies for Biscuit Company - Report

This report analyzes various market entry strategies for a biscuit company aiming to expand into international markets. It explores direct export strategies, where the company utilizes its own agents and distributors to represent its interests in the overseas market. The report also delves into licensing strategies, where the company grants another firm the right to use its product, often involving a significant market share for the licensee. Furthermore, it discusses franchising strategies, which leverage the company's brand recognition for rapid market expansion. Finally, the report considers the option of acquiring a local company to facilitate market entry and product distribution. The report concludes by recommending the use of these strategies to strengthen the company's position in the international market.

STRATEGIC MANAGEMENT
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:
AUTHOR’S NOTE:

MARKET ENTREY STRATEGIES
 Introduction
A biscuit company exports its products in the international market. The senior executive
of the biscuit company is interested to strengthen the business in the international market.
 Direct export strategy
In this method, the agents and distributor of this company work closely with the officials
of Nabisco to represent the interest of this organisation in the overseas market (Hollender,
Zapkau and Schwens 2017).
 Licensing strategy
In this method, a company does a sophisticated agreement with another firm to use the
product. In this method, the buyer of the license has a relatively large market share in the
chosen overseas market (Laufs and Schwens 2014).

MARKET ENTREY STRATEGIES
 Franchising strategy
This method is useful for rapid market expansion through franchise. The brand recognition
of a company is the key to the success of this strategy (Rosado-Serrano 2017).
 Buying a local company
In this method, the senior executive of the biscuit company has to buy a local company to
enter the foreign market. Through the newly bought company, the official of this
organisation delivers its products in the selected overseas market (Tulung 2017).
 Conclusion
The management of the biscuit company can utilise direct export strategy, licensing method,
franchise method and buy the local company as a method to export its products in the
international market.

REFERENCES
 Hollender, L., Zapkau, F.B. and Schwens, C., 2017. SME foreign market entry mode
choice and foreign venture performance: The moderating effect of international
experience and product adaptation. International Business Review, 26(2), pp.250-263.
 Laufs, K. and Schwens, C., 2014. Foreign market entry mode choice of small and
medium-sized enterprises: A systematic review and future research
agenda. International Business Review, 23(6), pp.1109-1126.
 Rosado-Serrano, A., 2017. Franchising as strategy for internationalization of Family
Firms: an exploratory study. Rosado-Serrano, Alexander.(2017). Franchising as
Strategy for Internationalization of Family Firms: An exploratory study. Newmann
Business Review, 3(1), pp.145-165.
 Tulung, J.E., 2017. Resource Availability and Firm’s International Strategy as Key
Determinants Of Entry Mode Choice. Jurnal Aplikasi Manajemen, 15(1), pp.160-168.

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