International Market Entry Strategies Redbull

The internationalisation process of the firm has been a subject, which has been motive of study for a number of

The main objectives of this report is to identify and critically evaluate the strategies used by a chosen Multinational Company (MNC) to internationalize. Firstly, this report will clearly analyzed the current internalization strategies that being used by the chosen Multinational Company (MNC) which is Lenovo Group Limited and its relationship with the theory of internalization.

When practicing international marketing, a company becomes more involved in local marketing environments than it does in export marketing.

Uppsala model was developed by Swedish researchers in late 70's by Johanson & Wiedersheim-paul and Johanson & Vahlne. They argued and critize the existing theories of those times which dealt with internationalization of companies. They developed this model of internationalization which focuses on an individual firm, its particular acquisitions, integration and using knowledge of the foreign markets and its operations. The existing theories of those times only induces the model to eliminate cultural barriers while going international but no foundation was led to formulate the handling of internal activities of the companies when they go international. Following their argument, they came-up with their own model which was more independent and explained the procedure of internationalization of a company. The model was developed on the empirical study of four different manufactures and their work (Johanson & Vahlne, 1977).

“The Performance of business activities that direct the flow of goods and services to customers and users in more than one country”

Entry strategy is about the decision to enter which foreign market, when in what scale and regarding the choice of entry mode. In our case we have already decided to enter the UK market and offer our products to a selected niche initially. It is the case of entry mode we should address in this chapter.

Every successful business around the globe was created as a single commodity entrepreneurship. With time, these businesses adopted diverse channels of productivity as increase in the sales volumes and sales territories. Without enlargement of their market entities, theses businesses would not have stood ground in order to be as successful as they are today. Diversification is the only equitable strategy that every business ought to embrace in order to be effective, efficient, and sustainable in a competitive market. Therefore, Amber Snack Company ought to take rudimentary steps that will find it occupy global markets and expand its operational procedures globally for increased growth and development (Ireland, Hoskisson & Hitt, 2011).

Global market entry strategies are complex requiring consideration of many factors (Chen & Mujtaba, 2007, p. 322). Many of the complex option decisions are covered in the following two articles. Both articles list numerous factors that influence firms’ decisions for selecting foreign market entry modes. This essay will discuss the findings of two articles and highlight how the two articles relate to one another. The two articles were chosen from the Argosy online Library at ProQuest Central. After careful consideration for the contents and the overall coverage of the subject matter, the following two articles were found to be most suitable: 1) Competitive Market Choice Strategies in Multinational Marketing and 2) The Choice of Entry

Companies can decide to go global or to enter international markets for various reasons, and these different objectives at the time of entry that enable the business to produce different strategies and the performance goals, and even forms of market participation.

The firm internationalization literature is extensive, but dominated by studies of technical, often large, firms. The service firm internationalization literature is slowly growing. Few international contributions are found investigating the advertising industry and no such studies focus on the Swedish market. The PR industry has been internationally neglected. This study investigates four advertising agencies and four PR agencies in the Swedish market. The eight case agencies confirm traditional internationalization motives, but also new motives are found, such as the foreign

In 1977 Swedish researchers at Uppsala University came up with a model/theory how businesses should grow their activities in foreign market, this model explains that companies should select an entry mode by taking into consideration their own resources and exploring costs, and risks based on market nature. (Johanson and Vahnle, 2009) Researchers at Uppsala University in their empirical study found that Swedish firms mostly started their process of internationalization by exporting, initially companies had agents that represented them in foreign market, but these firms exported in countries that had little differentiation in culture, language and political systems from their home country, this was labeled in their model as physically close countries. Uppsala Model considers two types of knowledge objective and experience based knowledge, the model describes that after first entrance in foreign market businesses understands how to work in external country, and later they step by step increase level of internationalization to physically distant countries. (Johanson and Vahnle, 2009) But, can Uppsala model be applied to services? This model was mainly reliable for manufacturing industries; a paper with contrary arguments was published in 2008, providing two variables; environment-related and service specific, to question whether Uppsala model can be used for service

The practical studies focus on identifying that internationalization was regular or incremental process .The internationalization process is study focusing on attitudes and behaviors of firms in market that are in the process of internationalization. The practical studies focus on identifying that internationalization was regular or incremental process. Some observations are also made on de-internationalization that point towards the flexibility seen in the duration of the internationalization process.

The definition given for Global Orientation is as follows: A means of operating by which a company acts as if all the company 's markets in a company 's scope of operations were approachable as a single global market, with the company standardizing the marketing mix where culturally feasible and cost effective(Cateora, P., Gilly, M., & Graham, J.). In short, Global orientation is an approach wherein a business approaches all individual markets as if they were one single global market. However this doesn 't mean that there can cultural differences can be disregarded, but that the marketing mix may not be adapted for every single cultural difference.

An international entry mode is an institutional agreement necessary for the entry of a company’s products, technology and human capital into a foreign country or market.

Worldwide Marketing: this type focuses on marketing development, opportunities of global marketing, resources around the world and objective is to achieve target competitive advantage.