What is a Market Entry Strategy?

Marketing entry strategies entail planning for setting up a market to provide smooth delivery of services or goods to a new market. In market entry strategies, exporting is considered to be the simplest form, wherein investment uses either a direct or indirect exporting method. The global operations pose challenges in exporting.

Five major strategies for entering a new foreign market 

Technical Innovation Strategy

Technical innovation strategy is a business model. Greenfield investment is the state where the company has truly superior products. The strategy of the business model has the power of convincing the customer to buy the products and add-on technical services are provided after the sales have been performed. International market entry strategies are high in this business model.

Product Adaptation Strategy

Product adaption is a direct investment method, primarily within which the changes are created on the present product. So, it suits different types of consumers or markets. It is best suited and necessary for those corporations whose products are new to the foreign market. It ensures that the merchandise meets native cultural and regulative needs. The foreign company gains foreign direct investment. Product adaptation market entry strategy helps to reduce the funds and native company resources to develop a replacement product at a lower risk and the products are sold in overseas markets. Distributors obtain the product from an entry strategy business person.

Availability and Security Strategy

Availability and security are the methods used by a corporation wherever the corporate is in a position to beat the chance of transportation in two ways. These are as follows: The first one is by providing all the services like delivery, installation, service, and security. The second is by convincing the client that they're not necessary.

Low Price Strategy

A low valuation is that the valuation wherein a corporation offers a comparatively low price to stimulate demand and gain worth in market shares. A corporation typically employs this strategy when the merchandise has little or no competitive advantage and whenever there exist higher production volumes. In general, developing low worth specifically to penetrate the market may be a good option.

Total Adaptation and Conformity Strategy

A total adaptation and conformity strategy is the one in which the foreign producer takes a holistic approach and does everything that the client would possibly like in terms of product, handling, development, and delivery. It requires a high degree of involvement of the producer.

Export Entry Mode

The first market entry strategy utilized by most firms once coming into the new foreign market is the market entry mode. In this mode of market entry, the merchant measures the product made by the factory, either within the domestic market or in the other country, and then undertakes the process of exporting these products. In establishing export channels, a firm must decide that operations are the company's responsibility and United Nations Agency can take responsibility for external forces. In some cases, it is advantageous for the corporate, and, in some cases, there's a loss for the corporate. For example, operational facilities aren't necessary for the parent country and therefore the costs involved in the same are saved. On the other hand, the negative impact may be related to transportation prices, exposure to trade barriers, and dependence on exporting intermediaries maybe its negative aspect.

Indirect Export

This model is appropriate for those companies to whom UN agencies have restricted recourses to export. Small and medium-sized companies UN agency that want to enter new markets will use this mode of entry. In this mode of market entry, the producing or the host firm doesn't take direct responsibility for commerce activities.

Broker and also the e-commerce company performs these activities, whereas the producing firm’s involvement within the foreign sales of its product is minimal or not there. In this method, the firm cannot study and develop the foreign market. Hence, the firm loses opportunities to grow its business within the new market.

Direct Export

This is another market entry strategy. Indirect export, a manufacturer sells the products within the targeted foreign market. The host firm is directly concerned with the activities, like handling, documentation, physical delivery, and valuation policies, with the merchandise being sold-out to agents and distributors. In this mode, the firm has additional management on the way to sell, whom to sell, and where to sell.
Trade restriction and cultural distinction are often its drawbacks.


A licensing is an authority that one thing of import to the retail merchant in exchange for enough performance and payments from the retail merchant. The license holder gets the right to use the property of the licensor within the target country. For this, the retail merchant pays the fee to the licensor. In the Licensing the fees may be an initial payment, annual minimum, annual proportion, and extra fees. The licensor offers the retail merchant the authority to use a trademark/name, technical and promoting recommendation, and help competitor.

Merger and Acquisition

The process in which the domestic firm selects a remote investment trust and merges itself with a remote investment trust or joins with another firm so as to perform international business is merger/acquisition. Generally, mergers result in joining along to create a replacement business firm. One firm is absorbed into the parent firm or runs as a subsidiary. This gives the acquired firm an advantage of being able to directly enter the target market quickly. It is a quick entry mode because the parent firm has existing customers, distribution channels, management experiences, brand name, and name. However, it is an awfully risky and expensive mode.

Joint Venture

A firm that's together owned by two or more corporations with a definite business entity is named a joint venture. It is lawfully separated from the parents firm. It can even be outlined as an overseas operation wherever the two international companies have enough equity to regulate management but cannot dominate the joint venture. For example, Fuji Xerox was discovered by two corporations Fuji icon and Xerox. The foremost common form of a joint venture may be a 50-50 venture. In this venture, each of the corporations owns fifty percent of the Associate in nursing possession stake. The conditions of venture shares could vary upon the agreements created by the firm. A number of the corporations even obtain majority shares to possess a lot of managerial right in the company or venture.

Factors Influencing the Choice of Entry Mode

Entering a replacement market could be a complicated method with various benefits and downsides. There are two factors that influence the selection of entry mode.

Internal Factors: - It is related to the internal environment of the firm.

External Factors: - It is related to the outside or external environment of the firm.

Internal Factors

The internal surroundings affect the selection of the long-run entry mode. It includes firm size, international expertise, and merchandise characteristics. One of the vital factors that directly influence the entry mode selection is the size of the firm. Smaller companies with restricted capital and resources have a lot of risk within the international market and its competitor.  This will increase the probabilities of failure and financial condition of the whole firm.

Therefore, smaller companies like export entry modes in the beginning. Later, they may consider employing a stratified model once the firm grows. On the other hand, big companies that may invest large resources, knowledge, and capital will simply contend with alternative SMEs and small companies that reduce the risks within the international market.

External Factors

External factors embrace socio-cultural variations, market, production, and environmental factors, like political, economic, and social-cultural factors from each the target market country and residential country. This issue includes the degree of risk and competition within the target market, trade barriers (direct and indirect), and also the intermediaries and these factors don't seem to be controlled or influenced by the corporate.

Context and Application

For a new start-up, it's very important to study the market competition.

For a company engaging in export and import, the company should study all the possible profit and loss situations and market entry methods to know whether entering a specific market is feasible or not.

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