Market entry strategy

Definition

A market entry strategy is a plan that a company creates to begin selling products or services in a new market, which involves understanding the local market conditions, competition, and potential risks. Companies must choose the right approach to enter a foreign market based on their goals, resources, and the nature of the market itself. This strategy can significantly impact a firm's success and includes various methods such as forming partnerships, acquiring existing businesses, or establishing wholly owned subsidiaries.

5 Must Know Facts For Your Next Test

1. A well-defined market entry strategy helps mitigate risks by analyzing local regulations, market demand, and competitive landscape.
2. Wholly owned subsidiaries are one of the most resource-intensive strategies, allowing full control but requiring significant investment and understanding of local markets.
3. Born-global firms often adopt rapid market entry strategies from inception, targeting international markets to leverage unique innovations.
4. International trade agreements can facilitate market entry by reducing tariffs and making it easier for companies to navigate legal barriers.
5. The choice of market entry strategy can influence not just market penetration but also brand perception and customer loyalty in new markets.

Review Questions

• How does the choice of a wholly owned subsidiary as a market entry strategy affect a company's control over its operations in a foreign market?
  • Choosing a wholly owned subsidiary allows a company to maintain full control over its operations, decision-making processes, and brand representation in a foreign market. This level of control is crucial for protecting intellectual property and ensuring that the company's standards are upheld. However, this strategy also requires significant investment and an in-depth understanding of local laws and cultural nuances, which can pose challenges for effective management.
• In what ways do born-global firms differ from traditional companies in their approach to market entry strategies?
  • Born-global firms typically prioritize rapid internationalization from their inception, often seeking out global markets for opportunities rather than focusing first on domestic success. This approach differs from traditional companies that might take gradual steps toward international expansion. Born-global firms leverage innovative products or services to penetrate multiple markets quickly, often utilizing digital platforms and strategic partnerships as part of their market entry strategy.
• Evaluate how international trade agreements influence the development of effective market entry strategies for companies looking to expand globally.
  • International trade agreements play a significant role in shaping market entry strategies by reducing barriers such as tariffs and import quotas, which can lower costs and simplify the logistics of entering new markets. Companies can leverage these agreements to strategically select countries with favorable trade terms that align with their business goals. Additionally, these agreements can provide legal protections that enhance security for investments made during the expansion process, ultimately enabling companies to adopt more aggressive and confident market entry strategies.

Related terms

Joint Venture: A business arrangement in which two or more parties agree to pool their resources for a specific goal, often used as a market entry strategy to share risks and profits.

Franchising: A method of expanding a business by allowing others to operate using the company's brand and operational model, providing an effective way to enter new markets with reduced risk.

Exporting:

The process of selling domestically produced goods to foreign markets, serving as one of the simplest ways to enter international markets.