Page 42 - GLOBAL STRATEGIC MARKETING

Chapter 6: International market entry strategies

Case study: Drambuie, Tyrrells Crisps

Market entry decisions are a major strategic concern

for international marketers. Before the right decision
can be made, the organisation needs to determine

the level of resources available to the organisation
and the levels of commitment, control and risk the
organisation is willing to take. There are different ways in which an organisation can

enter new markets; direct and indirect exporting, co-operation strategies and foreign
direct investment. To determine the right strategy organisations must not only assess

its own resources and capabilities but also tariff and non tariff barriers, SLEPT forces,
company objectives, the market, competition and demand for the company’s offering.