MKT630 International Marketing -Assignment 1 Spring 2011 - Idea Solution

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MKT630 International Marketing -Assignment 1 Spring 2011 - Idea Solution

When a company decides to enter foreign markets, it must choose an entry strategy.
Many strategies exist with differing levels of company involvement. The level of
involvement is positively related to the level of risk and control a company wishes to
undertake. The diagram below illustrates this positive relationship. Several criteria
should be considered before selecting the appropriate market entry method.
According to Doole and Lowe (2001) company objectives and expectations, size and
financial resources, existing foreign market involvement, skills, abilities and attitudes
of management, the nature and power of the competition, the nature of the product or
service itself and the timing of the move relative to competitors should be considered.
1.1 Objectives
· The primary objective of this research paper was to gain knowledge about the
different strategic choices available to firms with regards foreign market entry.
· The secondary objective was to explain the differences between direct and
indirect export strategies.
1.2 Research Methodology
· Secondary research was conducted in the form of reviewing relevant textbooks
in the James Hardiman Library of NUIG.
· Relevant articles on electronic journals were also reviewed.
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