12 May MARKET ENTRY STRATEGIES
MARKET ENTRY STRATEGIES
Which market entry strategy provides the quickest entry into the market? What about the slowest entry? Create a scenario of entry using the information presented in the Marrocco article. I need 350 – 400 words for $20.00.
Market Entry Strategies The expansion adaptive strategies specify entering or gaining access to a new market and the maintenance of scope strategies may call for obtaining new resources. Therefore, the next important decision that must be made for these strategies concerns how the organization will enter or develop the market – the market entry strategies. If a reduction adaptive strategy is selected, normally there is no market entry decision and market entry strategies are not used. There are three major methods to enter a market. As illustrated in Exhibit 6–4, an organization can use its financial resources to purchase a stake in the new market, team with other organizations and use cooperation to enter a market, or use its own resources to develop its own products and services. It is important to understand that market entry strategies are not ends in themselves but serve a broader aim – supporting the adaptive strategies. Any of the adaptive strategies may be carried out using any of the market entry strategies but each one places different demands on the organization. Purchase Strategies Purchase strategies allow an organization to use its financial resources to enter a market quickly, thereby initiating the adaptive strategy. There are three purchase market entry strategies: acquisition, licensing, and venture capital investment. Acquisition Acquisitions are entry strategies for expansion through the purchase of an existing organization, a unit of an organization, or a product/service. Thus, acquisition strategies may be used to carry out both corporate and divisional strategies such as diversification, vertical integration, market development, or product development. There are many reasons to purchase another organization, such as to obtain real estate or other facilities, to acquire brands, trademarks, or technology, and even to access employees. However, the most common reason is to acquire customers.20 The acquiring organization may integrate the…
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