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8/21/2019 Pertemuan 11 Entry Strategy
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McGraw-Hill/Irwin 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.
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Pertemuan 8
Entry Strategy
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Basic Entry DecisionPasar mana yang akan dimasuki
Kapan akan memasuki suatu pasar
Skala usaha yang bagaimana
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Which Foreign Markets
Politically unstabledeveloping nations.
Speculative financialbubbles have led toexcess borrowing.
Favorable benefit-cost-risk trade-off
Politically stable nations.
Free market systems
No dramatic upsurge
in inflation orprivate sector debt.
Mixed or commandeconomies.
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Timing of Entry
First-mover advantage.Menghalangi rival dan menangkap permintaan.
Lebih dahulu merasakan kurva pengalamandibandingkan rivalnya dan memperoleh cost
advantage.Menciptakan switching costs.
Disadvantages:First mover disadvantage -pioneering costs.
Perubahan dalam kebijakan pemerintah
Costs early entrantbears that laterentrant can avoid.
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Cara memasuki pasar
Exporting
TurnkeyProjects
Licensing
Franchising
JointVentures
Wholly OwnedSubsidiaries
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Exporting
Keuntungan:Menghindarkan biaya mendirikan operasi manufaktur
Dapat mencapai kurva pengalaman dan tempat adanyapenghematan
Kerugian:
Bersaing dengan manufaktur yang low-costLokasi manufaktur
Transportation costs yg tinggi
Rintangan tarif
Kurangnya pengendalian
Melakukan pengiriman ke negara lain untuk penjualan ataupertukaran
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Turnkey Projects
Advantages:Can earn a return on knowledge asset.Less risky than conventional FDI.
Disadvantages:
No long-term interest in the foreign country.May create a competitor.
Selling process technology may be sellingcompetitive advantage as well.
Mengekspor process know how kepada negara dimanaFDI dilarang. Kontraktor setuju untuk menangani
proeyk scr rinci untuk klien asing
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Licensing
Keuntungan:
Mengurangi biaya pengembangan dan resiko dlmmembangun perusahaan asing
Kekurangan modal ventureaTidak familier atau pasar politik yg bergejolak.
Mengatasi rintangan investasi yag terbatas.
Pihak lain dapat mengembangkan aplikasi bisnis dari
intangible property.Kerugian:
Kurangnya pengendalian.
Licensing lintas batas akan sulitCross-border licensing
may be difficult.Menciptakan pesaing
Risk ReductionCross-licensingJoint venture
Persetujuan dimana licensor membrikan hak thd intangibleproperty kpd pihak lain dlm jangka waktu ttt utk
mendapatkan pengembalian atas royalti
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Franchising
Keuntungan:Mengurangi biaya dan resiko membangun
perusahaan .Kerugian:
Pergerakan profit dri suatu negara ke negaralain mungkin dilarang utk mendukung operasi di
negara lain.Quality control.
Franchiser menjualintangible propertyBeserta peraturan
Pelaksanaan operasi bisnis
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Joint Ventures
Keuntungan:Manfaat pengetahuan dari mitra lokal.
Shared costs/risks dengan mitra.
Mengurangi resiko politik.
Kerugian:Resiko memberikan pengendalian teknologi kps mitra.
Tidak menyadari kurva pengalaman atau tempat ekonomi
Kepemilikan bersama dapat menimbulkan adanya konflik.
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Wholly Owned Subsidiary
Keuntungan:Tidak ada resiko kehilangan kompetensi teknis kepesaing.
Pengnedalian atas operasi yg ketat.
Menyadarei kurva pembelajaran dan tempat ekonomis.
Kerugian:Full cost and risk.
Acquisition
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Selecting an Entry Mode
Technological Know-How
Management Know-How
Wholly owned subsidiary, except:1. Venture is structured to reducerisk of loss of technology.
2. Technology advantage istransitory.
Then licensing or joint venture OK.
Franchising, subsidiaries(wholly owned or jointventure).
Pressure for CostReduction
Combination of exporting andwholly owned subsidiary.
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Strategic Alliances
Keuntungan:Memfasilitasi masuk ke pasar.
Memnangi fixed costs.Menyatukan skill dan asset yg tdk dimilikiperusahaanMendirikan standar teknologi indsutry.
Kerugian:Pesaing mendapatkan lowcost
Cooperative agreements betweenpotential or actual competitors.
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Critical Questions for a
Product-Market Profile: The 9 Ws
1.Who buys our product?
2.Who does not buy our product?
3.What need or function does our product serve?
4.What problem does our product solve?
5.What are customers currently buying to satisfy the need and/or solve
the problem for which our product is targeted?
6.What price are they paying for the products they are currently buying?7.When is our product purchased?
8.Where is our product purchased?
9.Why is our product purchased?