希尔国际商务第11版英文PPT-(64)[27页]课件.ppt

International Business 11eBy Charles W.L. HillCopyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Chapter 16Exporting, Importing, and Countertrade16-3Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Why Export?Exporting is a way to increase market size and profits lower trade barriers under the WTO and regional economic agreements, such as the EU and NAFTA, make it easier than everLarge firms often proactively seek new export opportunities, but many smaller firms export reactively often intimidated by the complexities of exporting16-4Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Why Export?Exporting firms need to identify market opportunitiesdeal with foreign-exchange risknavigate import and export financingunderstand the challenges of doing business in a foreign market16-5Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.What Are the Pitfalls of Exporting?Common pitfalls includepoor market analysispoor understanding of competitive conditionsa lack of customization for local marketsa poor distribution programpoorly executed promotional campaignsproblems securing financinga general underestimation of the differences and expertise required for foreign market penetration an underestimation of the amount of paperwork and formalities involved 16-6Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.How Can Firms Improve Export Performance?Many firms are unaware of export opportunities availableFirms need to collect informationFirms can get direct assistance from some countries and/or use an export management companies both Germany and Japan have developed extensive institutional structures for promoting exportsJapanese exporters can use knowledge and contacts of sogo shosha - great trading housesU.S. firms have far fewer resources available16-7Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Where Can U.S. Firms Get Export Information?The U.S. Department of Commerce the most comprehensive source of export information for U.S. firmsThe International Trade Administration and the United States and Foreign Commercial Service“best prospects” lists for firms The Department of Commerce organizes various trade events to help firms make foreign contacts and explore export opportunitiesThe Small Business Administration Local and state governments16-8Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.What Are Export Management Companies?Export management companies (EMCs) are export specialists that act as the export marketing department or international department for client firmsTwo types of assignments are common:1.EMCs start export operations with the understanding that the firm will take over after they are established not all EMCs are equalsome do a better job than others16-9Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.What Are Export Management Companies?2.EMCs start services with the understanding that the EMC will have continuing responsibility for selling the firms productsbut, firms that use EMCs may not develop their own export capabilities16-10Copyright2017McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.How Can Firms Reduce the Risks of Exporting?To reduce the risks of exporting, firms shouldhire an EMC or export consultant to identify opportunities and handle paperwork and regulations focus on one or a few markets at firstenter a foreign market on a small scale in order to reduce the costs of any subsequent failuresrecognize the time and managerial commitment involveddevelop a good relationship with local distributors and customers hire locals to help establish a presence in the marketbe proactiveconsider local production Think Like a Manager 3M, a manufacturer of household and office products, bases its export strategy on four principles: FIDO (First In Defeats Others), enter on a small scale to reduce risks, add additional product lines once the exporting operations start to become successful, and hire locals to promote the firms products. If you were competing with 3M for market share in a foreign country, how might you counter their strategy? Would you flood the market with similarly priced goods? Wait for 3M to develop local demand and then export competing 。