Summary: Mb-Forstr-15

Read the summary and the most important questions on MB-FORSTR-15

• Hoofdstuk 1

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• What are drivers for internationalizing a company?

  • Strategy (market development)
  • Opportunities
  • Customer (demand)
  • Competition

• Explain the terms internationalization, export development and export planning

  • Internationalization - The growing tendency of corporations to operate across national boundaries
  • Export development - Defining what how to operate across national boundaries
  • Export plan - International marketing plan
    
    
    

• What are the 10 steps of the export plan structure and define each step

  1. Company overview - history, sales, region, organisation, competitors
  2. Internal- and external analysis 
  3. SWOT - outcome: current business strategy & recommended international strategy
  4. Country selection - selection and prioritization of high potential countries
  5. Value- and supply chain - overview of the setup
  6. Market entry options - bases on a set of entry criteria
  7. Marketing mix - overview of the marketing mix
  8. Logistics & distribution - description of the selected markets
  9. Financial plan - and relevant legal issues
  10. 10-step milestone plan - realization of market entry, sale and delivery of first order

• Hoofdstuk 2

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• What is a DESTEP analysis?

  Describes all the market factors of a country
  

  • Demographic
  • Economic
  • Social
  • Technical
  • Ecological
  • Political 
    

• Why do you apply a DESTEP-analysis to existing markets before looking at new markets?

  To determine what kind of external factors contribute to your succes and eventually find out which may vary in a foreign new market

• Hoofdstuk 3

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• Which model can you use to describe the competitive environment? Which three competitive strategies derive from that?

  Porter's 5 forces model
  

  1. Identify key aspects or elements of each competitive force that impacts the firm
  2. Evaluate how strong and important each element is for the firm
  3. Decide whether the collective strength of the elements is worth the firm entering or staying in the industry

• What model can you use to define how a company can grow?

  • The growth model - Ansoff
  • The core competences model - Hamel & Prahalad

• Name two product portfolio management models, explain them both

  • Boston Consultancy Group-matrix

  
  Analyses the performance of the individual product lines or SBU's
  
  

  • GE-matrix

  
  More advanced and accurate than the BCG when it comes to positioning of the SBU
  Market growth becomes market attractiveness
  Market share becomes competitive strength of SBU

• What are the four elements of the value proposition?

  1. Porter's generic competitive strategies
  2. Treacy & Wiersema's competitive strategies
  3. Benchmarking model
  4. Ways to gain a strategic advantage by Ohmae

• Name the difference between customer-based and corporate-based strategies

  Customer-based: fulfilling the needs of the customer
  Corporate-based: based on the strength of corporation