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Plekhanov Russian Academy of Economics. St. Peterburg. Moscow. Doing Business in Russia. Entering New Markets. Maria Kalmykova. Plekhanov Russian Academy of Economics. Lecture Outline Strategies Models of New Markets Entrance 4P modification Russian Regional Aspects.

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  1. Plekhanov Russian Academy of Economics St. Peterburg Moscow Doing Business in Russia Entering New Markets Maria Kalmykova

  2. Plekhanov Russian Academy of Economics • Lecture Outline • Strategies • Models of New Markets Entrance • 4P modification • Russian Regional Aspects Maria Kalmykova

  3. Plekhanov Russian Academy of Economics • Strategies • Globalization Adaptation Maria Kalmykova

  4. Plekhanov Russian Academy of Economics External Marketing Audit Macro-environment Political-legal factors: monopoly, legislation, regulations, etc. Economic factors: inflation, employment, interest rates, etc. Social-cultural factors: lifestyle, geography, demographics, etc. Technological factors: new products and processes, materials, etc. Market Market size, growth rates, trends, developments. Customer geodemographics, buyer behaviour trends, attitudes. Market segments. Distribution: power changes, channel evaluations, potentials, etc. Competition Actual and potential competitors. Their objectives and strategies. Distinctive competences and weaknesses. Market shares. Profitability barriers. Entry barriers. Maria Kalmykova

  5. Plekhanov Russian Academy of Economics Internal Marketing Audit Operating Results Sales Market share Profit margins Costs Strategic Issues Marketing objectives (current) Market segmentation Competitive advantage Core competences Positioning Portfolio Marketing Mix Effectiveness Product Price Promotional activities Channels of distribution Marketing Structures Organisation of marketing functions Marketing training Information dissemination within/between functions Marketing Systems Marketing information systems (MIS) Marketing planning systems Marketing control systems Maria Kalmykova

  6. Plekhanov Russian Academy of Economics Strategic Analysis Tools • STEP (Social, Technological, Economic, Political) • SWOT (Strengths, Weaknesses, Opportunities, Threats) • BCG matrix (Questions, Stars, Cash cows, Dogs) • Ansoff model (Products – Markets, new and existent) • McKinsey model (competitiveness – market attractiveness) • Porter (competitive advantages, competitive power) * Communications audit * Law Maria Kalmykova

  7. Plekhanov Russian Academy of Economics • Models of New Markets Entrance • Export • Direct Indirect • Abroad offices Trade companies • Agents/agencies in the country of production Strategic alliances • Trade branch Non direct export Where to search mediators? B2B – exhibitions (ExpoCenter www.expocentr.ru, Crocus-Expo www.crocus-expo.ru) Maria Kalmykova

  8. Plekhanov Russian Academy of Economics • Investment in stocks/shares (long-term, overseas…) • Direct investments • Buying up abroad companies • Own branches • Indirect investments • Abroad assembly • Licensing agreement • Franchising • Managerial contracts • Production under contract (Production cooperation) • Personal trainings Maria Kalmykova

  9. Plekhanov Russian Academy of Economics 3. Licensing 4. Franchisee companies 5. Representative offices 6. Co-production 7. Branches / Own production 8. Buying up resident companies Maria Kalmykova

  10. Plekhanov Russian Academy of Economics • 4P modification • Product • Price • Place • Promotion Maria Kalmykova

  11. Plekhanov Russian Academy of Economics • Entering New Marketskeep in mind • Geography • Consumption culture • Merchandising system • Logistics • Storehouses • New technologies • … Maria Kalmykova

  12. Plekhanov Russian Academy of Economics Case Study Maria Kalmykova

  13. Plekhanov Russian Academy of Economics Regional Aspects (Russia) Maria Kalmykova

  14. Plekhanov Russian Academy of Economics Maria Kalmykova

  15. Plekhanov Russian Academy of Economics • Research • Consumers behavior • Entry barriers • Product / service demand Maria Kalmykova

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