Copyright © 2014 Pearson Education 5. Understanding International market FM : FM : Anis Gunawan, MBA,MM,SP Anisg @pmbs.ac.id.

Copyright © 2014 Pearson Education

5. Understanding International market

FM : FM : Anis Gunawan, MBA,MM,SPAnisg @pmbs.ac.id

International Business: Strategy, Management, and the New Realities

1. Foundation concepts of International business

2. The environment of International Business

3.Strategy and opportunityassessment

4. Entering and operating inInternational Markets.

5. Functional Area excellence

International business

5. Understanding International market

The New Global Challengers

• Some 100 companies from emerging markets are poised to become important 21st-century multinationals. Examples:

Brazil: Embraer, Sadia & Perdiago, Natura Mexico: America Movil, Grupo Modelo

India: Ranbaxy, Infosys, Tata Tea, WIPRO

China: Galanz, Haier, Chunlan Group Corp., Lenovo, Pearl River Piano

Turkey: Koc Holding, Vestel & Sisecam

Copyright © 2014 Pearson Education Inc.

Lenovo

Tata

New Global Challengers (cont’d)

The New Global Challengers benefit fromemerging markets:

Rapidly growing markets, some of which are large

Low-cost labor

Training grounds for competing with global incumbents

Complex operating environments, which produce some very capable firms


China

China Product

Key Concepts

1. Advanced economies: Post-industrial countries with high per capita income, competitive industries, and developed commercial infrastructure. Typically the richest countries, including Australia, Canada, Japan, U.S., and nations of Western Europe.

2. Developing economies: Low-income countries characterized by limited industrialization and stagnant economies. E.g. Bangladesh, Bolivia, Zaire.

3. Emerging market economies: Former developing economies that achieved substantial industrialization, modernization, and remarkable economic growth. E.g., Indonesia, Mexico, Poland, Turkey.


Indonesia

What are the “BRIC” countries?


The ‘BRIC’ Countries


Advanced Economies, Developing Economies, and Emerging Markets


Emerging Market Economies

• About 40 countries with rising economic aspirations that enjoy rapidly growing standards of living

• Evolving towards wealthy nation status

• Importance in the world economy is increasing as they become attractive destinations for exports, FDI, and sourcing.

• Examples: Hong Kong, Israel, Saudi Arabia, Singapore, South Korea, and Taiwan have developed beyond the emerging market stage.


Hongkong

China: Growing Role in International Business

1. Huge population; rapidly growing economy; big importer

2. Began pursuing market reforms in the late 1970s3. Achieved explosive economic growth, quadrupling its

GDP during the succeeding 30 years4. China is already the world’s second-largest economy

but has poor business infrastructure.5. Among commodities, China buys one-third of the

world’s coal, cotton, fish, rice, and cigarettes. It buys one-quarter of the world’s steel and one-half its pork.

6. China endures serious problems of air, water, and land pollution and has 8 of the world’s top 10 polluted cities.


China

China stay

What Makes Emerging Markets Attractive?

1. Emerging Markets as Target Markets• Many have huge middle classes with significant income for

buying electronics, cars, health care services, and countless other products.

• Many exhibit high economic growth rates.

2. Emerging Markets as Manufacturing Bases • Home to low-wage, high-quality labor for manufacturing

and assembly operations• Large reserves of raw materials and natural resources as in

South Africa, Brazil, Russia


South Africa

What Makes Emerging Markets Attractive? (cont’d)

3. Emerging Markets as Sourcing Destinations1. MNEs have established numerous call centers in

Eastern Europe, India, the Philippines, and elsewhere.

2. Dell and IBM outsource certain technological functions to knowledge workers in India.

3. Intel and Microsoft have much of their programming activities performed in Bangalore, India.

4. Investments from abroad benefit emerging markets as they lead to new jobs, production capacity, transfer of technology. and linkages to the global marketplace.


Estimating the Potential of Emerging Markets

1. Estimations are challenging because of peculiar economic and social environments in these countries.

2. Limited availability and reliability of data3. Market research can be very costly and less

precise, as compared to the advanced economies.

4. Market potential indicators include: GDP growth rate, income distribution, commercial infrastructure, unemployment rate, and consumer expenditures for discretionary items.


Purchasing Power Parity (PPP)Adjustment to per capita GDP

1. In relying on per capita GDP for comparison of different countries, one should use PPP exchange rates, rather than the market exchange rates.

2. PPP adjustment provides a more realistic indicator of purchasing power of consumers in emerging and developing economies.

3. PPP adjusted per capita GDP represents the amount of products that consumers can buy in a given country, using their own currency and consistent with their own standard of living.


The Big Mac Index


Key Criteria for Assessing the Attractiveness of Emerging Markets and Developing Economies

1. Market Size: the country’s population, especially those living in urban areas

2. Market Growth Rate: the country’s real GDP growth rate3. Market Consumption Capacity: income of the middle class4. Commercial Infrastructure: density of telephone lines, number

of personal computers, density of paved roads, population per retail outlet, and other such characteristics

5. Economic Freedom: the degree to which government intervenes in business activities

6. Country Risk: degree of political risk


Challenges of Doing Business in Emerging Markets

1. Political instability – corruption, weak legal systems, and unreliable government authorities increase business risks and costs and hinder forecasting

2. Weak intellectual property protection – discourages producing or selling goods that entail valuable assets

3. Bureaucracy, red tape, and lack of transparency -- burdensome rules, excessive requirements for licenses, approvals, and paperwork; not accountable legal and political systems. E.g., it may take years, or many bribes, to obtain permissions to do business. China, India, and Russia are particularly problematic.


Challenges in Emerging Markets (cont’d)

• Poor physical infrastructure – Basic infrastructure – such as – high-quality roads, drainage systems, sewers, and electrical utilities – are often sorely lacking in emerging markets.

• Partner availability and qualifications – given emerging market challenges, foreign firms may seek local partners, who provide access to markets, supplier and distributor networks, and key government contacts. But qualified partners are often hard to find or require much assistance to upgrade their abilities.


Challenges in Emerging Markets (cont’d)

• Dominance of family conglomerates – economies are often dominated by privately-owned, local companies that are highly diversified and control supplies and employment. They are common in South Korea (chaebols), India (business houses), Latin America (grupos), and Turkey (holding companies).


Chaebol


Strategies for Doing Business in Emerging Markets

• Customize Offerings to Unique Emerging Market Needs. Successful firms develop a deep understanding of the distinctive characteristics of buyers, local suppliers, and distribution channels in emerging markets, and customize offerings and business models accordingly.

• Partner with a family conglomerate – FCs can provide various advantages, including financing, bank services, local suppliers, and distribution channels. FCs can help reduce risks, time, and capital requirements; develop relationships with governments and other key players; and overcome infrastructure hurdles.


• Target governments, which buy enormous quantities of products, such as computers, furniture, office supplies, and motor vehicles, as well as services. State enterprises operate in areas such as railways, airlines, banking, oil, chemicals, and steel.

• Skillfully Challenge Emerging Market Competitors. New global challengers and other emerging market firms possess various advantages that require skillful strategies and due diligence to overcome.

Strategies for Emerging Markets (cont’d)


Strategies for Emerging Markets (cont’d)Low-cost labor, skilled workforce, government support, and family conglomerates give emerging market firms various advantages. Advanced economy firms must:

Conduct research to understand target markets and the indigenous challengers;

Acquire new capabilities that build competitive advantage (e.g., develop new products, new ways of doing business, local alliances);

Leverage the same advantages in emerging markets enjoyed by local firms (e.g., low-cost labor, skilled workforce, cheap capital, key partnerships).


Foreign Firms Support Local Economic Development

1. Wal-Mart and Home Depot have created new, cost-effective distribution channels in Mexico.

2. Unilever and P&G sell shampoo in India for less than $0.02 per mini-sachet.

3. Cemex provides low-cost building materials to millions of poor people.

4. Narayana Hrudayalaya sells health insurance for less than $0.20 per person per month in India.

5. Various cell-phone and telecom firms have substantially increased telecommunications infrastructure in Africa.


Walmart

China in International Business

1. Huge population; rapidly growing economy; ……………..

2. Achieved ………………………….growth, quadrupling its GDP during the succeeding 30 years

3. China is already the world’s second-largest economy but has poor ………………………………….

4. Among commodities, China buys one-third of the world’s ………………………………... It buys one-quarter of the world’s steel and one-half its pork.

5. China endures serious problems of air, water, and land pollution and has 8 of the world’s top 10 ……………….


Quiz 5.

China Role in International Business

1. Huge population; rapidly growing economy; ……………..

2. Achieved …………………..growth, quadrupling its GDP during the succeeding 30 years

3. China is already the world’s ……………………..but has poor business infrastructure.

4. Among commodities, China buys one-third of the world’s coal, cotton, fish, rice, and cigarettes. It buys ……………. of the world’s steel and one-half its pork.

5. China endures ………………of air, water, and land pollution and has 8 of the world’s top 10 polluted cities.


Quiz 5.

Copyright © 2014 Pearson Education 5. Understanding International market FM : FM : Anis Gunawan, MBA,MM,SP Anisg @pmbs.ac.id.

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