Ebook Global marketing (8th edition): Part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Global marketing (8th edition): Part 2
Ebook Global marketing (8th edition): Part 2
9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2their results using the Pearson MyLabs. Visit mymktlab.com for simulations, tutorials, and end-of-chapter problems.CASE 9-1Mo’men Launches Franchises in ƯAE" ' ' 1 ■■■ "" ■■ **~ "* "* •" ■■■ 11Mown, owned by the Mown Group, ft one of the largest restaurant chains in Egypt. The name comes from the wo Ebook Global marketing (8th edition): Part 2rd mo'men or -believer" in Arabic which highlights the Islamic identity of the brandThe Mown Group includes the Al Motaheda Foods. Mown, Pizza King. TEbook Global marketing (8th edition): Part 2
hree Chefs, and Planet Africa brands. The Mown brothers started the company in 1988 to meet the Egyptian markets need for a fast-food restaurant that 9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2ut 15 percent share of the fast food market.Since Mo'men IS based in Egypt and has an Islamic Identity. It only otters foods that are halal. As opposed to haram, halal stands for anything, objed or adion, that is permissible under the Islamic law There is no pork on the menu; it is forbidden to eat Ebook Global marketing (8th edition): Part 2pork in Islam Similariy, bread is one of the important components in Egyptian cuisine. Thus. Mown makes sure that the quality of the breadExhibit 9-1Ebook Global marketing (8th edition): Part 2
Mo'men restaurants today cater to more than 9 million customers annually in Egypt atone. m a little more than 20 years, the one-store restaurant has b9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2owth markets.Source: wsmine Merdsrvfccou284FIGURE 9-1Investment Cost of Market-Entry Strategiesin its sandwiches is high on taste as well as nutrients It is worth noting that Egypt has the highest bread consumption worldwideSince Its humble beginnings in 1988. Mo'men has grown from just one store to Ebook Global marketing (8th edition): Part 2 an international brand However, such rapid growth has not been easy The Wo men Group has invested heavily in infrastructure and in the application ofEbook Global marketing (8th edition): Part 2
modern branding concepts. In 2008, It made the strategic decision to work with one of the world’s largest branding agencies to ơeate a reputable, wel9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2 retooling was a leap in hto'mens history, taking It to an international level.In addition to the Islamic identity that the company has built, Mo'men Group has also entered into a long-term joint venture with the AJ Islami Group of the United Arab Emirates (UAE) to market Mo'men franchises. Al Islam Ebook Global marketing (8th edition): Part 2i Group is a leading halal food producer in the Middle East. The $21 million project will span 20 years.The first franchised outlet in the UAE openedEbook Global marketing (8th edition): Part 2
in Sharjah, and the goal IS to open a total of 20 outlets across the Emirates. Mo’men Group sees the ỤAE as a regional hub from where it can expand an9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2-service restaurant and an integral part of its clientele's daily lives, nationally and globally Mo'men restaurantsare located in Egypt. Bahrain. Libya, Sudan, Malaysia. Qatar, Saudi Arabia, and the UAE, as per the franchise agreement. As It expands to the global market. Mo'men ensures that Its food Ebook Global marketing (8th edition): Part 2 menu accounts for the local taste, while retaining the essence of the brand This was the case when Mo'men penetrated the Malaysian market. The secondEbook Global marketing (8th edition): Part 2
part of this case aims to show how Mo men adapted to the cultural differences m Malaysia and the method for operating in the Malaysian market. To lea9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2discuss several additional entry mode options that form a continuum As shown in Figure 9-1, the levels of involvement, nsk, and financial reward increase as a company moves from market-entry strategies such as licensing to joint ventures and. ultimately, various forms of investmentWhen a global comp Ebook Global marketing (8th edition): Part 2any seeks to enter a developing country market, an additional strategy issue that must be addressed is whether to replicate, without significant adaptEbook Global marketing (8th edition): Part 2
ation, the strategy that served the company well in developed markets. Formulating a market-entry strategy means that management must decide which opt9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2nd on their vision, their attitude toward risk, the availability of investment capital, and the amount of control sought.LEARNING OBJECTIVES1Explain the advantages and disadvantages of using licensing as a market-entry strategy.2Compare and contrast the different forms that a company's foreign Inves Ebook Global marketing (8th edition): Part 2tments can take.3Discuss the factors that contribute to the successful launch of a global strategic partnership.4Describe the special forms of cooperaEbook Global marketing (8th edition): Part 2
tive strategies found in Asia.5Explain the evolution of the virtual corporation.6Use the market expansion strategies matrix to explain the strategies 9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2a contractual arrangement whereby one company (the licensor) makes a legally protected asset available to another company (the licensee) in exchange for royalties, license fees, or some other form of compensation.1 The licensed asset may be a brand name, company name, patent, trade secret, or produc Ebook Global marketing (8th edition): Part 2t formulation. Licensing is widely used in the fashion industry. For example, the namesake companies associated with Bill Blass. Hugo Boss, and otherEbook Global marketing (8th edition): Part 2
global design icons typically generate more revenue from licensing deals for jeans, fragrances, and watches than from their high-priced couture lines.9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t Ebook Global marketing (8th edition): Part 2hough none is an apparel manufacturer, licensing agreements allow them to leverage their brand names and generate substantial revenue streams. As these examples suggest, licensing is a global market-entry and expansion strategy with considerable appeal. Il can offer an attractive return on investmen Ebook Global marketing (8th edition): Part 2t for the life of the agreement, provided that the necessary performance clauses arc included in the contract. The only cost is signing the agreementEbook Global marketing (8th edition): Part 2
and policing its implementation.9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved t9Global Market-Entry Strategies: Licensing, Investment, and StrategicAlliancesMyMarketingLab™ Q Improve Your Grade! Over 10 million studenu improved tGọi ngay
Chat zalo
Facebook