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John Baker - Case from Bulgarian University

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Submitted By StAtanasova
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Джон Бейкър, вицепрезидент на Taruse Manufacturing (TM) е извикал Ед Андерсън, мениджърът по експорта, за да обсъдят резултатите от продажбите на нов вид лепило, което те изнасят за подразделението си (търговски филиал) в Еквадор.
Бейкър: Ед, как вървят продажбите на новото лепило, което изпращаме в Еквадор?
Андерсен: Всичко е наред, Джон. Продали сме 5000 quarts по 51 сукрес или 3 долара за един quart през последните шест месеца.
Бейкър: Не е лошо за една малка операция. Ако се поддържат така нещата, този продукт ще стане бестселър.
Андерсън: Това е истина, и макар че нашата печалба е добра, аз мисля, че мога да я увелича.
Бейкър: Колко би струвало пълненето на кутиите в Еквадор (на място)?
Андерсън: Казаха, че кутиите, етикетите и трудът ще бъдат около 6,75 сукрес , което е 2.5 цента за кутия. Единствено необходимата инвестиция е един спирателен вентил (клапа), който да се завинтва в предната част на барабана при пълнене на кутиите.
Бейкър: Аз не съм сигурен, че е на лице предимство, Ед. Кутиите, етикетите и трудът са много по-скъпи в Еквадор, отколкото тук. Къде е предимството?
Андерсън: Нека Ви покажа, Джон.

Анализирайте представения случай:
1. Посочете кой метод за навлизане на международния пазар се визира.
2. Къде се крие предимството, за което говори Андерсън?

Решение

Използваният метод за навлизане на международния пазар е „Чрез пряко инвестиране”, защото са налице експортни дейности, ПЧИ, закупува се предприятие в Еквадор, където трябва допълнително да се закупи спирален вентил.
Относно характеристиките на инвестициите съществуват елементи на метода „Зелена поляна”, тъй като Джон Бейкър цели изграждане на филиал в Еквадор, като наеме работници, обучава ги, управлява ги, дава им ноу-хау и технология.
Тук идва и другия момент. В бъдеще филиалът в Еквадор би могъл да използва повече ресурси от компанията-майка, отколкото от придобитата фирма. Това са характеристики на метода „Кафява поляна”.

Предимството, за което се говори е завладян нов пазар на международно ниво. Друго – необходимо е да се инвестира САМО във вентил и съответно в обучението на работниците (как да работят с него). За такъв тип производство тази инвестиция е почти нищожна.
Рискът е минимален.

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