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When it comes to internal video, many companies find
they have too many cooks in the kitchen. Various
departments such as publishing, creative, enterprise
architects, marketing, corporate communications, and IT
may all have experimented with video, leaving a messymixture of systems in place.
What those companies need is a centralized system
using a common platform.
- Philipp Karcher, analyst with Forrester Research.
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Introduction
VideoSquareis a cloud based video content management
tool specializing in live and on-demand interactive media
presentations, webcasts and multimedia programs.
It enables Enterprise to webcast and record high quality live
video presentations for communicating messages in a targeted
and cost effective way.
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Challenges
Initiate a single place from which to manage portal
presence effectively
Stand out as a compelling content provider going above
and beyond in a crowded B2B market Dealing with CAGE framework in unknown territory
Speed of Entry- Improve lead generation
Local Competition
Promote events with an interactive experience Enable sales with more qualifiedleads
Showcase company culture
Control system to monitor performance over time
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Reasons for going abroad
To reach large economies of scale by selling to
more customers in other countries
To reduce the risk of overdependence on one
country by spreading sales in multiple countries
To replicate the success at home in new settings.
Not enough scope of expansion in current Hungarianmarket
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Three Key Questions
Why should we go?
o Positive economic logic?
o Supported by our differentiators?o Strengthens or adds to our differentiators?
If notSTOP! Consider another strategy.
If the why is positive Only then move to Where and
How
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Market Entry Plan
10 key steps identified for Foreign Market Entry Plan:
1. Analyze market opportunity
2. Assess product potential3. Establish market entry mode
4. Make a firm commitment
5. Allocate necessary resources
6. Identify technical issues
7. Develop strategic marketing plan
8. Organize operational team
9. Implement marketing strategy
10. Evaluate and control operations
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When to Enter the
Potential Market
An important decision in the internationalization process is to
decide the timing of the market entry.
VideoSquare enjoys first mover advantage in countries chosen
Austria and Indiafirst movers also encounter disadvantages, which
become late mover advantages for their competitors.
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How to Enter?
Four main entry modes to consider:
Own subsidiary (green field investment)
Acquisition
Joint Venture
Franchise
or Licencing
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Video Square plans to choose Contractual entry mode as
an initial strategy to minimize risks and exploit theexpertise of partners.
Due to limited experience and information on the specificmarket , we intend to use the services of localprofessional sales consultants or agents in order toacquire business contacts of the new customers by payingthem a determined fixed fee and a success fee during thecontract period.
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Comparison of the
different entry modes
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12
Economic
logic
Arenas
VehiclesStaging
Differentiators
Arenas
India and Austria
Enterprise Video Content
Partnerships
Vehicles
Full Life Cycle Content Management
Tailor Made Platform Design
Dual Stream Technology
Public and Private Cloud
Differentiators
Low Cost Through scale
One Time Investment Cost
Increase in Number of users at no
additional cost
Economic logic
Market SignalsHigh Growth
Not Urgent but ASAP
Slow and Steady
Staging
INTERNATIONAL STRATEGY
AND THE STRATEGY DIAMOND
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Marketing Mix: 7 Ps
Product
VideoSquare provides powerful cloud-based solutions fordelivering and monetizing video across every connected device.
Price
Evidently the standard would remain as stated on the VideoSquarewebsite.
People
The right people who are able to create a competitive advantagewherever necessary for the company should be recruited.Employees that have the right interpersonal skills are a necessity.
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Market Potential
Big Yes!
Preferred global destination for IT and ITeS.
IT-business process management (BPM) sectorestimated to expand at a CAGR of 9.5 percent to
reach US$ 300 billion by 2020. The sectorincreased at a CAGR of 25 percent over 200013,34 times higher than global IT-BPM spends.
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Market Potential
Segmentation -
USP: Cost Competitiveness, 34 times cheaperthan the US
Single Window Clearance system
Special Economic Zones
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Market Potential
Video Square - Disruptive technology!
Heavy Mobile phone usage. Mobile video trafficexpected to grow a whopping 87 times by 2017 inIndia (As stated by Ciscos 2013 Visual NetworkingIndex)
Deloitte research report anticipates 50-60
percent of all the mobile data consumption inIndia to be driven by video over next 2-3 years
Skype 4thmost downloaded social media app inIndia
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Channeling
Most viable option of Entry- through partnership.
It is a contractual agreement -
In which a firm (the licensor) sells the right to use its intellectual property
(technology, patents, work methods, brand names, trade marks, copyright,and company name) to a firm (the licensee) in return for fees.
Reasons-
Minimize risk
Local partners have more expertise and connections.
Minimal Investment
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Channeling Strategy
Use the services of local professional sales consultants oragents in order to acquire business contacts of the newcustomers
Pay them a determined fixed fee and a success fee, say 5-10percent of revenue generated on the market during thecontract period and/or 1-2 years after.
Active sales/marketing through partners- Proposals/presentations to customers
- Cold calls
- Participation is exhibitions, visits
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Reaching the customers
Key partner contacts
Lead Nurturing
- Understand the clients buying cycle- Focus on the clients specific needs
- Be coherent in your communication strategy
Internet as a medium for eMarketing approaches
Communication and building relationships
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Key Takeaways
India is the Worlds Third Largest Internet Population.Overtakes Japan by Adding 17.6 Million Users in the Past
Year.
73.9 Million Indians Surfed the Web via a Home or WorkComputer.
Younger males and women aged 35-44 emerge as powerusers
Non-PC traffic growth starting to accelerate in 2013 Mobileand Tablet shares grows to 14.2%
Entertainment and Online Video Remain Popular YouTube isthe Number One Destination for Videos
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Recommendations
Cost of Customer Acquisition might be high
Challenge of Educating the customer
With limited budget - slow, steady & lean Might Take time to establish
Should Take early mover advantage
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Conclusions
Highly Growing Market
Few Exclusive Competitors
Need For The Product
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FactorConditions
Firm
Strategy,
Structure,
and Rivalry
DemandConditions
Related
and
Supporting
Industries
Example text
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PORTERs DIAMOND MODEL
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FactorConditions
Firm
Strategy,
Structure,
and Rivalry
DemandConditions
Related
and
Supporting
Industries
Example text
Example text
Example text Example text
Example text Example text
Example text
Example text
PORTERs DIAMOND MODEL