BU362 Lecture Notes - Lecture 3: International Business, Brand Awareness
Document Summary
The case is about entering the european market (when and what means) or penetrating the existing market (the u. s. ). Decision: whether to enter the eu market or not. Considering entering eu market: lack of brand awareness in eu despite excellent overall reputation in north american. Focusing on na market: the competition (two competitors take 60% of the market share) Reputation great safety recognition from industry. Experience mark has 8 years of experience designing and engineering. Sales team able to grow market share significantly. North america industry is dominated by 2 major players. Ahv 40% market share, 20% cheaper, direct sales force. Berne manufacturing 20% market share, competes on price, wholesaler and company sales force. Mete lift regional company, similar quality with less safety features, 5% cheaper: international competition. 22 firms in italy manufactured vehicle lifts. Manufacturing rights in exchange for royalties: 5% of gross sales. Advantages: short agreement, low risk, least financial burden;
