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Having obtained knowledge and understanding of the selected market, the business must now determine the best market entry strategy for the selected market. It may be direct export/distributorship, joint venture/partner, alliance arrangements or via e-Commerce.

It is interesting to note that the most appropriate market entry strategy is often a trade-off between:

  • Costs of alternative strategies: Generally speaking, the closer to the consumer, the more expensive the option.
  • Control over decision making and your products: The closer to the customer, the better the controls.
  • Risk: The more control, the less risk. However, greater control means higher costs, which increases the financial exposure: a different type of risk.
  • Price: The...

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