Benefits of countertrade for a country

Global Business Today 6e

by Charles W.L. Hill

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 13

Exporting, Importing, and Countertrade

13-*

Introduction

Question: What type of firm benefits from exporting?

Both large and small firms can benefit from exporting
The volume of export activity in the world economy is increasing as exporting has become easier thanks to
the decline in trade barriers under the WTO
regional economic agreements such as the European Union and the North American Free Trade Agreement
Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Internet Extra: Exporting is often the first step in a company’s international expansion. Some companies may feel that while opportunities for exporting exist, they are not ready to begin the process themselves. Export. Gov {http://www.export.gov/exportbasics/exp_001602.asp} offers a site where companies can explore their export readiness.

Go to the site and click on Are You Export Ready. This will bring you to an online quiz where you can see some of the questions a firm should answer prior to beginning the export process. Take the quiz using either an imaginary company as your basis, or a company that you are familiar with. What do your results tell you? How might you help your company be a successful exporter?

13-*

Introduction

Question: What do firms that want to export need to do?

Firms wishing to export must
identify export opportunities
avoid a host of unanticipated problems associated with doing business in a foreign market
become familiar with the mechanics of export and import financing
learn where to get financing and export credit insurance
learn how to deal with foreign exchange risk
13-*

The Promise and Pitfalls
of Exporting

Question: What are the benefits of exporting?

The benefits from exporting can be great--the rest of the world is a much larger market than the domestic market
Larger firms may be proactive in seeking out new export opportunities, but many smaller firms take a reactive approach to exporting
Many novice exporters have run into significant problems when first trying to do business abroad, souring them on following up on subsequent opportunities
Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: FCX Systems

Summary

This feature explores FCX Systems’ move into the export market. FCX Systems, which manufactures power converters for the aerospace industry, realized that to continue to grow, the company would have to seek opportunities in foreign markets. The company initially used an international distribution company to help with the process, but began handling its exports on its own in 1994. Today, the company is the recipient of numerous accolades for its exporting success, and has recently, after numerous years of trying, begun to find success in China, a market it believes will be important in the future. The following questions can be helpful in directing the discussion.

Suggested Discussion Questions

1. FCX Systems’ entry into foreign markets was not an easy one. Reflect on the challenges facing small companies like FCX Systems as they pursue foreign opportunities. Why did FCX believe that foreign markets could be more profitable than its domestic market?

Discussion Points: Small companies beginning the export process can find it overwhelming. Not only do the companies have to deal with additional paperwork, but they also have to learn the local ways of doing business, how to finance exports, how to make contacts, and so on. Some firms, like FSX, hire local distributors to help with this process. However, if the distributor is not looking out for the best interests of the firm, the company, like FSX, may find it better to take on the process itself. FSX cites persistence and assistance as being particularly important elements to its success as an exporter. FSX president Don Gallion notes that especially in markets like China, personal relationships are important and may take time to establish. FSX’ efforts in China, which involved more than 100 trips by Gallion to the country since 1990, were recently rewarded with $2 million in contracts. Gallion believes that the network of trust that he has developed in that market will continue to pay off in the future. Gallion also notes that government agencies such as the U.S. Department of Commerce provided critical information on the rules and regulations of exporting that helped FSX with its international sales.

2. Why did FCX initially sign on with an in international distribution company? What made FCX decide to go it alone? How important was government assistance to FCX’s success?

Discussion Points: This question provides students with the opportunity to examine the services provided by various institutions such as the Small Business Association and the Department of Commerce in greater depth. Students may also wish to examine some of the services offered by profit-oriented organizations offering export assistance. FSX credits a number of federal and state agencies for providing assistance that helped the company become successful in foreign markets. Not only did the agencies provide help with the exporting process itself, they also gave FSX contact information. While the company started its exporting using an international distribution company, FSX became disillusioned with the distributor and took over the process itself in 1994. At the time, export sales accounted for just 12 percent of the company’s total sales, but now that figure is over 50 percent.

Teaching Tip: To learn more about FSX Systems, go to {http://www.fcxinc.com/}.

Lecture Note: Companies that are new to exporting are often overwhelmed by the process. To provide assistance to new exporters, the U.S. Commerce Department has created an office devoted to the export process. To see what a typical trade facilitator does, consider {http://www.businessweek.com/bschools/content/mar2007/bs20070314_078577.htm?chan=search}.

13-*

The Promise and Pitfalls
of Exporting

Question: What are the pitfalls facing exporters?

Common pitfalls for exporters include

poor market analysis
poor understanding of competitive conditions
a lack of customization for local markets, poor distribution arrangements, bad promotional campaigns
a general underestimation of the differences and expertise required for foreign market penetration
difficulty dealing with the tremendous paperwork and formalities involved
13-*

Improving Export Performance

Question: How can exporters improve their performance?

To improve their success, exporters should
acquire more knowledge of foreign market opportunities
consider using an export management company
adopt a successful export strategy
13-*

An International Comparison

Many firms fail to consider export opportunities simply because they lack knowledge of the opportunities available
Both Germany and Japan have developed extensive institutional structures or promoting exports
Japanese exporters can also take advantage of the knowledge and contacts of sogo shosha, the country’s great trading houses
13-*

Information Sources

The U.S. Department of Commerce is the most comprehensive source of information for U.S. firms
Firms can get a “best prospects” list of potential foreign distributors
Firms can also participate in trade fairs or get assistance from the Small Business Administration
Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Exporting with a Little Government Help

Summary

This feature describes the challenges faced by small firms as they seek to expand their sales through exports. The feature notes that there are a number of agencies, institutions, and export management companies that provide assistance to small exporters. The following questions can be helpful in directing the discussion.

Suggested Discussion Questions

1. Foreign market expansion can be a daunting prospect, especially for a small company with no international experience. Discuss how Novi, Inc became such a success story in such a short time. What lessons can other companies learn from Novi’s experiences?

Discussion Points: When Novi began its international expansion, the company had no experience in foreign markets. The company relied on the Small Business Administration’s services and the Department of Commerce to help guide its international efforts. Students will probably agree that one of the key lessons other firms can learn from Novi’s experiences is the importance of market research and using resources such as the Small Business Administration that are available, often free of charge.

2. As a small business owner facing saturated domestic markets, how would you approach foreign markets? Develop a strategic plan outlining how you would research markets, get your product to potential customers, handle the financing side of the business, and grow your sales. Include information on what resources are available to help with this process.

Discussion Points: Using an imaginary company (or a real one if one is available), ask students to develop a basic outline of how to expand into foreign markets. The outline should contain information on targeted markets, the information they would need on the market, how they would acquire it, and how it would help them enter a foreign market. The report could be formatted as an attempt to get funding for international expansion.

13-*

Utilizing Export Management Companies

Question: What assistance can exporters get from export management companies?

Export management companies are export specialists that act as the export marketing department or international department for client firms
EMCs
start exporting operations for a firm with the understanding that the firm will take over operations after they are well established

start services with the understanding that the EMC will have continuing responsibility for selling the firm’s products

13-*

Export Strategy

Question: What steps should exporters take to increase their chances of success?

Exporters
can hire an EMC to help identify opportunities and navigate paperwork and regulations
start by focusing initially on just one or a few markets
enter a foreign market on a fairly small scale in order to reduce the costs of any subsequent failures
Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Exporting Strategy at 3M

Summary

This feature explores the Minnesota Mining and Manufacturing Company’s (3M) export strategy. In 2007, 3M generated more than 60 percent of its revenues from outside the United States. The company often uses exports to establish an initial presence in a foreign market, only building foreign production facilities once sales volume rises to a level where local production is justified. Discussion of the feature can begin with the following questions:

Suggested Discussion Questions

1. Discuss why 3M initially enters markets on a small scale. How does the firm’s strategy fit with the philosophy that exporting is not an end in itself, but merely a step on the road toward establishment of foreign production?

Discussion Points: The basic idea behind 3M’s strategy of entering markets on a small scale is that it allows the company to learn about the market before it risks making a big push into the country. Students will probably recognize that this approach allows the company to break its international expansion into a series of stages beginning with a test of the market going all the way to a complete foreign presence.

2. Explain the three principles that make 3M so successful. Why was it important for 3M to hire local personnel?

Discussion Points: 3M’s principles are central to its success in foreign markets. The company believes that it is important to be first to a market, learn about it and sell there before competitors do. Second, 3M likes to learn about a market by selling a single product. Only after it has proven to be successful, will the company enter the market on a larger scale. Third, 3M believes strongly because locals are more familiar with the market, local employees are essential to its success. 3M believes that local employees have a better idea of how to sell in their own country than Americans.

Teaching Tip: To learn more about 3M and its international strategy, go to{http://www.3m.com/}.

13-*

Export Strategy

Exporters should also
recognize the time and managerial commitment involved in building export sales
devote attention to building strong and enduring relationships with local distributors and customers
hire local personnel to help the firm establish itself in a foreign market
keep the option of local production
Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Red Spot Paint & Varnish

Summary

This feature focuses on Red Spot Paint & Varnish, a company that produces paints for plastic components used in automobiles. The company does business in about 15 countries and relies on foreign markets for some 15-25% of its annual revenue. Generating its foreign sales has not been an easy task according to one employee. The company has found it difficult to hire managers with appropriate international experience and has also struggled with pressures to achieve quick results. Discussion of the feature can begin with the following questions:

Suggested Discussion Questions

1. How has the Internet made it easier for companies to not only get export assistance but also to find the experienced talent necessary to build an international staff? How has Red Spot Paint & Varnish been able to capitalize on foreign market opportunities while similar competitors have not?

Discussion Points: Students will probably point out that in many ways the Internet has made the world a smaller place. When Red Spot Paint & Varnish was beginning its international expansion in the 1960s, finding information on the process, or people with international experience, was significantly more difficult than it is today when companies can access resources such as the Department of Commerce and Small Business Association from their own offices, and advertise for personnel using Internet-based searches like Monster.com. Some students will attribute Red Spot Paint & Varnish’s success to its perseverance and forward-looking thinking. The company hired an expert to focus on international market development years ago, and despite the slow nature of the process, has allowed its international business to continue to grow.

2. In an era of “time is money,” how can the trusting relationships that are so often critical to the success of a foreign venture be achieved? How important was the establishment of trust between Red Spot Paint & Varnish and its local distributors and customers to the success of the company?

Discussion Points: Students should recognize that one of the key challenges to operating internationally is the development of relationships between buyers and sellers. Companies that focus on quick results may do so at the expense of relationships that may take longer to develop, but could prove to be more profitable in the long term. A longer term outlook has helped Red Spot Paint & Varnish develop a thriving international component to its business in a market where competitors have has little success in foreign markets.

Teaching Tip: Go to Red Spot Paint & Varnish {http://www.redspot.com/} to explore the company’s operations in more depth. Click on “Global Alliance” to see what the company believes are the advantages of working with other firms.

Lecture Note: In May 2008, Red Spot Paint & Varnish was in the process of being acquired by Fujikura Kesai Company {http://www.fkkasei.co.jp/english/index_e.html}. It is anticipated that the company will operate as an independent subsidiary of Fujikura Kesai Company.

13-*

Export and Import Financing

Question: How can firms deal with the lack of trust that exists in export transactions?

Various mechanisms for financing exports and imports have evolved over the centuries in response to lack of trust that exists in export transactions
13-*

Lack of Trust

Exporters and importers have to trust someone who may be very difficult to track down if they default on an obligation
Each party has a different set of preferences regarding the configuration of the transaction
Exporters prefer to be paid in advance, while importers prefer to pay after shipment arrives
Problems arising from the lack of trust can be solved by using a third party who is trusted by both - normally a reputable bank
13-*

Letter of Credit

A letter of credit is issued by a bank at the request of an importer and states the bank will pay a specified sum of money to a beneficiary, normally the exporter, on presentation of particular, specified documents
This system is attractive because both parties are likely to trust a reputable bank even if they do not trust each other
13-*

Draft

Question: How is payment actually made in an export transaction?

Most export transactions involve a draft, also called a bill of exchange
A draft is an order written by an exporter instructing an importer, or an importer's agent, to pay a specified amount of money at a specified time
A sight draft is payable on presentation to the drawee while a time draft allows for a delay in payment - normally 30, 60, 90, or 120 days
13-*

Bill of Lading

The bill of lading is issued to the exporter by the common carrier transporting the merchandise
It serves three purposes
it is a receipt
it is a contract
it is a document of title
13-*

Classroom Performance System

An order written by an exporter instructing an importer to pay a specified amount of money at a specified time is

A letter of credit

A draft

A bill of lading

A confirmed letter of credit

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: b

13-*

A Typical International Transaction

13-*

Classroom Performance System

A bill of lading serves all of the following purposes except

It is a receipt

It is a contract

It is a document of title

It is a form of payment

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: d

13-*

Export Assistance

Question: Where can exporters get financing help?

U.S. exporters can draw on two forms of government-backed assistance to help their export programs
they can get financing aid from the Export-Import Bank

they can get export credit insurance from the Foreign Credit Insurance Association

13-*

Export-Import Bank

1. The Export Import Bank

The Export-Import Bank (Eximbank) is an independent agency of the U.S. government
Its mission is to provide financing aid that will facilitate exports, imports, and the exchange of commodities between the U.S. and other countries
13-*

Export Credit Insurance

2. Export Credit Insurance

In the U.S., export credit insurance is provided by the Foreign Credit Insurance Association (FICA)
FICA provides coverage against commercial risks and political risks
13-*

Countertrade

Question: What alternatives do exporters have when conventional methods of payment are not an option?

Exporters can use countertrade when conventional means of payment are difficult, costly, or nonexistent
Countertrade refers to a range of barter-like agreements that facilitate the trade of goods and services for other goods and services when they cannot be traded for money
13-*

The Incidence of Countertrade

In the 1960s the Soviet Union and the Communist states of Eastern Europe, whose currencies were generally nonconvertible, turned to countertrade to purchase imports
Many developing nations that lacked the foreign exchange reserves required to purchase necessary imports turned to countertrade during the 1980s
There was a notable increase in the volume of countertrade after the Asian financial crisis of 1997
13-*

Types of Countertrade

There are five types of countertrade
barter

counterpurchase

offset

switch trading

compensation or buyback

13-*

Types of Countertrade

1. Barter

Barter, the most restrictive countertrade arrangement, is a direct exchange of goods and/or services between two parties without a cash transaction
It is used primarily for one-time-only deals in transactions with trading partners who are not creditworthy or trustworthy
2. Counterpurchase

Counterpurchase is a reciprocal buying agreement
It occurs when a firm agrees to purchase a certain amount of materials back from a country to which a sale is made
13-*

Types of Countertrade

3. Offset

Offset is similar to counterpurchase insofar as one party agrees to purchase goods and services with a specified percentage of the proceeds from the original sale
The difference is that this party can fulfill the obligation with any firm in the country to which the sale is being made
13-*

Types of Countertrade

4. Compensation or Buybacks

A buyback occurs when a firm builds a plant in a country—or supplies technology, equipment, training, or other services to the country—and agrees to take a certain percentage of the plant’s output as a partial payment for the contract
13-*

Classroom Performance System

The use of a specialized third-party trading house in a countertrade arrangement is called

Buyback

Offset

Counterpurchase

Switch trading

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: d

13-*

The Pros and Cons of Countertrade

Question: What are the advantages and disadvantages of countertrade?

Countertrade is a way for firms to finance an export deal when other means are not available
Firms that are unwilling to enter a countertrade agreement may lose an export opportunity to a competitor that is willing to make a countertrade agreement
A countertrade arrangement may be required by the government of a country to which a firm is exporting goods or services
13-*

The Pros and Cons of Countertrade

Countertrade is unattractive because
most firms prefer to be paid in hard currency
it may involve the exchange of unusable or poor-quality goods that the firm cannot dispose of profitably
Countertrade is most attractive to large, diverse multinational enterprises that can use their worldwide network of contacts to dispose of goods acquired in countertrading
13-*

Classroom Performance System

Which of the following is not an advantage of countertrade?

It may involve the exchange of unusable or poor-quality goods that the firm cannot dispose of profitably

It can give a firm a way to finance an export deal when other means are not available

It can be a strategic marketing weapon

It can give a firm an advantage over firms that are unwilling to engage in countertrade arrangements

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: a

13-*

Critical Discussion Question

1. A firm based in Washington State wants to export a shipload of finished lumber to the Philippines. The would-be importer cannot get sufficient credit from domestic sources to pay for the shipment but insists that the finished lumber can be quickly resold in the Philippines for a profit. Outline the steps the exporter should take to effect this export to the Philippines.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: The exporter should recommend to the importer that the importer apply to Eximbank for a loan. Eximbank has a direct lending operation under which it lends dollars to foreign borrowers for use in purchasing U.S. exports. The foreign borrowers use the loans to pay U.S. suppliers and repay the loan to Eximbank with interest.

13-*

Critical Discussion Question

2. You are the assistant to the CEO of a small textile firm that manufactures high-quality, premium-priced, stylish clothing. The CEO has decided to see what the opportunities are for exporting and has asked you for advice as to the steps the company should take. What advice would you give the CEO?

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: This question is designed to stimulate classroom discussion and/or to encourage your students to “think” about the export process in completing a written answer for this question. There are a number of approaches that can be pursued in answering this question. The first step might be to tap into some of the government information sources that are available, free of charge, to see if international markets are available for the company’s product. There are also a number of resources on the Internet, mentioned throughout the text that can assist companies in learning about the foreign market potential of their products. Another approach would be to contact an export management company for assistance. While this approach may involve some cost, it may be the fastest way to get “up and running” in regard to initiating an export program.

13-*

Critical Discussion Question

3. An alternative to using a letter of credit is export credit insurance. What are the advantages and disadvantages of using export credit insurance rather than a letter of credit for exporting (a) a luxury yacht from California to Canada, and (b) machine tools from New York to Ukraine?

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

strong bargaining position and able to play competing suppliers off against each other, an exporter may have to forgo a letter of credit. The lack of a letter of credit exposes the exporter to the risk that the foreign importer will default on payment. The exporter can insure against this possibility by buying export credit insurance. Students may suggest that in the case of the luxury yacht, should the importer fail to make payment, the clearly defined laws of Canada would make it easier to go after the importer than would be the case with the machine tools in the Ukraine, and that therefore a letter of credit is less important for the yacht exporter. On the other hand, students may note that there is probably more competition in machine tools as compared to luxury yachts and that the exporter of machine tools may lose the sale if the exporter insists on a letter of credit.

13-*

Critical Discussion Question

4. How do you explain the popularity of countertrade? Under what scenarios might its popularity increase still further by the year 2010? Under what scenarios might its popularity decline?

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: This question requires students to speculate on the future state of global trade. As trade between developing and developed countries, and trade among developing countries continues to grow, many students will predict that the popularity of countertrade will increase by the year 2010. Some students may predict a decline in the popularity of countertrade by 2010 as countries from the former Soviet Union and Eastern European Communist bloc either become members of the EU an adopt the fully convertible euro as their currency, or develop their own fully convertible currency.

13-*

Critical Discussion Question

5. How might a company make strategic use of countertrade schemes as a marketing weapon to generate export sales revenues? What are the risks associated with pursuing such a strategy?

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: Countertrade is an alternative means of structuring an international sale when conventional means of payment are difficult, costly, or nonexistent. The governments of developing countries sometimes insist on a certain amount of countertrade. Thus, if a firm is unwilling to enter a countertrade agreement, it may lose an export opportunity to a competitor that is willing to make a countertrade agreement. Companies that are willing to entertain countertrade as a means of financing, will have an advantage over those firms that prefer traditional forms of financing. Firms engaging in countertrade must be willing to invest in an in-house trading department dedicated to arranging and managing countertrade deals, and must be aware of the quality of the products received in countertrade deals.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Internet Extra: Exporting is often the first step in a company’s international expansion. Some companies may feel that while opportunities for exporting exist, they are not ready to begin the process themselves. Export. Gov {http://www.export.gov/exportbasics/exp_001602.asp} offers a site where companies can explore their export readiness.

Go to the site and click on Are You Export Ready. This will bring you to an online quiz where you can see some of the questions a firm should answer prior to beginning the export process. Take the quiz using either an imaginary company as your basis, or a company that you are familiar with. What do your results tell you? How might you help your company be a successful exporter?

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: FCX Systems

Summary

This feature explores FCX Systems’ move into the export market. FCX Systems, which manufactures power converters for the aerospace industry, realized that to continue to grow, the company would have to seek opportunities in foreign markets. The company initially used an international distribution company to help with the process, but began handling its exports on its own in 1994. Today, the company is the recipient of numerous accolades for its exporting success, and has recently, after numerous years of trying, begun to find success in China, a market it believes will be important in the future. The following questions can be helpful in directing the discussion.

Suggested Discussion Questions

1. FCX Systems’ entry into foreign markets was not an easy one. Reflect on the challenges facing small companies like FCX Systems as they pursue foreign opportunities. Why did FCX believe that foreign markets could be more profitable than its domestic market?

Discussion Points: Small companies beginning the export process can find it overwhelming. Not only do the companies have to deal with additional paperwork, but they also have to learn the local ways of doing business, how to finance exports, how to make contacts, and so on. Some firms, like FSX, hire local distributors to help with this process. However, if the distributor is not looking out for the best interests of the firm, the company, like FSX, may find it better to take on the process itself. FSX cites persistence and assistance as being particularly important elements to its success as an exporter. FSX president Don Gallion notes that especially in markets like China, personal relationships are important and may take time to establish. FSX’ efforts in China, which involved more than 100 trips by Gallion to the country since 1990, were recently rewarded with $2 million in contracts. Gallion believes that the network of trust that he has developed in that market will continue to pay off in the future. Gallion also notes that government agencies such as the U.S. Department of Commerce provided critical information on the rules and regulations of exporting that helped FSX with its international sales.

2. Why did FCX initially sign on with an in international distribution company? What made FCX decide to go it alone? How important was government assistance to FCX’s success?

Discussion Points: This question provides students with the opportunity to examine the services provided by various institutions such as the Small Business Association and the Department of Commerce in greater depth. Students may also wish to examine some of the services offered by profit-oriented organizations offering export assistance. FSX credits a number of federal and state agencies for providing assistance that helped the company become successful in foreign markets. Not only did the agencies provide help with the exporting process itself, they also gave FSX contact information. While the company started its exporting using an international distribution company, FSX became disillusioned with the distributor and took over the process itself in 1994. At the time, export sales accounted for just 12 percent of the company’s total sales, but now that figure is over 50 percent.

Teaching Tip: To learn more about FSX Systems, go to {http://www.fcxinc.com/}.

Lecture Note: Companies that are new to exporting are often overwhelmed by the process. To provide assistance to new exporters, the U.S. Commerce Department has created an office devoted to the export process. To see what a typical trade facilitator does, consider {http://www.businessweek.com/bschools/content/mar2007/bs20070314_078577.htm?chan=search}.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Exporting with a Little Government Help

Summary

This feature describes the challenges faced by small firms as they seek to expand their sales through exports. The feature notes that there are a number of agencies, institutions, and export management companies that provide assistance to small exporters. The following questions can be helpful in directing the discussion.

Suggested Discussion Questions

1. Foreign market expansion can be a daunting prospect, especially for a small company with no international experience. Discuss how Novi, Inc became such a success story in such a short time. What lessons can other companies learn from Novi’s experiences?

Discussion Points: When Novi began its international expansion, the company had no experience in foreign markets. The company relied on the Small Business Administration’s services and the Department of Commerce to help guide its international efforts. Students will probably agree that one of the key lessons other firms can learn from Novi’s experiences is the importance of market research and using resources such as the Small Business Administration that are available, often free of charge.

2. As a small business owner facing saturated domestic markets, how would you approach foreign markets? Develop a strategic plan outlining how you would research markets, get your product to potential customers, handle the financing side of the business, and grow your sales. Include information on what resources are available to help with this process.

Discussion Points: Using an imaginary company (or a real one if one is available), ask students to develop a basic outline of how to expand into foreign markets. The outline should contain information on targeted markets, the information they would need on the market, how they would acquire it, and how it would help them enter a foreign market. The report could be formatted as an attempt to get funding for international expansion.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Exporting Strategy at 3M

Summary

This feature explores the Minnesota Mining and Manufacturing Company’s (3M) export strategy. In 2007, 3M generated more than 60 percent of its revenues from outside the United States. The company often uses exports to establish an initial presence in a foreign market, only building foreign production facilities once sales volume rises to a level where local production is justified. Discussion of the feature can begin with the following questions:

Suggested Discussion Questions

1. Discuss why 3M initially enters markets on a small scale. How does the firm’s strategy fit with the philosophy that exporting is not an end in itself, but merely a step on the road toward establishment of foreign production?

Discussion Points: The basic idea behind 3M’s strategy of entering markets on a small scale is that it allows the company to learn about the market before it risks making a big push into the country. Students will probably recognize that this approach allows the company to break its international expansion into a series of stages beginning with a test of the market going all the way to a complete foreign presence.

2. Explain the three principles that make 3M so successful. Why was it important for 3M to hire local personnel?

Discussion Points: 3M’s principles are central to its success in foreign markets. The company believes that it is important to be first to a market, learn about it and sell there before competitors do. Second, 3M likes to learn about a market by selling a single product. Only after it has proven to be successful, will the company enter the market on a larger scale. Third, 3M believes strongly because locals are more familiar with the market, local employees are essential to its success. 3M believes that local employees have a better idea of how to sell in their own country than Americans.

Teaching Tip: To learn more about 3M and its international strategy, go to{http://www.3m.com/}.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Management Focus: Red Spot Paint & Varnish

Summary

This feature focuses on Red Spot Paint & Varnish, a company that produces paints for plastic components used in automobiles. The company does business in about 15 countries and relies on foreign markets for some 15-25% of its annual revenue. Generating its foreign sales has not been an easy task according to one employee. The company has found it difficult to hire managers with appropriate international experience and has also struggled with pressures to achieve quick results. Discussion of the feature can begin with the following questions:

Suggested Discussion Questions

1. How has the Internet made it easier for companies to not only get export assistance but also to find the experienced talent necessary to build an international staff? How has Red Spot Paint & Varnish been able to capitalize on foreign market opportunities while similar competitors have not?

Discussion Points: Students will probably point out that in many ways the Internet has made the world a smaller place. When Red Spot Paint & Varnish was beginning its international expansion in the 1960s, finding information on the process, or people with international experience, was significantly more difficult than it is today when companies can access resources such as the Department of Commerce and Small Business Association from their own offices, and advertise for personnel using Internet-based searches like Monster.com. Some students will attribute Red Spot Paint & Varnish’s success to its perseverance and forward-looking thinking. The company hired an expert to focus on international market development years ago, and despite the slow nature of the process, has allowed its international business to continue to grow.

2. In an era of “time is money,” how can the trusting relationships that are so often critical to the success of a foreign venture be achieved? How important was the establishment of trust between Red Spot Paint & Varnish and its local distributors and customers to the success of the company?

Discussion Points: Students should recognize that one of the key challenges to operating internationally is the development of relationships between buyers and sellers. Companies that focus on quick results may do so at the expense of relationships that may take longer to develop, but could prove to be more profitable in the long term. A longer term outlook has helped Red Spot Paint & Varnish develop a thriving international component to its business in a market where competitors have has little success in foreign markets.

Teaching Tip: Go to Red Spot Paint & Varnish {http://www.redspot.com/} to explore the company’s operations in more depth. Click on “Global Alliance” to see what the company believes are the advantages of working with other firms.

Lecture Note: In May 2008, Red Spot Paint & Varnish was in the process of being acquired by Fujikura Kesai Company {http://www.fkkasei.co.jp/english/index_e.html}. It is anticipated that the company will operate as an independent subsidiary of Fujikura Kesai Company.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: b

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: d

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: d

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Classroom Performance System Answer: a

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: The exporter should recommend to the importer that the importer apply to Eximbank for a loan. Eximbank has a direct lending operation under which it lends dollars to foreign borrowers for use in purchasing U.S. exports. The foreign borrowers use the loans to pay U.S. suppliers and repay the loan to Eximbank with interest.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: This question is designed to stimulate classroom discussion and/or to encourage your students to “think” about the export process in completing a written answer for this question. There are a number of approaches that can be pursued in answering this question. The first step might be to tap into some of the government information sources that are available, free of charge, to see if international markets are available for the company’s product. There are also a number of resources on the Internet, mentioned throughout the text that can assist companies in learning about the foreign market potential of their products. Another approach would be to contact an export management company for assistance. While this approach may involve some cost, it may be the fastest way to get “up and running” in regard to initiating an export program.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

strong bargaining position and able to play competing suppliers off against each other, an exporter may have to forgo a letter of credit. The lack of a letter of credit exposes the exporter to the risk that the foreign importer will default on payment. The exporter can insure against this possibility by buying export credit insurance. Students may suggest that in the case of the luxury yacht, should the importer fail to make payment, the clearly defined laws of Canada would make it easier to go after the importer than would be the case with the machine tools in the Ukraine, and that therefore a letter of credit is less important for the yacht exporter. On the other hand, students may note that there is probably more competition in machine tools as compared to luxury yachts and that the exporter of machine tools may lose the sale if the exporter insists on a letter of credit.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: This question requires students to speculate on the future state of global trade. As trade between developing and developed countries, and trade among developing countries continues to grow, many students will predict that the popularity of countertrade will increase by the year 2010. Some students may predict a decline in the popularity of countertrade by 2010 as countries from the former Soviet Union and Eastern European Communist bloc either become members of the EU an adopt the fully convertible euro as their currency, or develop their own fully convertible currency.

Multimedia Lecture Support Package to Accompany Basic Marketing

Lecture Script 6-*

Answer: Countertrade is an alternative means of structuring an international sale when conventional means of payment are difficult, costly, or nonexistent. The governments of developing countries sometimes insist on a certain amount of countertrade. Thus, if a firm is unwilling to enter a countertrade agreement, it may lose an export opportunity to a competitor that is willing to make a countertrade agreement. Companies that are willing to entertain countertrade as a means of financing, will have an advantage over those firms that prefer traditional forms of financing. Firms engaging in countertrade must be willing to invest in an in-house trading department dedicated to arranging and managing countertrade deals, and must be aware of the quality of the products received in countertrade deals.