Training Course. International Business Development

Transcription

1 Training Course International Business Development

2 Training Concept The decision to export and make your way in another nation is very similar to starting a new business, as almost all variables related to the market, business culture and customers are new. Therefore, when an entrepreneur makes the decision to seize the opportunity to bring his products to potential new markets, countless questions immediately arise. How is my customer profile in the foreign market? What is the ideal price for the launch of my products? What adjustments do my products need to be accepted in a new market? Who controls the distribution channels there? How much should I spend on promotion activities and advertising? The success of the project will depend on the ability of the entrepreneur or manager of the business to properly answer most of these questions. This is precisely the objective of this training: providing businessmen and women outstanding tools to ensure their competitiveness and particularly their capacity for development in order to deal with the challenges that every internationalization process involves. The training course is for professionals in the private sector and it is offered by the Small Enterprise Promotion and Training Program (SEPT) of Leipzig University from Germany.

3 Internationalization Management Internationalization is itself a complex process, in which all areas of the company must be integrated. The person who is in charge of this process, has the task to unify, as internationalization is an interdisciplinary and interdepartmental work, where all stakeholders need to be aware of the importance of their job; and of course, all of them need to be simultaneously working towards the same goal. This can be achieved through the establishment of an internationalization strategy, which will define the path of the process as an internal policy. Therefore, it is critical that all involved parties have participated in the design of the strategy, as a way of achieving a broad consensus among all levels of the company right from the beginning. The development of a new strategy involves criteria for choosing internationalization projects, its logical application and the variations in products that should be made. All information which is needed for this process can be obtained from the target market if the right tools are being used. During the implementation of a new internationalization strategy, it could occur that the firm may experience threatening situations - a condition that challenges the status quo of the company. Such situations could arise due to the end of the product life-cycle or due to the maturity of the target market. For that reason, the firm must know how to ensure a long-term survival in the abroad market without neglecting its current markets.

4 Methodology of the Training The methodology and content of this training are inspired by the good practices and successful experiences of the German SMEs "Mittelstand". These companies have conquered, with their products and services, countless international markets. Besides, a fundamental principle of this training course is the exchange between the objective and subjective approaches of the instruction process. The Objective Approach is related to the teaching based on units of knowledge; for instance, international marketing and export management, among others. Regarding methodology, classical class room setting and case-studies discussions will be used. This procedure allows fluent interaction between students and course facilitators. On the other hand, the Subjective Approach is related to the individual learning efforts of the participants. This offers the participants space to make their own decisions, as well as the required flexibility to develop their capabilities and competences. Here we especially emphasise the application of management tools in a real project setting.

5 Session 1: International Markets and Value Proposition The internationalization process of a firm is connected to a variety of managerial skills. This means that the person in charge of such process, has to master various methods and strategies of market analysis and customer segmentation on an international level. Session 1 Topics Methods and Tools Day 1 July 13 SME internationalization Global value chains International business models Internationalization models Value chain mapping International business model canvas Day 2 July 14 Customer segmentation Market research Market analysis and selection Customer profiling Qualitative & quantitative market research methods Day 3 July 15 Value proposition Adapting products and services to international markets International revenue streams Kano Product Model Benchmarking Pricing strategies Coaching Individual appointments with Prof. Dornberger will be possible on July 16

6 Session 2: Market Entrance Strategies The success of a foreign company in international markets depends not only on the quality of their products, but also on their communication, which has to be oriented to the new customers or distribution partners. A focused and constant interaction with the customer is one critical success factor. Presentation and launch of the new product or service to the market are essential parts of this process. Session 2 Topics Methods and Tools Day 1 July 27 International channels of communication, distribution and evaluation International branding Marketing mix Online marketing tools Brand communication tools Day 2 July 28 Day 3 July 29 Customer Relationship Management Presentation and negotiation Doing business with the Germans Partners & resources on international markets Cost management International Business Model Canvas Planning of presentations and negotiations Training on negotiating with German customers International pitch deck Analysis of financing options Ten types of international business innovation Final Presentation Coaching Individual appointments with Gunnar Kassberg will be possible on July 30 and 31

7 Profile of the Trainers. Prof. Dr. Utz Dornberger He is the Director of the International SEPT Program of Leipzig University. This program especially focuses on the promotion of technology transfer and entrepreneurship in Germany as well as in several other countries around the world. His academic and professional focus is especially on innovation in SMEs, entrepreneurship promotion and internationalization processes. He is also the Co-Founder of Conoscope GmbH, a consulting firm specialized in the fields of innovation management and internationalization. He has international experience in 5 continents and over 35 countries. Gunnar Kassberg Gunnar Kassberg is experienced in the management of international projects and has worked for various institutions in Knowledge & Technology Transfer, Business Development & Start-up Promotion. Since 2014 he is the Coordinator of FIT4export at the International SEPT Program. His field of expertise is the internationalization of SME, especially the planning of international market research, analyzing cross-cultural marketing campaigns and the implementation of online-marketing tools.

8 Contact person Ms. Trang Phan (Tara) Address: Hinrich Foundation Capital Place - 6 Thai Van Lung,Dist 1, HCMC