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Perhaps the most recognisable of all is Coca Cola. Boots on the other hand are more widely known in their domestic market of the United Kingdom, but have in recent times looked to expand their operations overseas, both in Europe and the Far East. Whilst Boots could not even begin to emulate the brand recognition associated with the likes of Coca Cola, their main strengths are as market leaders of certain products, like Nurofen, Strepsils etc (see appendix 1) and part of their focus in entering the Japanese Market was to sell their own branded product range.
This report will look at four mechanisms of market entry, which include:-
· Exporting to a foreign market
· Licensing another company abroad
· Entering into a Joint Venture/Strategic Alliance
· Direct Investment abroad (subsidiary)
Exporting is the marketing of and direct sale of domestically produced goods into another country...
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