Oak Tree Consultant case study引言--INTRODUCTION 橡树顾问(OTC)是一家顾问咨询公司，自2001年创立以来，为广大的有需人士提供培训和咨询服务。如今由于他们的成功和公司的增长，他们决定考虑扩大公司的规模，进入国际市场。 我们生活的时代，是一个世界范围内的扩张，这些扩张和融合会达成一个全新的市场，而这个过程就被称为全球化。 “全球化”经常被用来解释生产剧增的原因，全球化增加了世界各地的交流，成为经济和文化活动交流的桥梁。 以下报告将针对橡树顾问(OTC)进入国际市场的一些潜在条件进行分析，从全球化的角度分析公司进入国际市场是否具有一定的吸引力，对于一个公司来说，关键的成功因素就是公司有没有一种迫切想要成功的决心。最后，公司还要遵循在国际市场上的基本战略，通过一些工具来制定一些营销战略。 背景介绍--BACKGROUND 近十年来，OTC一直致力于场外培训和顾问的工作，因为他们的出色表现以及首席执行官托马斯•詹金斯的经验之谈，已经显示出这个公司的成功运营。公司里的员工有80%是全职，剩下20%是兼职生。 引言--INTRODUCTION. Oak Tree Consultant (OTC) is a company that provides training and consultancy services since 2001, and now thanks to their success and their growth they have decided to consider expanding their boundaries and entering into international markets In the time we live in, organisations have gone through a process of worldwide expansion to reach new places or to be more specific new markets; this process is known as globalization. Globalisation' is commonly used as a way of explaining the increase of production, communication and technologies across the world. That spread has involved the link of economic and cultural activity The following report will be addressing the potential of taking Oak Tree Consultant (OTC) into international markets, analyzing the main global drivers to consider an international market attractive or not, the key success factors that the company should either have or adopt in order to be successful, and finally examine the generic strategies that OTC need to follow in the international market, this by using tools provided in the strategic marketing planning. 背景--BACKGROUND OTC is a Training and Consultant company which has been operating for nearly a decade, thanks to their performance and the experience of their CEO Thomas Jenkins, the company has show an increase success and has 10 employees un their staff where 80% are full time basis and the remaining 20% is in a part-time basis. As the company has been doing pretty well in the domestic market, they are planning to expand and enter into international market to compete against other companies that provide the same services as they do, however before they make a decision there are some factors that must be analyzed and then Jenkins will be able to decide whether if the company is prepared to enter an international markets or not. 市场之间的关系--THE RELATION BETWEEN MARKETS. A great deal of emphasis has been placed on the need for companies to pay attention to the global economy, even when they operate on a seemingly domestic basis. This call for a larger perspective has come about because very few businesses can truly say that they're unaffected by conditions outside of their home market. The corner restaurant in New York notices the rise in prices when coffee crops are bad in South America, an office supply shop in Buenos Aires feels the effect of a transportation strike in Europe, and a Beijing computer manufacturer knows exactly when the price of microprocessors has jumped in the United States. Large companies go so far as to hire personnel to track the markets that will affect them the most. Many would say that all of this interdependence is the result of advancements in transportation and communication. The real cause, however, is an increase in the effectiveness of international marketing. Those companies that have done the best in the global arena are those that have released themselves from any emotional attachment to the schemes that made them a success domestically in order to see each new marketplace as a distinct entity.[1] The different markets (internationaldomestic) are interrelated to each other to a state that the companies can perceive whenever a market has been affected by any factor, such like political, social, economical, or cultural. 为什么会国际化--why internationalise? Internationalizing a company could be one of the biggest and toughest decisions a company or the CEO of a company can make, however if the decision is efficiently analyzed and successfully implemented the organization will build a world wide network, and of course that will bring international experience that will be fundamental to gain competitive advantage. 全球化驱动--GLOBAL DRIVERS. Referring to global drivers that an organization or in this particular case OTC should consider to evaluate the attractiveness of an international market is a very wide range of possibilities to analyze as many drivers must be considered to enter a new market, but not all of them are as important as each other or as decisive as each other, it depends on where the company wants to be, and the kind of company, whether if is a product seller or a service provider company the attractiveness of the market might be different as they operate in a different market and in a different manner. 其他驱动力--Some of these drivers are: Homogeneous customer needs. Global customers. Global channels. Transferable marketing. Economies of scale. Learning and experience. Sourcing efficiencies. Favourable logistics. Culture differences. Costs and skills. Common marketing regulations. Interdependence of countries. Globalised competitors. Government policies. Technology. As explained before not all of them have the same level of importance for OTC as others, in this particular report the main focus will be culture, technology, and globalised competitors. 文化差异--CULTURE DIFFERENCES. Distance and time were once the biggest obstacles to doing business internationally. They are now among the least of concerns for any organization that has decided to go global. Today, international businessmen and businesswomen increasingly find themselves working in multi-cultural environments, dealing with real differences in everything from communication styles to social etiquette to core values. While many international business travellers may not be able to give a textbook definition of what constitutes culture, they know it when they see it. And they also know they had better be prepared to deal with it beyond a superficial level. After all, winning acceptance from foreign colleagues and turning cultural differences into a competitive advantage means more than making sure you know how to properly accept the business card of a Japanese colleague or avoid serving cocktails to a Moslem banker.[3] As OTC is wondering whether to enter an international market or not, it is imperative that they get ready to adapt to change and new cultures, specially for the kind of service that they provide, as it is not the same to sell a physical product than to provide a training and consultant service, this implicates a lot more of interaction with people reason why the culture is a decisive factor, if it is wisely used, the adaptation of the organization to the new culture will bring a huge competitive advantage and may lead them to success. 科技--TECHNOLOGY. Ralph Landau and Nathan Rosenberg With the marked slowing down of U.S. economic growth and the apparent decrease in ability to compete in an increasingly international marketplace, more urgent attention from many quarters is now being directed toward finding the causes and cures. In this paper, we review what is known about the impact of technological change on economic growth. We emphasize that technological innovation has been the historic engine of U.S. economic growth, and we argue that it is equally critical to future growth and competitiveness. We find also that high capital investment rates are directly related to high productivity growth, which in turn is the key to rising prosperity and preservation of a high-wage economy. We conclude further that technological innovation and capital investment are essentially two sides of the same coin, and that the one without the other will not contribute significantly to the nation's productivity growth[4]. It is clear that technology has a very important role in the world markets and specially in the time we live, if we think a few years back, communications systems and transportations was not as easy as it is this days, in this new era we have mobile phones, jets, touch screen devices but the most important of all is internet, as it has provided a massive tool to interlink business and companies bringing a whole new communications system that help them to efficiently develop their activities abroad. In our particular case technology is a very important driver as due the nature of OTC, a high influence of technology in the new market will help them to provide their training and consultancy service in a more efficient manner. 全球范围内的竞争对手--GLOBALISED COMPETITORS. Competition is important in influencing how successful an organization's business venture can be. It is not simply a matter of producing a good product or service which matches with customer wants and needs and provides customer satisfaction. In one way or another, most firms are able to do this but some are much more successful in the marketplace than others. A firm must be able to position itself competitively in the minds of its customers so that its products and services stand out very favourably in important respects in relationship to competitors[5]. Global competitors are very important to be kept in mind as if a company doesn't have any knowledge about who they are competing against it is very unlikely to be successful, however, in the case we are studying OTC can compete with confidence in the international market as they have proved that the performance over the last years has been positive and they are prepared to compete against any other company in the same field. Discuss and justify what you feel are the main global drivers which need to be Considered by OTC in order to evaluate the attractiveness of international markets. Analyse the corresponding key success factors that OTC should possess if they are to be successful in an international market. Using SWOT / TOWS matrices, examine the generic marketing strategies that OTC Need to pursue in the international environment. reference Curry, Jeffrey, Edmund. A Short Course in International Marketing. Novato, CA, USA: World Trade Press, 1999. Babs 5, Lecture Slides ISM, Strategic Marketing Process 2009. Mitchell, Charles. Short Course in International Business Culture. Novato, CA, USA: World Trade Press, 2000. p 1. National Academy of Engineering Staff. Globalization of Technology: International Perspectives. Washington, DC, USA: National Academies Press, 1988. p 159. Proctor, Tony. Strategic Marketing : An Introduction. London, GBR: Routledge, 2000. p 3. 更多的英文case study范文。 |
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