Foreign market entry mode selection for products of MLM Armal International GmbH

Čas globalizacije, v katerem živimo, nas sili, da moramo biti zelo pazljivi in pozorno spremljati vsa dogajanja pri kupcih, kakor tudi dogajanja na njihovih tržiščih. Podjetje MLM bo še naprej v nenehni pripravljenosti in bo iskalo nova tržišča, saj se lahko hitro zgodi, da kateri kupec postane nelikviden oz. iz kateregakoli razloga ne posluje več in se tako izgubi določen del tržišča, ki ga je potrebno čim hitreje nadomestiti z novim. To je potrebno za doseganje ciljev, ki so načrtovani in zastavljeni v začetku leta, in od izpolnjevanja le-teh je tudi odvisen obstoj podjetja. Ko podjetje zmanjša število kupcev, se s tem zmanjša tudi vrednost prodaje, zmanjšajo se prilivi, ne more izpolnjevati svojih finančnih obveznosti, kar povzroči težave pri nabavi repromaterialov. To lahko ima za posledico zastoje v proizvodnem procesu in pripelje do zamudnega izpolnjevanja dogovorjenih obveznosti do kupcev. Vse funkcije v MLM so izrednega pomena in v veliki odvisnosti druga od druge, zato je potrebno izredno dobro sodelovanje med njimi. MLM mora prav tako skrbeti za nenehno izobraževanje kadrov, zato omogoča zaposlenim različne možnosti izobraževanja, kot so nadaljnje šolanje, obiskovanje različnih tečajev tujih jezikov, tako začetnih kot nadaljevanjih, organizira motivacijske seminarje, izobraževanja na področju carinskih predpisov z možnostjo spremljanja vseh novosti, saj le-to prinaša napredek podjetju in obenem z novimi znanji privarčuje pri mnogih stroških. MLM nudi možnost ogleda raznih sejmov, kar omogoča spremljanje dogajanja in novosti na vseh trgih. Prav tako omogoča načrtovano obiskovanje kupcev, v reklamne namene načrtuje sredstva, ki so sicer zaradi recesije omejena, vendar jih je nekaj na razpolago v obliki reklamnega gradiva (majice, pisala, metri, zastave, vžigalniki itn.), za kupce se izdelajo reklamni panoji z vzorci za njihove prodajne salone idr. MLM za kupce organizira oglede in predstavitve proizvodnje izdelkov, kar omogoča kupcem, da izdelke zelo dobro spoznajo, obenem pa to vpliva na povečano prodajo Armalovih izdelkov. Prav tako MLM za kupce v njihovem kraju organizira tudi predstavitve Armalovega prodajnega programa s pogostitvijo in obdarovanjem z promocijskimi izdelki. Istočasno so kupci seznanjeni z novostmi in pridobijo znanje o Armalovih izdelkih, kar prav tako koristi nadaljnji prodaji in zaradi česar je MLM korak pred konkurenco. Vse te in še mnoge druge aktivnosti, ki jih izvaja podjetje, vodijo k ponavljanju naročil in zagotovitvi obstoja na tujih tržiščih, saj za MLM ni pomemben le vstop na neko tržišče, ampak tudi večletna kontinuirana prodaja na tem tržišču, kar pomaga pri utrditvi blagovne znamke na tujem tržišču in doseganju višjih cen. Največje stroške predstavlja vstop na tuje tržišče, poznejša dobava oz. prodaja ni več povezana z veliki vlaganji in stroški, kar prinaša podjetju večje razlike v ceni. Iz obravnavanega gradiva in zbranih podatkov je razvidno, da je tržišče Alžirije kot druge največje afriške države primerno za Armalove izdelke in je dovolj veliko (34 mio prebivalcev), saj je sposobno absorbirati dovolj velike količine izdelkov (Alžirija je uspešna izvoznica nafte in plina, torej gospodarsko dovolj močna), da bodo vlaganja s kakovostnimi izdelki »Made in EU« ter z reklamnimi sredstvi in možnostmi, ki jih ima MLM, zadostovala za vstop in obstoj na tem tržišču. Alžirija je podpisnica Evro-mediteranskega pridružitvenga sporazuma z EU, kar pomeni, da ne obstajajo nikakršne carinske ali zakonodajne omejitve za izvoz v to državo. Vizija podjetja MLM je nenehen razvoj in inovativnost, iskanje novih izdelkov in novih tržišč ter skrb za ohranjanje dobrih kupcev. To omogoča dobra blagovna znamka Armal, priložnosti, seznanjenost s stanjem na tržišču, konkurenca in kakovostni kadri, zato bo mariborsko podjetje ostalo uspešno.The time of globalisation we live in forces us to be very careful and pay close attention to everything that is happening with the buyers as well as in their markets. The company MLM will remain in continued preparedness and will search for new markets, because it can happen in an instance that a buyer becomes insolvent or ceases its operating activities out of any reason. It would mean that MLM would lose a certain part of the market that needs to be replaced with a new one as soon as possible. This is necessary for achieving the goals that were planned and set at the beginning of the year, since the company\u27s existence depends on the fulfilment of these goals. When a company reduces the number of buyers, the value of sale and the inflow also decrease, and the company is no longer able to meet its financial obligations, which causes difficulties in the supply of intermediate goods. Furthermore, this may cause delays in the production process and, consequently, delayed fulfilment of agreed obligations to the buyers. All functions in MLM are of key significance and in great dependence from one anothertherefore, good cooperation between them is necessary. MLM has to provide for continued education of its employees, which is why it offers its employees various educational possibilities, such as further education and various foreign language courses – beginner and advanced – and organises motivational seminars and educational courses in the field of customs regulations with the option to be informed of the novelties, because only this stimulates progress and at the same time saves money with fewer costs. MLM offers the opportunity to visit various fairs, which enables following new developments and novelties in all markets. It also organises planned visits to buyers, plans assets for commercial purposes, even though they are limited due to recession, but some are available in the form of advertising material (T-shirts, pens, tape measures, flags, cigarette lighters, etc.), produces advertising boards with samples for the buyers\u27 points of sale etc. MLM organises tours and presentations of the manufacture of products for the buyers, which enables them to become well familiar with the products, while increasing the sale of Armal\u27s products. In addition, MLM organises presentations of Armal\u27s product mix with food, beverages and advertising products for the buyers in their area. At the same time, the buyers get acquainted with new products and gain knowledge of Armal\u27s products, which is also beneficial to further sale and because of which MLM is one step ahead of the competition. All these activities, and many more, carried out by the company lead to continuous orders and ensure MLM\u27s presence in foreign markets, because not only a market entry is important but also a continued sale in that market for many years, which helps strengthen the brand in a foreign market and achieve higher prices. Foreign market entry represents the highest costs, while subsequent supply or sale no longer requires large investments and high expenses, which establishes large differences in prices for the company. Based on the reviewed information and gathered data, it is evident that the market of Algeria, the second biggest African country, is suitable for Armal\u27s products and large enough (34 million inhabitants), because it is capable of absorbing a big enough quantity of products (Algeria is a successful oil and natural gas exporting country, thus economically strong), so that investments with quality "Made in EU" products and the advertising material and capacity available to MLM will suffice for entering the market and staying there. Algeria is a signatory to the Euro-Mediterranean association agreement with the EU, which means that there are no customs or legislative limitations for exports into this country. Continuous development and innovation, searching for new products and markets, and keeping the buyers are part of the company\u27s vision, which can be realised with Armal brand, opportunities, knowledge of th