Global Entry Mode Strategy for Pure Mobility ‘Producer of Norway Buddy Electric Car’

Abstract

To date, Manager faces a big challenge in a marketing new product in the International Market. This challenge chooses proper Entry Mode for International product as a part of International Marketing. Anderson and Coughlan (1987) asked directly “Should the new product be distributed via company distribution channel, or is it more efficient to contract distribution to and independent organization?” Each of this choice will bring advantages and disadvantages. One example is to choose own distribution channel, where a beneficial aspect is the high control of the product. But on the other side, the company has to pay more money in aim to establish it. This paper attempts to propose a new suggestion in the Global Entry Mode Strategy for Pure Mobility, Norwegian Electric Car Company. Pure Mobility has a new innovative product which is called Buddy. Buddy is an ingenious electric car from Norway with three seated and generated 72 V DC motor and 13 kW battery. This paper chooses Pure Mobility Buddy, instead of others brand of electric car, as this car has a big potential market, but only exported in one country, namely United Kingdom. Target of Global Entry Strategy for the paper is France, especially college students in particular country. Some aspects, which related with this topic, and will be used as a theoretical framework are International Entry Mode, customer cultural differences, a new product diffusion, and international network and strategic. As a limitation, we will ignore either hold constant a vast variety of influences on organizational form.