L'externalisation des entreprises à l'étranger - étude en anglais

Many firms internationalize their activities abroad. In the current context of the development of international trade, companies are faced with competition from other countries, but may also take the opportunity to enter other markets for growth. The part of their turnover abroad is increasingly important, hence the need for good management techniques and strategies of international marketing.

Most companies have engaged in the race for the internationalization, driven by the belief that it is an inevitable evolution of the markets.

The decision to internationalize may harm the company, because this approach is both a source of advantages, but also disadvantages: environmental, social, health, cultural and freedom.

It is important for companies wishing to overcome their competition and exploit their competitive advantages in new markets, adopt strategic and multidimensional choice adapted to the complexity of the international environment and their priorities: cost reductions, sales growth or learning.

However, in order to survive the company must continue to innovate. Most companies therefore operate internationally with appropriate and predetermined strategies. The aim is to gain and maintain competitive advantages in the market where it operates, the most perfect harmony between its actions and its customers can be achieved by studying its customers and its competition, but also with a good adaptation of the marketing mix internationally while taking into account the culture of the target country.

Basically, all the questions revolve around a central question: What are the key success factors of internationalization? In other words how can companies internationalize with successfully, and how can it adapt to satisfy foreign consumers.

The beginning of internationalization is in the choice of countries. According to Pervez N.Ghauri & Philip Cateora (2000)

The choice of target countries is a dimension of the process of investment decision abroad. The analysis of target countries has been the subject of many studies, often based on the macro-economic aspect of comparative advantage.

Determine the attractiveness of a country is not an easy task, given the geographical and cultural remoteness of some areas and access to information often-informal nature difficulty obtained in informal channels

The choice of the internationalization of the company is difficult. We must consider the attractiveness of the country: According to Jeannet & Hennessey (2004)

• Economic environmental factors, political, social (eg respect of property rights, standard of living, inflation, political stability, quality of relations with the country of origin)

• Supply conditions and competition in the country (characteristics of distribution channels, number of competitors...)

• Demand conditions (size and market potential, attitude that products from abroad...)

But also the competitiveness of the company for each country: market Knowledge, control of arguments marketing mix (price, product, Place, Promotion) control of supply conditions.

But in the choice of countries, risks are possible. It is important to identify the different problems of the countries: According to Cateora (2000)

• There are countries at risk (war, nationalization, political crises): political risk,

• Some countries lacking in infrastructure,

• Others have limited potential: the problem of market size, Some countries impose heavy administrative procedures to protect their national companies by restricting market access: accessibility and administrative risk (administrative and commercial)

• Tax risk: the problem of agreement of two countries (sending and receiving)

• Currency risk: inflation, exchange controls (devaluation of the currency of the host country)

• Climate risk: sensitive areas.

To avoid this type

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