Succeeding at International Expansion

•

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A key trend for many delegates is on international expansion, but where do you begin? Planning a roll-out strategy for your country expansion, timelining and prioritising country launches and understanding the part channels like search play are crucial to success. Designed with retailers, publishers and agencies in mind, questions from the floor on all aspects of expanding internationally will be welcomed, plus you’ll hear the big mistakes and lessons learnt from our topic-qualified panelists.

Marketing Business Technologie

Day 2
11:30am - 12:15pm
Succeeding at International
Expansion

The panelists
Simon Bird
General
Manager
International
Michael Long
Senior Partner
Marketing
Manager
Eugene Lomize
Head of
Monetization
Dominik Johnson
Executive
Manager
Savoo Hotels.com Yandex Explido
Alwin Viereck
Int. Director Product
affilinet
moderated by

Why
grow?
How to
grow?
Where to
grow?
Strategic
framework
Lessons
learned
Agenda

Why
grow?
Growth
Competition
Market
Economies of scale

How to
grow?
Market entry strategy (Innovation/Integration, Diversification, Outspending)
M&A, Joined Venture, Alliance vs. Own Operation (Make, Partner, Buy)
Scale of entry, Single vs. Multiple Market approach
Timing
The role of technology and digital advertising
Risks to consider

Russian Internet landscape
E-mail service
Blogging platform
Social network
Electronic payment system
Auction platform
E-shop
GEO and location based service
Worldwide RussiaService
Social news
Search engine

Search engine usage difference
Share of customers who use search engine to discover a product before buying it
0
10
20
30
40
50
60
70
Russia Ukraine USA Germany UK
56%
60%
28%
41%
33%

Where to
grow?
Competition
Online market attractiveness
Differences per Industry (Retail, Travel, Agency business)
Laws and regulations
Infrastructure, logistics & transportation
Personnel (Education, Natives)
Culture

affilinet GmbH
Alwin Viereck
director product
management
e. aviereck@affili.net

Resources
International Expansion
Market Research
eCommerce Research (Retail, Travel)

Resources International Expansion
International Expansion Framework
http://www.deloitte.com/assets/Dcom-
SouthAfrica/Local%20Assets/Documents/Market_Entry.pdf
Crossing the border: business expansion/emerging markets
http://www.pwc.com/us/en/private-company-services/international-
business-expansion.jhtml
Media Expansion Report, Grant Thornton
http://www.grant-thornton.co.uk/Global/Publication_pdf/Final-
International-Expansion-Index-Media.pdf
H&M to push on with global online growth strategy
http://www.essentialretail.com/news/ecommerce/article/52ea4f8e35
530-hm-to-push-on-with-global-online-growth-strategy
IKEAs International Expansion
http://mpra.ub.uni-muenchen.de/52946/1/ijbkip-01-1003-case

Resources Market research
IAB Europe
http://www.iabeurope.eu
eMarketer
http://www.emarketer.com
comScore
http://www.comscore.com
BVDW, OVK
http://www.bvdw.org
AGOF
http://www.agof.de
Google (Dev. Internet Users)
http://www.google.co.uk/publicdata/explore?ds=d5bncppjof8f9_#!c
type=l&strail=false&bcs=d&nselm=h&met_y=it_net_user_p2&scale
_y=lin&ind_y=false&rdim=region&ifdim=region&tdim=true&hl=de&
dl=de&ind=false

Resources Market research
Global Retail Development Index
http://www.atkearney.com/consumer-
products-retail/global-retail-development-
index/full-report/-
/asset_publisher/oPFrGkbIkz0Q/content/2
013-global-retail-development-
index/10192

Resources Market research
E-Commerce is the next frontier in global
expansion
http://www.atkearney.com/de/paper/-
/asset_publisher/dVxv4Hz2h8bS/content/e-
commerce-is-the-next-frontier-in-global-
expansion/10192
Blogs worth reading
Retail Travel
Travel Market Research, Germany
http://www.v-i-r.de/vir-marktforschung-en.htm

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Succeeding at International Expansion

1. Day 2 11:30am - 12:15pm Succeeding at International Expansion

2. The panelists Simon Bird General Manager International Michael Long Senior Partner Marketing Manager Eugene Lomize Head of Monetization Dominik Johnson Executive Manager Savoo Hotels.com Yandex Explido Alwin Viereck Int. Director Product affilinet moderated by

3. Why grow? How to grow? Where to grow? Strategic framework Lessons learned Agenda

4. Why grow? Growth Competition Market Economies of scale

5. How to grow? Market entry strategy (Innovation/Integration, Diversification, Outspending) M&A, Joined Venture, Alliance vs. Own Operation (Make, Partner, Buy) Scale of entry, Single vs. Multiple Market approach Timing The role of technology and digital advertising Risks to consider

6. Advice from the panelists

7. Russian Internet landscape E-mail service Blogging platform Social network Electronic payment system Auction platform E-shop GEO and location based service Worldwide RussiaService Social news Search engine

8. Search engine usage difference Share of customers who use search engine to discover a product before buying it 0 10 20 30 40 50 60 70 Russia Ukraine USA Germany UK 56% 60% 28% 41% 33%

9. Where to grow? Competition Online market attractiveness Differences per Industry (Retail, Travel, Agency business) Laws and regulations Infrastructure, logistics & transportation Personnel (Education, Natives) Culture

10. Audience questions

11. affilinet GmbH Alwin Viereck director product management e. aviereck@affili.net

12. Resources International Expansion Market Research eCommerce Research (Retail, Travel)

13. Resources International Expansion International Expansion Framework http://www.deloitte.com/assets/Dcom- SouthAfrica/Local%20Assets/Documents/Market_Entry.pdf Crossing the border: business expansion/emerging markets http://www.pwc.com/us/en/private-company-services/international- business-expansion.jhtml Media Expansion Report, Grant Thornton http://www.grant-thornton.co.uk/Global/Publication_pdf/Final- International-Expansion-Index-Media.pdf H&M to push on with global online growth strategy http://www.essentialretail.com/news/ecommerce/article/52ea4f8e35 530-hm-to-push-on-with-global-online-growth-strategy IKEAs International Expansion http://mpra.ub.uni-muenchen.de/52946/1/ijbkip-01-1003-case

14. Resources Market research IAB Europe http://www.iabeurope.eu eMarketer http://www.emarketer.com comScore http://www.comscore.com BVDW, OVK http://www.bvdw.org AGOF http://www.agof.de Google (Dev. Internet Users) http://www.google.co.uk/publicdata/explore?ds=d5bncppjof8f9_#!c type=l&strail=false&bcs=d&nselm=h&met_y=it_net_user_p2&scale _y=lin&ind_y=false&rdim=region&ifdim=region&tdim=true&hl=de& dl=de&ind=false

15. Resources Market research Global Retail Development Index http://www.atkearney.com/consumer- products-retail/global-retail-development- index/full-report/- /asset_publisher/oPFrGkbIkz0Q/content/2 013-global-retail-development- index/10192

16. Resources Market research E-Commerce is the next frontier in global expansion http://www.atkearney.com/de/paper/- /asset_publisher/dVxv4Hz2h8bS/content/e- commerce-is-the-next-frontier-in-global- expansion/10192 Blogs worth reading Retail Travel Travel Market Research, Germany http://www.v-i-r.de/vir-marktforschung-en.htm

Succeeding at International Expansion

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