International market entry barriers - In connection with decisions on the selection of international target markets, it is necessary to consider existing and expected market entry barriers. These are conditions and restrictions that make market entry difficult or impossible.
Typical barriers to market entry are high import duties and local content regulations. According to these clauses, a certain quantity, weight or value minimum proportion of the products or a certain number of operations must have been manufactured domestically in order for these to be regarded as domestic products. A certificate of origin can then be issued for such products in the respective country and they are then not subject to tariffs, punitive tariffs, other charges or even import or consumption bans. These barriers to market entry can thus influence the price (marketing policy instruments) up to the inability of foreign competitors to compete or even prevent market entry.
Barriers to market entry also include the required level of investment, the fixed costs and risks resulting from the foreign involvement, and the reactions of stakeholders in the market. in particular customers, competitors, potential sales partners and the state. In connection with the entry into new markets, the cultural differences are very often underestimated, which, if not taken into account in strategic and operational marketing, can significantly hinder successful market entry.
Bereits im Zusammenhang mit der Ermittlung von Markteintrittsbarrieren sollten auch die internationale Marktaustrittsbarrieren erfasst werden, die im Falle des Scheiterns eines Auslandsengagements zum Tragen kommen.