Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

PRESENTATION: GRO U P 1
CA M E R O N AUTO PARTS (PART A)
Kai-Uwe Heesch
Knut Kirchmann
Navid Nazemian
Siegrun Pache
Nils Peters
Tim Steffens
Stefanie Wasner

Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Table of contents:

!Introduction ofthe team
!W orking Procedure
!Answering Question 1
!Answering Question 2
!Answering Question 3
!Conclusion

Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Should Cameron have preferred licensing or 1 export? W as McTaggart a good choice as licensee?

2

W ere the royalties appropriate?

Scenario 1: Cameron‘s point of view

Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

3

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Theoretical Background
Our working procedure:
!Team work
!Regular Meetings
!Minutes
!Discussions
!Brainstorming
!Calculations
!Co mparison of different scenarios

Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Theoretical Background

1. Company
Licensing

oriented
- strategy
- cost situation

2. Product oriented
3. Market oriented
-legal situation
- economic situation
- competetive situation
-trade situation
- consumer situation

Contract
Manufacturing

-

share sales volume new markets

2. Cost objectives
-

scale of economy productivity gains

Mgt. Contract

3. Profitability
-

Joint
Venture
O wn Subsidiaries

profits return on sales return on capital

4. Financial

objectives
Acquisition
Group 1

Cameron Auto Parts (PartA)

-

credit liquidity selffinancing capitallay-out © allcopyrights: waterproof concepts

Handout International Marketing, Prof. J. Höppner, p. 91

1. Market Position

1)

Sources: 2) Kutschker 1992, 3) Meffert, Bolz,Internationales Marketing
Management

1)

Overview ofPossible Entry Strategies :
3)
Objectives:
2)
Exporting
Determinants:

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Theoretical Background
1)

Do mestic company
= licensor patents copyrights trademarks know-how

fees royalties Local company
=licensee

Host country
Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

1)

Ho me country

Handout International Marketing, Prof. J. Höppner, p. 98

Licensing :

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Theoretical Background
1)

Do mestic company

Export department

indirect direct Independent
International
Marketing
Intermediator

Agent
Distributor
Sales Branch

Host country
Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

1)

Ho me country

Handout International Marketing, Prof. J. Höppner, p. 97

Export :

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Should Cameron have preferred licencing or export? W as McTaggart a good choice as a licensee?
W ere the royalties appropriate?

Group 1

Cameron Auto Parts (PartA)

© allcopyrights: waterproof concepts

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Licensing vs. Export

Advantages of Licensing

Advantages of Export

Group 1

Cameron Auto Parts (PartA)

Disadvantages of Licensing

Disadvantages of Export

© allcopyrights: waterproof concepts

Prof. Dr. Rainer Schnauffer

Internationale Kooperation und Lizenzvergabe
Sciences

University of Applied

Advantages of Licensing

Low investment costs
Reduced