Entrar en un mercado exterior

A 90-minute, 4-round intermediate Express simulation for Spanish vocational training (Formacion Profesional, grado superior), module 0823 Marketing internacional of the Tecnico Superior en Comercio Internacional.

You are Noelia Bernabeu, the new export assistant of Calzados Ivorra S.L., a fictional family maker of leather children's shoes in Elda (Alicante), and you choose and open its first real foreign market for twelve months of sales from July 2027.

Round by round you decide two things: in February the country (France, Germany, Morocco or the United States) and how to adapt the product; in March the entry mode (direct export, a commercial agent, an exclusive importer-distributor or a sales subsidiary) and the Incoterm 2020; in April the export price (worked back from the shelf, the Spanish list price, below or above) and the payment terms (credit insurance, open account, documentary credit or prepayment); and in June the invoicing and documents of each shipment and the plan for the second half.

The model works with expected values, and at each decision point the twelve months are projected again with the decisions taken so far and the firm's usual practice for the rest.

Each round is scored on export sales, the contribution margin after fixed costs and expected losses, the risk taken on (uncovered receivables, currency, tax and money committed) and channel control; a false 'Italian' origin claim, or invoicing without VAT without meeting the exemption's conditions, caps the score. The lesson: the entry mode sets how much control and how much risk you take on. Spanish with English.

An intermediate simulation for participants who already know the core concepts of the subject, designed for master's and MBA programmes.