Analysis and Evaluation of Market Entry Modes Into the Asia-Pacific RegionDiploma Thesis from the year 2006 in the subject Business economics - Supply, Production, Logistics, grade: Sehr Gut, FH Oberösterreich - Campus Steyr (Produktion und Management (PMT)), language: English, abstract: The business world at the beginning of the 21st century is characterised by a steadily increasing globalisation and the growth of international business operations. The proceeding dynamism of the global markets creates new chances not only for multinational enterprises but also for small- and medium sized companies (SMEs). Particularly, the above-average economic potential of emerging markets, especially in many countries of the Asia-Pacific region, is amongst others the leading incentive for the increasing number of cross-border expansions. In this context, the decision for the appropriate market entry strategy is already one of the most difficult ones within the broad topic of international marketing, whereas the choice of target countries with tremendous cultural differences and the specifics of the industrial goods business respectively, lead to an even higher degree of complexity in the decision for the most suitable form of organisation for the international market entry. The main task of this thesis was to break down the untargeted theory of the market entry modes to the evaluation of a situational context of a genuine company with the help of abstract focus areas in a step-by-step approach. Starting with a general overview to the topic area of interational marketing and further the alternative market entry modes, the thesis introduces three focus areas with an anticipatory relation to the case study: 'The Asia-Pacific region, SMEs and the industrial goods business' stand in the centre of the examination. The core of this thesis represents a feasibility study related to the focused perspective, in which every market entry mode is investigated in its compatibility with the focus areas. The result of the study, in other words the identification of al |
Contents
| 1 | |
| 9 | |
International Strategy Market Entry Modes | 24 |
Feasibility Study of the Market Entry Modes | 58 |
The AsiaPacific Market Entry of a German SME | 99 |
Outlook Evaluation Resume | 127 |
BIBLIOGRAPHY | 145 |
Common terms and phrases
able acquisitions activities addition AdPhos Plc advantage agreement already analysis applications approach Asia Asia-Pacific region Chapter China coil coating commitment compatibility competitive complex consideration contract costs decision direct domestic Doole/Lowe economic enter entire entry mode decision entry strategy especially established evaluation example exporting fact factors feasibility study Figure finally findings firm focus focuses foreign foreign market franchising further geographical global greenfield implemented important increasing industrial goods business initial international marketing introduction investment involved joint ventures licensing major manufacturing market entry mode medium multiple Note objectives operations organisation overall percent potential printing production range represents result risk Serwik share situational SMEs Source South Korea steel step strategic alliance strategy substantial Table Thailand thesis transfer various