Download or read book Global Marketing Market Entry of Dr Ing hc F Porsche AG in China written by Karsten Klauenberg and published by GRIN Verlag. This book was released on 2012-03-02 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 70, University of the West of England, Bristol, language: English, abstract: This assignment describes, analyses and evaluates Porsche 's strategy to enter the Chinese market for exclusive sport cars. On the basis of the literature review the assignment focuses on the general decision to enter the mainland's market and furthermore it particularly evaluates the chosen mode of market entry from cultural, automobile-specific, branding and promotional perspectives.

Download or read book Market entry strategy for the Chinese market on the example of Volkswagen written by Laura Parlabene and published by GRIN Verlag. This book was released on 2012-11-14 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Zhejiang University Of Science and Technology, language: English, abstract: During the last years the globalisation has increased the competition amongst the companies and made them more willing to enter foreign markets. Developing a market entry strategy is very complex and has long-term consequences for a company. Thus, choosing an adequate market entry strategy has an enormous importance. The present term paper is concerned with international market entry strategies especially for the Chinese market on the example of Volkswagen. In chapter two some theoretical basics of international market entry strategies are provided. In this sense, the term of international market entry strategy is defined and the motives for companies to enter foreign markets are analyzed. In chapter three the development of a market entry strategy for the Chinese market is examined. Therefore, the significance of the Chinese market will be shown at the beginning. Afterwards, the timing and the location of market entry will be explained. Finally, three forms of market entry will be presented. The fourth chapter creates a practical connection of the topic by explaining the market entry strategy of Volkswagen.

Download or read book Market Entry in China written by Christiane Prange and published by Springer. This book was released on 2016-05-14 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.

Download or read book Greater China in the Global Market written by Yigang Pan and published by Psychology Press. This book was released on 2000 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn the secrets of doing business successfully in China! From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the practical advice and empirical research of top experts in the field, including John Farley of Dartmouth College, John Child of Cambridge University, and Rohit Despande of Harvard University. Tapping China's huge economy can be highly profitable, but only if you understand the subtleties of doing business in the Chinese culture. Greater China in the Global Market offers insider's views of guanxi, the Chinese concept of relationship that can make or break international business ventures in China, as well as the expertise in Chinese corporate and consumer cultures you will need to establish successful business strategies. Greater China in the Global Market presents a comprehensive view of the essential factors in marketing to China, including: the difference in corporate culture between joint ventures and state-owned enterprises the most effective ways to manage the value chain activities in joint ventures the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures, among others the influence of risk-absorption capability and risk-dispersion mechanisms on the choice of entry mode the factors that influence timing your entry into the market the changing tastes of Chinese consumers the correlation between brand consciousness and income in younger consumers a thorough literature review of twenty years of marketing research on China Greater China in the Global Market is a valuable resource for front-line marketing executives in China as well as corporate decision makers in their headquarters at home. It is a must read for academics and business practitioners with an interest in China.

Download or read book Market Entry Concepts of Chinese Automotive Companies into the European Market written by Ramona Blietz and published by GRIN Verlag. This book was released on 2016-11-08 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Economics - International Economic Relations, grade: 1,3, Berlin School of Economics and Law (IMB), language: English, abstract: This paper investigates Chinese automotive companies’ internationalisation activities into the European market. They are still short on experience and young in history. Since the Chinese economy has only gradually liberalised after 1978, the industry has been highly influenced by joint venture activities with foreign automobile companies in China.12 years ago, Chinese automotive companies started to internationalise. Dunning’s eclectic paradigm is utilized as academic foundation and related motives and entry modes are aligned to current Chinese activities. In early attempts to enter Europe there was a predominant resource-seeking motive, while later market-seeking reasons became more obvious and have dominated the activities since. So far, ownership-specific advantages do not play a major role in terms of valuable intangible assets like patents, whereas location specific determinants are significant, especially in terms of governmental impact. Additional home market advantages in labour endowment, resources, legal environment and strong finan- cial resources give Chinese automakers an edge and prepare them to further internationalise. However, regarding all OLI forces, there are still no outweighing advantages over European competitors. The interviewed experts do not expect a noticeable market entry with significant sales volume within the next ten years. To date, Chinese exports and FDI in Europe are the most relevant modes even though visibility is marginal. According to industry experts, companies like Qoros, BYD and Geely are possible candidates to succeed on the European market in the future. Other brands, which failed to enter Europe, e.g. due to lacking safety standards, are yet still opinion-forming. It is concluded, that if China’s automotive industry consolidates and advances technologically, it will be prepared to successfully compete on global markets, in particular Europe. The acquisition of European car manufacturers represent – in this context – a feasible possibility to speed up the process and offset technological deficiencies.

Download or read book Business Success in China written by Markus B. Hofer and published by Springer Science & Business Media. This book was released on 2006-11-22 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: China is the world’s largest power region, achieving economic growth rates that exceed those of most industrialized countries. In this book practitioners of international companies are offered valuable insights and lessons from established and successful managers, academics and consultants. The book is divided into three parts: "Opportunities and Challenges in China", "Strategies for Market Entry and Business Success" and "Practical Insights from China". It covers a variety of topics such as business strategies, branding, pricing, market research, legal constraints and successful business relations.

Download or read book Market Entry Strategies written by Viktor Tielmann and published by GRIN Verlag. This book was released on 2010-07-29 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Fulda, course: International Marketing Management, language: English, abstract: Globalization has increased the competition amongst firms. There are more and more companies which are motivated to conquer foreign markets and enlarge their presence on these markets. For multiple reasons, companies adopt modes to enter foreign markets and find new channels of distribution. Choosing the right and appropriate market entry strategy has a growing importance. As a matter of fact, companies should align their strategy to their objectives and adapt them to the foreign markets environment. There are numerous different entry strategies which are all linked to different entry modes, different amounts of risks or costs. From the least costly mode to the most expensive one we distinguish three main strategies: Export is characterized by the transportation of finished goods from one country to another. The distribution on site is done by an intermediary or by foreign based distributors or agents. Joint Venturing includes different characteristics of various joint contracts with firms to produce or promote services or products. Direct investment is, when a company decides to invest directly into a foreign country by either establish an assembly operation, a wholly-owned operation as well as a merge or an acquisition. Each of the market entry strategy has both, advantages and disadvantages. The less costly the strategy is, the less control the company has over the distribution channel. Consequently, the company depends more or less on foreign institutions or foreign partners. All in all a company has to figure out for itself which strategy to choose, according to its particular situation, financial as well as economical and environmental. Therefore, before entering a market, a previous comprehensive research and analysis of the target market and its economic environment is indispensable to achieve a successful launch into an unknown market.

Download or read book Strategic Global Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2021-08-29 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as: technometricsa benchmarked approach to compare competing brands on a set of attributes the attitudes of Taiwanese executives regarding exporting and international conduct the cultural values that must be taken into account to produce effective print advertisements in the United States and India the marketing roles and functions undertaken by Chinese wholesalersand the functions they are still reluctant to perform a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports

Download or read book Marketing Strategies of Chinese Companies written by Fenghua Tang and published by Diplomica Verlag. This book was released on 2010-06 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ten or fifteen years ago global business was mainly in the hands of a select number of multinational giants. Small and medium-sized business concentrated on their home markets and perhaps one or two neighboring countries. Not so any longer. Even the smallest businesses have realized that they have something to market in distant countries. Under these circumstances, Chinese companies of all sizes in various industries have recently opened to foreign competition. According to the Chinese Commerce Ministry's new release on relevant report, the Chinese foreign investment reached a new record of 26,51 billion US-Dollars in 2007. This represented a growth of 25,3 percent compared to 2006. After the quantity expansion, the quality offensive comes silently. Today, Chinese companies throw not only millions of T-Shirts, toys or plastic bowls in the international market but also wireless LCD-televisions, telecom-equipment and precision tools as well. Chinese companies have realized that a competitive advantage based on low costs, low prices and large quantities in a global economy cannot defend itself long. Consequently, they focus consistently on innovation and brands. In addition, China's globalization also needs strong mental forces. China does not just want to be a world factory, but instead be an internationally competitive market place that Western competitors already are. In the involvement of Chinese companies abroad aimed at specific markets, several strategies are recognizable. German and European companies are facing new chances and challenges at the same time. People must correctly assess the situation and corporate strategies and business concepts, with which they respond effectively and sustainably. The following questions are the focus: In what areas and branches do Chinese companies concentrate in German market? Which Chinese companies go abroad? What are their market entry strategies? What are their competitive strategies? And what are the steps of Chinese investments? What problems in the Chinese M&A business in Germany? How to overcome or avoid them? What are other problems? What branches are suffering from Chinese competition in Germany and EU? Chances or threats? How can German companies face this shift in a global economy and respond appropriately?

Download or read book Market Entry Alternatives For International Marketing written by Difrine Madara and published by . This book was released on 2020-05-05 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book International Marketing plan for Volkswagen written by Christian Baumann and published by GRIN Verlag. This book was released on 2009-08-20 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, , language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold 6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of 108,897,000€ with an operating profit of 6,151,000€ which in turn resulted in a profit after tax of 4,122,000€.1 The group is divided into two divisions, namely the automotive one, accounting for 91% of total revenues plus the financial one, contributing 9% to the total turnover. Within the automotive sector, the company markets its vehicles under brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and Skoda. In 1984, Volkswagen as the first western auto maker, began its operational activity in China. When it entered the market it had to form a joint venture with a Chinese company to produce cars. By now the group has thirteen representative companies. Due to its early engagement in the biggest Asian market, it reached a leading position which despite some previous challenges lasted until today. For example, the corporation sold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China which resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after Germany the second most important market for Volkswagen, representing almost 15% of the company car sales. In the following international marketing plan, the author will describe how to increase car sales and boost market share up to 20% over the next 2 years with the introduction of a new small light weight hybrid car, the Volkswagen Cotha. [...]

Download or read book Chinese Economic Transition and International Marketing Strategy written by Ilan Alon and published by Bloomsbury Publishing USA. This book was released on 2003-03-30 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: As China's markets evolve, marketing strategy must adapt to meet changing circumstances. Alon and his contributors provide a comprehensive look at how economic transition affects marketings strategies across a wide range of industries, including telecommunications, the auto industry, the hospitality industry, the airline industry, textiles, cosmetics, and wine. In addition, they discuss the changing situation of joint ventures, collective enterprises, and state-owned businesses. Bringing divergent perspectives to bear from Hong Kong, the United States, the United Kingdom, Australia, New Zealand, and China itself, the marketers and scholars who contributed to this volume have integrated research relating to economic transition with strategic considerations for more effective and competitive marketing plans. In addition to the industry-specific information, this volume includes chapters on entry barriers, e-commerce, market research, branding, and promotion.

Download or read book Global Marketing Strategy written by Bodo B. Schlegelmilch and published by Springer. This book was released on 2016-03-02 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

Download or read book Tesla s Market Entry Strategy in Germany Foreign Market Entry and Cross Cultural Business written by Simon Glandien and published by GRIN Verlag. This book was released on 2020-11-18 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic Paper from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: A+, , course: Cross-Cultural Business, language: English, abstract: The purpose of this paper is to analyze and evaluate the market entry of Tesla Inc. in Germany. In November 2019, Tesla revealed to build a European production plant on the outskirts of Berlin in Germany. The aim of this paper is to give account to the foreign market entry of Tesla Inc. in Germany. This leads to the following research question that guides this paper: What could be business success factors and threats of Tesla's strategy to enter the German automotive industry market? Tesla Inc. (former Tesla Motors Inc.) is a car manufacturer and sells fully electric vehicles, energy storage systems as well as installs, operates and maintains solar and energy storage products (Reuters, n.d.). The company was founded in 2003 by a group of engineers. In 2008 Tesla launched their first electric vehicle to the market (Tesla, n.d.). “Tesla’s mission is to accelerate the world’s transition to sustainable energy”, so the car manufacturer. So far most of the Tesla vehicles are produced and assembled in the United States at its main Tesla Factory in Fremont, California. To that Tesla operates other, multiple production and assembly plants, named Gigafactory, such as in Fremont, California (Giga Nevada) and in Buffalo, New York (Giga New York). Recently, in 2019, Tesla opened its first Gigafactory outside the American region in Shanghai, China (Giga Shanghai). A strategic step to internationalize the company and to enter the Chinese market. This strategic action can be explained by the fact that China is the largest car market in the world and the government is speeding up the expansion of electric mobility. Furthermore, manufacturing in Shanghai saves Tesla from having to transport its vehicles overseas and avoids import duties incurred in China for cars from the United States. However, the company is not just expanding its manufacturing into China.

Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Download or read book Marketing Issues in Transitional Economies written by Rajeev Batra and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.

Download or read book International Marketing and Planning written by Charles Billy and published by GRIN Verlag. This book was released on 2014-03-31 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, New York University, language: English, abstract: For many companies, International market is touted to be of foremost importance. Multinational giants like Nokia, Hewlett Packard, Wall-mart, and JP Morgan are just a few fine examples of companies operating in different markets. The primary goal, focus, and targets of these companies are different for every country. One of the primary reasons for this is difference in key international environment. The marketing, operation, and sales strategies also changes according to the international scenario. For instance, companies like Nokia and HP focus on low cost products in developing countries like India, China, and Brazil. The international environment often forces a large number of companies to change their marketing strategies.