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.
Table of contents
List of tables
List of figures
List of abbreviations
1. Introduction
2. Theoretical basics of international market entry strategies
2.1 The term of international market entry strategy
2.2 Motives for companies to go international
3. Strategies to enter the Chinese market
3.1 Significance of the Chinese market
3.2 Timing of market entry: When to enter?
3.3 Location of market entry: Which market to enter?
3.4 Form of market entry: How to enter?
3.4.1 Representative Office in China
3.4.2 Chinese Joint Venture
3.4.3 Wholly owned subsidiary
4. Case study Volkswagen
4.1 Short profile of Volkswagen
4.2 Market entry strategy of Volkswagen
5. Conclusion
Bibliography
Appendix
Statutory Declaration
- Quote paper
- Laura Parlabene (Author), 2012, Market entry strategy for the Chinese market on the example of Volkswagen, Munich, GRIN Verlag, https://www.grin.com/document/204369
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