Multinational enterprises (MNEs) are becoming increasingly present on the global market. Since their products and services are offered globally, their multinational strategies must be adapted to different cultures, environments of target countries and their internal strengths. Since the market in the 21st century is oversaturated, it is no wonder that more and more MNEs are targeting emerging markets for multiple business opportunities.
Since markets are very dynamic, entry strategies chosen by MNEs must be up to date with market changes. Although MNEs are present in the global market and well acquainted with its dynamics, entry into certain countries is not always an easy task.
The main concern of this thesis is to evaluate international entry strategies of companies operating in fast moving consumer goods (FMCG) industries in China and India. Additionally, the thesis aims in exploring and evaluating the consistency of the market entry strategies performed by one specific company (P&G) and two different theoretical frameworks, namely:
- Resource-Based Theory by Grant (1991) and
- Eclectic paradigm (OLI) by Dunning (2000).
For the purposes of this thesis I concentrate on one of the largest and best-known MNEs delivering widely known consumer goods, namely, Procter and Gamble (P&G). My interest lies in exploring whether P&G´s market entries in two target markets can be compared to above mentioned theories. If not, the goal is to understand inconsistencies and factors which influence them.
Emerging markets have a very unique nature which could be a challenge even for the most successful MNEs like P&G. Therefore, understanding these could be a very complex but unavoidable process in order to achieve long term winning strategy.
Inhaltsverzeichnis (Table of Contents)
- English Abstract
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Chapter 3: Theoretical Framework
- Chapter 4: Case Study: Procter & Gamble in China
- Chapter 5: Case Study: Procter & Gamble in India
- Chapter 6: Comparative Analysis and Discussion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to evaluate the international market entry strategies of fast-moving consumer goods (FMCG) companies in China and India, specifically focusing on Procter & Gamble (P&G). It seeks to analyze the consistency of P&G's strategies with established theoretical frameworks, namely the Resource-Based Theory and the Eclectic Paradigm (OLI). The thesis explores the challenges and complexities of entering emerging markets and the factors influencing successful market entry strategies.
- International market entry strategies of MNEs
- Resource-Based Theory and the Eclectic Paradigm (OLI) as theoretical frameworks
- Case studies of P&G's market entry in China and India
- Comparative analysis of P&G's strategies in both markets
- Challenges and complexities of emerging markets
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter introduces the topic of multinational enterprises (MNEs) and their increasing presence in emerging markets. It highlights the dynamic nature of these markets and the importance of adapting entry strategies accordingly. The chapter establishes the research question, focusing on evaluating P&G's market entry strategies in China and India and comparing them to established theoretical frameworks. It sets the stage for the subsequent chapters, outlining the research methodology and the structure of the thesis.
Chapter 2: Literature Review: This chapter provides a comprehensive overview of the existing literature on international market entry strategies. It examines various theoretical perspectives and empirical findings related to MNEs' operations in emerging markets. The review will cover different entry modes, factors influencing entry strategy selection, and the challenges faced by companies operating in these dynamic environments. This chapter lays the groundwork for a critical analysis of P&G's market entry strategies in the following chapters.
Chapter 3: Theoretical Framework: This chapter details the two main theoretical frameworks used in this thesis: the Resource-Based Theory by Grant (1991) and the Eclectic Paradigm (OLI) by Dunning (2000). It provides a thorough explanation of each theory, outlining their core concepts, assumptions, and implications for MNEs' internationalization strategies. This chapter sets the analytical lens for evaluating the consistency of P&G's market entry approaches with existing theoretical knowledge.
Chapter 4: Case Study: Procter & Gamble in China: This chapter presents a detailed case study of P&G's market entry and operations in China. It analyzes P&G's chosen entry mode, its adaptation strategies, and the factors that contributed to its success or challenges in this specific market. The chapter examines the company's strategic decisions, resource deployment, and competitive advantages within the Chinese context. It analyzes how P&G leveraged its resources and capabilities to overcome challenges in this specific market.
Chapter 5: Case Study: Procter & Gamble in India: This chapter mirrors Chapter 4 but focuses on P&G's experiences in India. It presents a similar in-depth analysis of P&G's market entry strategy, adaptation, and performance in the Indian market. The chapter highlights the similarities and differences between P&G's approaches in China and India, examining the unique contextual factors that shape the company's strategic choices in each market. The discussion includes aspects of local culture, consumer behavior, and competitive landscape.
Chapter 6: Comparative Analysis and Discussion: This chapter provides a comparative analysis of P&G's market entry strategies in China and India, evaluating their consistency with the theoretical frameworks presented earlier. The analysis will highlight the factors influencing the similarities and differences in P&G's approach across these two emerging markets. It examines the extent to which theoretical frameworks predict and explain P&G's strategic choices, identifying areas of consistency and inconsistency.
Schlüsselwörter (Keywords)
Multinational enterprises (MNEs), international market entry strategies, emerging markets, China, India, Procter & Gamble (P&G), fast-moving consumer goods (FMCG), Resource-Based Theory, Eclectic Paradigm (OLI), comparative analysis, strategic management.
Frequently Asked Questions: Master's Thesis on Procter & Gamble's Market Entry Strategies in China and India
What is the main focus of this master's thesis?
This thesis evaluates the international market entry strategies of Procter & Gamble (P&G) in China and India. It analyzes the consistency of P&G's strategies with established theoretical frameworks, specifically the Resource-Based Theory and the Eclectic Paradigm (OLI). The research explores the challenges and complexities of entering these emerging markets and the factors influencing successful market entry strategies.
What are the key themes explored in the thesis?
Key themes include international market entry strategies of multinational enterprises (MNEs), the application of Resource-Based Theory and the Eclectic Paradigm (OLI) as theoretical frameworks, case studies of P&G's market entry in China and India, a comparative analysis of P&G's strategies in both markets, and the challenges and complexities of emerging markets.
What theoretical frameworks are used in the analysis?
The thesis utilizes two primary theoretical frameworks: the Resource-Based Theory by Grant (1991) and the Eclectic Paradigm (OLI) by Dunning (2000). These frameworks provide the analytical lens for evaluating P&G's market entry strategies.
What case studies are included in the thesis?
The thesis includes detailed case studies of P&G's market entry and operations in both China and India. These case studies analyze P&G's chosen entry modes, adaptation strategies, resource deployment, and competitive advantages within each market's unique context.
How are the case studies compared and analyzed?
A comparative analysis of P&G's strategies in China and India is conducted in a dedicated chapter. This analysis evaluates the consistency of these strategies with the theoretical frameworks and highlights the factors influencing the similarities and differences in P&G's approach across both markets.
What is the structure of the thesis?
The thesis is structured as follows: Chapter 1 (Introduction), Chapter 2 (Literature Review), Chapter 3 (Theoretical Framework), Chapter 4 (Case Study: P&G in China), Chapter 5 (Case Study: P&G in India), and Chapter 6 (Comparative Analysis and Discussion). The thesis also includes an English abstract and a table of contents.
What are the key takeaways or conclusions expected from this thesis?
The thesis aims to provide insights into the effectiveness of P&G's market entry strategies in China and India, the applicability of established theoretical frameworks in explaining these strategies, and the key factors contributing to success or challenges in these dynamic emerging markets. The comparative analysis will reveal areas of consistency and inconsistency between P&G's strategies and theoretical predictions.
What are the keywords associated with this thesis?
Keywords include: Multinational enterprises (MNEs), international market entry strategies, emerging markets, China, India, Procter & Gamble (P&G), fast-moving consumer goods (FMCG), Resource-Based Theory, Eclectic Paradigm (OLI), comparative analysis, and strategic management.
- Citation du texte
- Nikolina Saric (Auteur), 2014, International Market Entry Strategies of Multinational Enterprises (MNEs) in Emerging Markets, Munich, GRIN Verlag, https://www.grin.com/document/282072
