Market entry strategies for the consumer goods industry in the PR China: an empirical study on the beer and soft drink industry
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
1998
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 235 S. graph. Darst., Kt. |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | IX
Contents in Brief
Tableof Contents XJf
ListofFigures XVII
ListofTables XVIII
ListofBoxes XIX
List of Abbreviations XX
Part A: Fundamentals and Theoretical Framework
1 Introduction 3
2 Theoretical Framework 15
3 PR China: An Investor s Perspective 45
Part B: Empirical Study
4 Market Entry Behavior 83
5 Designing the Mode of Entry 105
6 Developing the Marketing Plan 161
7 Conclusion 201
References 205
Appendix 223
XI
Table of Contents
Part A: Fundamentals and Theoretical Framework
1 Introduction 3
1.1 Problem Presentation 3
1.2 Objective of the Research 5
1.3 Research Methodology 6
1.3.1 Scientific Theory 6
1.3.2 Research Approach 7
1.3.3 Research Design and Methods 8
1.3.3.1 Design: Case Study Research 8
1.3.3.2 Methods: Interviews and Desk Research 9
1.4 Structure of the Thesis 11
2 Theoretical Framework 15
2.1 The Concept of International Market Entry Strategy 15
2.1.1 Classification 15
2.1.2 Definition 18
2.1.3 Significance of Entering International Markets 19
2.2 Strategic Issues of an International Market Entry 19
2.3 Modes of Market Entry 22
2.3.1 Export Activities 23
2.3.2 Contractual Arrangements 25
2.3.3 Foreign Direct Investments 27
2.3.4 Dynamics and Timing of Entry Mode Decisions 29
2.4 The International Marketing Plan 33
2.4.1 Standardization versus Differentiation 34
2.4.2 Product Policy 36
2.4.3 Pricing Policy 38
2.4.4 Promotion Policy 40
2.4.5 Distribution Policy 42
XII
3 PR China: An Investor s Perspective 45
3.1 Historical Overview 46
3.2 Political and Economic Developments in the PR China 48
3.2.1 Overview of Economic Reforms 49
3.2.2 Developments in Foreign Investment 51
3.2.3 Other Economic Developments 53
3.3 Threats to Sustained Economic Growth 54
3.3.1 Increasing Regional Disparities 54
3.3.2 Rising Corruption 55
3.3.3 Problems of the State Sector 56
3.3.4 Other Issues 57
3.4 The Regulatory Framework 59
3.4.1 Policies towards Foreign Direct Investments 59
3.4.1.1 Types of Foreign Investment 59
3.4.1.2 Regulative Bodies and Industry Control 60
3.4.1.3 Other Regulations 60
3.4.1.4 Investment Conditions 61
3.4.1.5 Restraints 62
3.4.1.6 Outlook 63
3.4.2 Policies Towards Trade 63
3.4.3.1 Import Procedures 64
3.4.3.2 Duties 65
* 3.5 Fundamentals of China s Consumer Population 66
3.5.1 Income Growth 66
3.5.2 Shifting Demographic Structures 68
3.6 Industry Structure and Market Characteristics 70
3.6.1 Enterprise Ownership Forms and Size Distribution 70
3.6.2 The Beer Industry 70
3.6.2.1 Developments 70
3.6.2.2 Market Structure and Characteristics 72
3.6.3 The Soft Drink Industry 73
3.6.3.1 Developments 73
3.6.3.2 Market Structure and Characteristics 74
• 3.6.4 Characteristics of the Consumer Goods Industry 74
XIII
Part B: Empirical Study
4 Determinants of Market Entry Behavior 83
4.1 Theoretical Background 83
4.2 Scope of the Study 85
4.3 Hypotheses and Findings 89
4.3.1 Internal Determinants 89
4.3.1.1 Size 89
4.3.1.2 Degree of Internationalization 92
4.3.1.3 Size and Degree of Internationalization Combined 96
4.3.2 External Determinants: Target Country 99
4.4 Additional Qualitative Explanations 101
4.4.1 Choice of Initial Entry Mode 101
4.4.2 Developments in the Mode of Entry 102
4.4.3 Timing of Entry 102
4.5 Discussion and Conclusion 103
4.5.1 Limitations of the Study 103
4.5.2 Implications of the Results 103
5 Designing the Mode of Entry 105
5.1 Export Activities 106
5.1.1 General Considerations 106
5.1.2 Overview 106
5.1.3 Specific Design of Arrangements 107
5.1.4 Critical Issues Ill
5.1.4.1 Selecting Import Agents Ill
5.1.4.2 Product Control and Gray Market Imports 114
5.1.5 Outlook 117
5.2 Contractual Arrangements 118
5.2.1 General Considerations 118
5.2.2 Overview 119
5.2.3 Specific Design of Arrangements 115
5.2.4 Critical Issues 125
5.2.4.1 Choice of a Contract Partner 125
XIV
5.2.4.2 Quality Control 128
5.2.4.2 Protection of Intellectual Property Rights 129
5.2.5 Outlook 130
5.3 Foreign Direct Investments 132
5.3.1 General Considerations 132
5.3.2 Overview 133
5.3.3 Specific Design of Arrangements 134
5.3.3.1 Choice of Investment 135
5.3.3.2 Choice of Ownership 139
5.3.4 Critical Issues 143
5.3.4.1 Choice of a Joint Venture Partner 143
5.3.4.2 Potential Areas of Conflict 146
5.3.4.3 Level of Ownership and Management Control 147
5.3.4.4 Human Resources 150
5.3.5 Outlook 155
5.4 Timing and Dynamics of Entry Mode Decisions 155
5.4.1 Timing of Entry 155
5.4.2 Dynamics in the Mode of Entry 158
6 Developing the Marketing Plan 161
6.1 Product Policy 161
6.1.1 Brand Strategy: International versus Local 162
6.1.2 Product Design 166
6.1.2.1 Physical Component 166
6.1.2.2 Packaging Component 167
6.1.2.3 Labeling 170
6.1.3 Transposition of the International Brand Name 171
6.2 Pricing Policy 173
6.2.1 General Considerations 173
6.2.2 Entry Pricing Strategy 173
6.2.3 Price Control 176
6.3 Promotion Policy 177
6.3.1 Developments and Governmental Restraints 177
6.3.2 Critical Issues 177
XV
6.3.3 Targeting Consumer Groups 180
6.3.4 Style of Advertising 181
6.3.5 Media Selection 183
6.3.5.1 Importance and Effectiveness 183
6.3.5.2 Media Buying 184
6.3.5.3 Market Research 185
6.3.6 Amount of Money to Spend 185
6.4 Distribution Policy 186
6.4.1 Developments 186
6.4.2 Selecting Key Sales Areas 188
6.4.3 Channel Strategy 190
6.4.3.1 Deciding on Alternative Channels of Distribution 190
6.4.3.2 Selecting, Motivating and Monitoring Wholesalers 193
6.4.4 Organizing Physical Distribution 195
6.5 Standardization versus Differentiation of the Marketing Mix 196
7 Conclusion 201
7.1 An Integral View of Market Entry Strategies 201
7.2 China: A Missed Opportunity? 202
7.3 Implications for Further Research 203
References 205
Appendix 223
Appendix A: Interview Partner 223
Appendix B: Interview Guidance 227
XVII
List of Figures
Figure 1 1 Summary of Research Methodology 11
Figure 1 2 Structure of the Study 13
Figure 2 1 Original and Enlarged Ansoff Matrix 16
Figure 2 2 The Market Entry Strategy Pentagon 20
Figure 2 3 Advantages and Disadvantages of Export Activities 24
Figure 2 4 Advantages and Disadvantages of Contractual Arrangements 26
Figure 2 5 Advantages and Disadvantages of Foreign Direct Investments 29
Figure 2 6 Trading off Modes of Market Entry 30
Figure 2 7 Evolution of a Manufacturer s Decision on Entry Mode 31
Figure 2 8 Product Components 36
Figure 2 9 Key Decisions in Designing a Promotion Strategy 41
Figure 3 1 Map of the People s Republic of China and Factual Data 45
Figure 3 2 Development of Foreign Direct Investments and Key Events
in China, 1976 1997 52
Figure 3 3 Breakdown of China s Population 69
Figure 3 4 Characteristics of the Consumer Goods Industry in China 75
Figure 4 1 External and Internal Factors in the Entry Mode Decision 85
Figure 4 2 Overview of Explanatory and Dependent Variables of Market
Entry Behavior 87
Figure 4 3 Classification of the Companies Studied According to Their Size
and Degree of Internationalization 88
Figure 5 1 Analysis Framework for Entry Mode Decisions 105
Figure 5 2 Success Factors and Priorities of Companies That Have Engaged
in Export Activities 107
Figure 5 3 Decision Criteria for Selecting Distributors 112
Figure 5 4 Success Factors and Priorities of Companies That Have Engaged
in Contractual Arrangements 121
Figure 5 5 Decision Criteria for Choosing a Contract Partner 128
Figure 5 6 Success Factors and Priorities of Companies That Have Engaged
in Foreign Direct Investments 134
Figure 5 7 Decision Criteria for Buying into a Local Plant 136
Figure 5 8 Evaluation of Joint Venture Partner Selection 144
Figure 5 9 Key Issues of Human Resources Management in China 153
XVIII
Figure 6 1 Decision Framework for the Development of the International
Marketing Plan 161
Figure 6 2 Finding the Enduring National Values 180
Figure 6 3 Current Distribution Structure in China 187
Figure 6 4 Building up Sales and Distribution 189
Figure 6 5 Standardization Potential of the Marketing Mix in China 199
List of Tables
Table 3 1 The Top Ten Foreign Sources and Locations of
Foreign Direct Investments in China in 1996 53
Table 3 2 Selected Economic Data, 1980 1996 54
Table 3 3 Urban Household Possession of Major Durable Consumer Goods 67
Table 3 4 Development of Retail Sales per Capita of a Number of
Selected Products 79
Table 4 1 Classification of the Brewing Companies According to Their Size 90
Table 4 2 Classification of the Brewing Companies According to Their Degree
of Internationalization 94
Table 4 3 Classification of the Brewing Companies According to Their Size
and Degree of Internationalization 97
Table 5 1 Overview of the Brewing Companies Studied That Entered through
Export Activities 107
Table 5 2 Overview of the Brewing Companies Studied That Entered through
Contractual Arrangements 12°
Table 5 3 Overview of the Brewing Companies That Entered through FDI 133
Table 5 4 Overview of the Soft Drink Companies That Entered through FDI....134
Table 5 5 Overview of the Investment Projects Studied in China !35
Table 5 6 Overview of the Level of Ownership in Different Brewing Plants 148
Table 5 7 Mutual Views of the PRC , the Hong Kong and the
Taiwan Chinese of One Another 154
Table 6 1 Translation of International Beer and Soft Drink Brand Names
into Chinese 172
XIX
List of Boxes
Box 1 1 Sub Objectives of the Study 6
Box 2 1 Definition of International Market Entry Strategy 18
Box 2 2 Definition of Market Entry Mode 22
Box 2 3 Central Research Question (1) for the Empirical Study 23
Box 2 4 Definition of the International Marketing Plan 34
Box 2 5 Central Research Question (2) for the Empirical Study 36
Box 3 1 Policy Guidance for Overseas Investment in the Beer Industry 72
Box 4 1 Central Research Question (3) with Respect to the Theoretical
Perspective 89
Box 5 1 Designing Export Activities in China (1) 109
Box 5 2 Designing Export Activities in China (2) 111
Box 5 3 The Challenge of Finding a Suitable Agent 113
Box 5 4 Common Methods for Gray Market Imports into China 116
Box 5 5 Potential Problems with the Licensee 124
Box 5 6 The Benefits of a Suitable and Committed License Partner 127
Box 5 7 Strategy Formulation and Implementation of FDI 142
Box 5 8 Choice of a Joint Venture Partner 146
Box 5 9 Implications of Minority versus Majority Control 150
Box 5 10 Useful Content of Training Programs in China 152
Box 5 11 Entry Mode Dynamics 159
Box 6 1 Challenges of Developing Brand Strategies for the Chinese
Market 164
Box 6 2 Product Adaptation for the Chinese Market 169
Box 6 3 Pricing Strategies for Imported Brands 175
Box 6 4 Reacting to Parallel Imports 177
Box 6 5 Differences in Consumer Behavior 179
Box 6 6 Advertising Strategies in China 182
Box 6 7 Building a Direct Sales Network 192
Box 6 8 Developing Effective Incentives for Channel Members 195
|
| any_adam_object | 1 |
| author | Dony, Alexander George Constant 1972- |
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| id | DE-604.BV011980568 |
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| indexdate | 2024-07-09T18:19:37Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008106471 |
| oclc_num | 245913787 |
| open_access_boolean | |
| owner | DE-739 DE-19 DE-BY-UBM DE-355 DE-BY-UBR DE-384 DE-703 DE-634 DE-188 |
| owner_facet | DE-739 DE-19 DE-BY-UBM DE-355 DE-BY-UBR DE-384 DE-703 DE-634 DE-188 |
| physical | XXI, 235 S. graph. Darst., Kt. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| record_format | marc |
| spelling | Dony, Alexander George Constant 1972- Verfasser (DE-588)171726820 aut Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry von Alexander G. C. Dony 1998 XXI, 235 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Sankt Gallen, Univ., Diss., 1998 Konsumgüterindustrie (DE-588)4194766-6 gnd rswk-swf Brauwirtschaft (DE-588)4069637-6 gnd rswk-swf Erfrischungsgetränkeindustrie (DE-588)4152747-1 gnd rswk-swf Getränkeindustrie (DE-588)4157182-4 gnd rswk-swf Getränkemarkt (DE-588)4020787-0 gnd rswk-swf Markteintrittsstrategie (DE-588)4326311-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf China (DE-588)4009937-4 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content China (DE-588)4009937-4 g Markteintrittsstrategie (DE-588)4326311-2 s Getränkeindustrie (DE-588)4157182-4 s DE-604 Konsumgüterindustrie (DE-588)4194766-6 s Brauwirtschaft (DE-588)4069637-6 s Marketing (DE-588)4037589-4 s DE-188 Erfrischungsgetränkeindustrie (DE-588)4152747-1 s Getränkemarkt (DE-588)4020787-0 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008106471&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dony, Alexander George Constant 1972- Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry Konsumgüterindustrie (DE-588)4194766-6 gnd Brauwirtschaft (DE-588)4069637-6 gnd Erfrischungsgetränkeindustrie (DE-588)4152747-1 gnd Getränkeindustrie (DE-588)4157182-4 gnd Getränkemarkt (DE-588)4020787-0 gnd Markteintrittsstrategie (DE-588)4326311-2 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4194766-6 (DE-588)4069637-6 (DE-588)4152747-1 (DE-588)4157182-4 (DE-588)4020787-0 (DE-588)4326311-2 (DE-588)4037589-4 (DE-588)4009937-4 (DE-588)4113937-9 |
| title | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry |
| title_auth | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry |
| title_exact_search | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry |
| title_full | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry von Alexander G. C. Dony |
| title_fullStr | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry von Alexander G. C. Dony |
| title_full_unstemmed | Market entry strategies for the consumer goods industry in the PR China an empirical study on the beer and soft drink industry von Alexander G. C. Dony |
| title_short | Market entry strategies for the consumer goods industry in the PR China |
| title_sort | market entry strategies for the consumer goods industry in the pr china an empirical study on the beer and soft drink industry |
| title_sub | an empirical study on the beer and soft drink industry |
| topic | Konsumgüterindustrie (DE-588)4194766-6 gnd Brauwirtschaft (DE-588)4069637-6 gnd Erfrischungsgetränkeindustrie (DE-588)4152747-1 gnd Getränkeindustrie (DE-588)4157182-4 gnd Getränkemarkt (DE-588)4020787-0 gnd Markteintrittsstrategie (DE-588)4326311-2 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Konsumgüterindustrie Brauwirtschaft Erfrischungsgetränkeindustrie Getränkeindustrie Getränkemarkt Markteintrittsstrategie Marketing China Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008106471&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT donyalexandergeorgeconstant marketentrystrategiesfortheconsumergoodsindustryintheprchinaanempiricalstudyonthebeerandsoftdrinkindustry |