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Analysis and Evaluation of Market Entry Modes into the AsiaPacific Region: Based on the Example of a German SME in the Industri,Used
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Diploma Thesis from the year 2006 in the subject Business economics Supply, Production, Logistics, grade: Sehr Gut, FH Obersterreich 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 aboveaverage economic potential of emerging markets, especially in many countries of the AsiaPacific region, is amongst others the leading incentive for the increasing number of crossborder 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 stepbystep 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 AsiaPacific 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
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