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Case study
• PK’s products are used in the manufacture of other electrical items电子用品, by the construction industry建筑工业 and associated tradespeople and more recently in a growing consumer market Over the last four years the organisation has embarked on从事 its first consumer based marketing campaigns, involving the use of consumer advertising and promotion and the collection of consumer and trade feedback. Prior to在。。之前 this the organisation had focused predominantly on the trade market集贸市场.
Case study
• With rising economic growth and the rising disposable incomes可支配收入, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.
Answers: key words
• Question 2 • Selection of appropriate method of entry: • As this is a first venture the best method would be the use of an agent or distributor eg a large retailer or wholesaler in the host country 东道主国 家.
Case study
• The management of the company is now in the hands of a young dynamic team of managers who want to improve the performance of the organization, building on its current success. The past few years have seen continual growth, but over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year.
Case study
• The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations 贸易代表团 from several different countries and are now looking outside China for new markets to enhance their growth and business performance.
Case study
• PK’s products are selectively distributed using specialist electrical retailFra Baidu bibliotekrs专门电器 零售商, department stores百货公司 and more recently DIY outlets. Their pricing is competitive and in the past the organisation has used price-based promotions to attract new customers. Over the years the organisation has developed a good reputation for quality and customer service.
Questions
• Question 1 • Identify the modes of market entry available to PK Electrics. • Question 2 • Evaluate which method of market entry would be most appropriate for PK Electrics, clearly identifying the criteria you have used in making your choice.
Case study
• PK Electrics was established in 1987 in Ningbo, Zhejiang province, China. Over the years it has grown from a local supplier producing a limited range of electrical cabling 电缆and switches开关 to a national supplier of a wide range of electrical supplies including: cables, sockets插座, switches and light fittings灯 具 and currently operating three factories all based in Zhejiang province.
Answers: key words
• The main disadvantage of this method is a lack of control — the reliance on others to find markets and sell your products.
Answers: key words
• Criteria for selection of this option: • Cost
– a low cost option
• financial investment required --limited • speed of entry --quick --limited infrastructure required • risk --low risk especially if you use distributors as they pay for the goods they purchase from you. • level of involvement --low --limited the risk in a first venture 首次尝试
Answers: key words
• Question 1 • Methods of direct and indirect exporting eg use of agents, distributors, trade missions, piggybacking and overseas sales offices. • Methods of overseas production eg licensing, franchising, strategic alliances, joint ventures, contract manufacturer and overseas production facilities.
