| dc.description.abstract | Entering the international market is an essential stage for enterprises who seek for company growing and sustainability. Especially for the Taiwanese enterprises that are limited to its poor natural resource and market scale need to enter international market more than any others in order to survive. Therefore, it is an important and worthy topic to be studied about what kind of entry modes and strategies should be taken when Taiwanese enterprises enter the international market, and that triggered the motivation for this research.
This research is deeply analyzed the motivation, entry mode, and marketing strategies of the selected case Company Z who focuses on producing high-end industrial valves and would like enter the European and North American markets, as well as the problems they have experienced. The case company was found in 1975 based on manufacturing low-end ball valves and grew up fast during the period of the Ten Major Construction Projects. Their main business came from selling valves to domestic trading companies to export and small part to local equipment manufacturers or hardware shops instead of having their own sales channels. In 2000, China valve manufacturers started emerging to cause the betrayal from trading companies who looked for lower cost to increase the profit. Meanwhile, the competition in domestic market became stronger and stronger because of the market saturation. These fast changes and impacts made Company Z lose orders suddenly and had to find solution to survive, which were to develop high-end products and build the sales channels in both domestic and overseas markets in order to seek for the company sustainability. Qualitative Research Method is taken for the research, and the analyzed data is collected by the depth interview to the management of Company Z and the secondary data.
The case company takes different strategies entering European market and North American market. For the European market, products are sold in self-brand and are positioned in high-end to get distinguished from other Taiwanese and Chinese competitors, entry mode is to through the joint venture with Swiss company to directly sell to near market of Switzerland and key account customers, and indirectly sell to other countries through authorized local distributors. The strategy in North America is taken OEM business, products are positioned in middle and high end levels that are applied the core technology of case company to be different from other low end suppliers, customers are targeted to directly sell to valve manufacturers or branding wholesaler who would build the stock. It took the case company years to explore and test the international markets to finalize the clear goals and strategies, but unfortunately the performance is not obvious yet due to the short time to implement strategies and the depression in recently two years.
Below are the conclusions after further study and analyzing to the research, (1) enterprises should have discreet evaluation before making decision to enter international market, (2) enterprise should be highly aware of fast changes in the international markets in order to have contingencies, (3) strategies should be varied with markets, (4) enterprises should have long-term strategies to avoid the red sea market in order to reach the goal of sustainability. For the case company is commented to, (1) keep intensive observation to the performances so that the resources can be redistributed properly, (2) have high concern to the invested market and adjust strategies if necessary, (3) take short-term profit opportunities to increase the abundance of capital. And the directions to the future researches are suggested toward to, (1) quantitative research methods, (2) further study to emerging markets.
The topic selection, structural establishment, and the interview with the management of the case company in this research are engaged as rigorous as possible to meet the scientific principles, however, certain limitations are remained still, which are (1) the limitations to the numbers of studied case and (2) the limitations to the data collected and analyzed. | en_US |