|Author's Email Address
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|Type of Document
||A Study on Entry Strategies into the Tuna Market in Mainland China|
|Date of Defense
||The Eclectic Paradigm of International Production
||Tuna industry is already a mature market in developed countries, but a promising potential market still existed in mainland China with 1.3 billion populations. How and which modes Taiwanese trading companies could enter this market and create an outstanding operation model is the motivation and background of this study.|
The main purpose of the study is to find an optimal entry mode for a Taiwanese fish-trading company to enter market in China. First, the global tuna market and Chinese tuna market was studied by literature reviews and PEST Analysis. Second, the study is intended to study the most optimal entry mode of the case company to enter the market of China by analyzing the Eclectic Paradigm of International Production, interviewing Chinese tuna companies, comparing the advantages and disadvantages of the variety of entry modes and analyzing the SWOT of the case company.
The study demonstrates that not only the ownership, location and internalization advantage shall be crucial, but the strategy of the company toward certain market is quite significant in determining the optimal entry mode for a company. The study shows the most optimal entry mode for the case company is “joint venture”. Finally, the study is indented to use the Business Model Canvas to study the business model and marketing strategy of tuna products for the joint venture in the market of Mainland China. This study was intended to provide a reference for Taiwanese fish-trading companies who might face how to invest overseas in the future.
||Tsai, Hsien-tang - chair|
Hsiao-Hui Ho - co-chair
Cher -Min Fong - advisor
Cher-Hung Tseng - advisor
Indicate in-campus at 99 year and off-campus access at 99 year.|
|Date of Submission