Thomas Andexer

Analysis and Evaluation of Market Entry Modes into the Asia-Pacific Region: Based on the Example of a German SME in the Industrial Goods Business Thomas Andexer

Diploma Thesis from the year 2006 in the subject Business economics - Supply, Production, Logistics, grade: Sehr Gut, FH Oberösterreich - Campus Steyr (Produktion und Management (PMT)), 27 entries in the bibliography, language: English, comment: Verteidigung der Diplomarbeit und Diplomprüfung mit ausgezeichnetem Erfolg bestanden. Verteidigung der Diplomarbeit und Diplomprüfung mit ausgezeichnetem Erfolg bestanden. , 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 above-average economic potential of emerging markets, especially in many countries of the Asia-Pacific region, is amongst others the leading incentive for the increasing number of cross-border 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 step-by-step 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 Asia-Pacific region, SMEs and the industrial goods business' stand in the centre of the examination. The core of this thesis represen