影像廠商進入國外市場成功因素之探討-個案研究

Factors Affecting the Probability of Success of Entering Indian Market- A Case Study

Barapati Harish Kumar(Barapati Harish Kumar)

指導教授 ： 鄭聖時

長榮大學/管理學院/經營管理研究所/碩士(2017年)

摘要

This study is motivated by those Taiwanese corporations encouraged by the newly elected government to open their markets in the Southeast Asia region. The purpose of the study is to examine some of the possible factors that have affected the case company when entering the Indian market. As an example, this study uses a company that wants to sell its products by finding suitable dealers and establishing a partnership with them in India. Information on a sample of 119 potential dealers was collected using email and telephone surveys. Variables such as the machine price, brand images of the case company’s products, and a mix of marketing materials of the case company were compiled. Based on the Logistic regression analysis, this study investigates the reasons that affect the entry into the Indian market and capturing market share, and why the case company couldn’t offer dealers a competitive price. It would appear that Indian companies are not likely to conduct business with companies that have a poor brand image. Poor price and brand awareness are enough to decrease the chances of success entering the Indian market. Finally, this study found the main reasons for the low success rate of the case company were: a poor brand image, a lack of awareness on the case company’s products in the targeted country, the case company’s failure to compete with the existing suppliers / manufacturers / dealers and competitive machine prices in the Indian market. In this study we provide some suggestions for the case company to increase its chances of success entering the Indian market.

關鍵字

Global MFP Market ； Entry modes ； Channel Strategy ； Competitive price

並列摘要

This study is motivated by those Taiwanese corporations encouraged by the newly elected government to open their markets in the Southeast Asia region. The purpose of the study is to examine some of the possible factors that have affected the case company when entering the Indian market. As an example, this study uses a company that wants to sell its products by finding suitable dealers and establishing a partnership with them in India. Information on a sample of 119 potential dealers was collected using email and telephone surveys. Variables such as the machine price, brand images of the case company’s products, and a mix of marketing materials of the case company were compiled. Based on the Logistic regression analysis, this study investigates the reasons that affect the entry into the Indian market and capturing market share, and why the case company couldn’t offer dealers a competitive price. It would appear that Indian companies are not likely to conduct business with companies that have a poor brand image. Poor price and brand awareness are enough to decrease the chances of success entering the Indian market. Finally, this study found the main reasons for the low success rate of the case company were: a poor brand image, a lack of awareness on the case company’s products in the targeted country, the case company’s failure to compete with the existing suppliers / manufacturers / dealers and competitive machine prices in the Indian market. In this study we provide some suggestions for the case company to increase its chances of success entering the Indian market.

並列關鍵字

Global MFP Market, Entry modes, Channel Strategy, Competitive price

參考文獻

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