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Challenges in International Marketing
Case Study # 116982
Challenges in International Marketing
An examination of the joint venture agreement between the Australian company Batrionics and Red Dragon Enterprises, a Chinese manufacturer.
2,170 words (approx. 8.7 pages) |
12 sources |
APA | 2009
Paper Summary:
This paper explains the rationale behind Batrionics' entry into a joint venture agreement with a Chinese manufacturer, Red Dragon Enterprises. The paper discusses how the owner of Red Dragon Enterprises was engaging in unscrupulous activities that caused Batrionics to lose a considerable level of its capital. The paper then considers the options and recommends that Batrionics should continue to pursue this venture to recoup the investment that had already been made. The advantages of implementing total quality management in the Chinese factory are also discussed.Outline:
Description of the Nature of the Product
Environmental Justification for Country Recommendation
Competitor Identification
Market Entry and Expansion
Country-of-Origin, Consumer Ethnocentrism and Consumer Animosity
Market Segmentation, Target Marketing and Positioning
Recommendations
From the Paper:
"Batrionics is an Australian manufacturer of different types of industrial batteries. In order to enhance the cost competitiveness of the company, the owner Rex Adams had moved the manufacturing operation to Taiwan. However price sensitivities in Taiwan were making the market unfavourable. Therefore he decided to expand to China. This market has one of the lowest labour costs in the world. Additionally it is the fastest growing market in the world. Therefore the Chinese market provided a lucrative opportunity for Batrionics. Rex Adams decided to enter a joint venture agreement with Red Dragon Enterprise, a local manufacturer of related products. Although there were some quality issues, Rex Adams thought that his company's knowledge and skills could be leveraged against Red Dragon's resources to build an effective manufacturing operation in China."Sample of Sources Used:
- Hitt, Michael A., et al. (2007). Strategic Management Concepts. Wiley.
- Kotler, Philip., and Gary Armstrong. (2005). Principles of Marketing. Prentice Hall.
- Fred, David. (2006). Strategic Management: Concepts and Cases. Prentice Hall.
- Goulding, C. (1999), "Consumer research, interpretive paradigms and methodological ambiguities", European Journal of Marketing, Vol. 33 No. 9/10, pp. 859-73.
- Greenley, Gordon E 1989, 'An understanding of marketing strategy' European Journal of Marketing, 19, pp 12-16.
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Cite this paper
APA Citation:
Challenges in International Marketing (2012, January 15). Retrieved February 13, 2012, from http://www.academon.com/Case-Study-Challenges-in-International-Marketing/116982
MLA Citation:
"Challenges in International Marketing" 15 January 2012. Web. 13 Feb. 2012. <http://www.academon.com/Case-Study-Challenges-in-International-Marketing/116982>
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Jun 08, 2008 I have an MBA from National University of Singapore and a BBA from University of Dhaka, Bangladesh. In MBA, my major was in operations management. However I covered a wide variety of subjects in marketing, finance and accounting. My paper on the analysis of financial statements was published. I enrolled in National University of Singapore because I was offered a full scholarship from the Asian Development Bank, one of eight such awards given every year. As part of an exchange program, I also spent one quarter in University of Washington, Seattle. There I covered four subjects in marketing, statistics, operations and IT. I have also worked in a variety of professional roles that allowed to me apply my academic learnings to real life.
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