ENTERING THE CHINESE MARKET-CASE STUDY:KONECRANES PLC (CHINA)

Abstract

The purpose of this thesis was to discuss the foreign market entry strategies and business relationship in the Chinese market for the case company. China is developing faster than before, a large quantity of foreign companies are establishing branch companies in China. The objective of this thesis was to give suggestions to foreign lifting businesses entering the Chinese market. Konecranes is a successful case company concerning Chinese market entry and which was presented in the thesis.

In order to create a theoretical background, the thesis includes studies on the concept of international market entry, processes of internationalization, advantages and special conditions in the Chinese market.

In the empirical section, a personal interview and a questionnaire have been used. The structure of this thesis is planned to evaluate the current market strategies implemented by the case company firstly and provide a new vision as a solution for the whole lifting world companies improving their foreign market entry strategies in order to obtain success in entering foreign markets.

The qualitative research method has been used in this thesis and that includes the personal interview and the questionnaire related to Chinese market, entry strategies, communications and experiences.