RESEARCH ON THE INTERNATIONALIZATION OF SMALL HOME APPLIANCE BRAND A CASE STUDY FOR THE JOYOUNG COMPANY
Zhao, Ruyun (2022)
Zhao, Ruyun
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204276159
https://urn.fi/URN:NBN:fi:amk-202204276159
Tiivistelmä
This thesis is a study of internationalization in the small home appliance industry. The aim was to provide Joyoung, a company considering internationalization, with a framework for brand internationalization. Also study the internationalization model generally used by small home appliance brands nowadays.
The company adopted for this study is a Chinese small home appliance company that holds overwhelmingly large sales in the local small appliance market and has not yet begun to internationalize in the international market.
The theoretical part of this paper discusses the theoretical definition and development of brand internationalization, Porter's five forces model, SWOT analysis, and entry models. A study based on secondary data was used to further analyze the data information collected about the small home appliance industry. This is followed by an analysis using four typical companies that have successfully internationalized in the small home appliance industry, concluding with a general small home appliance branding model. Finally, the current situation of the case company Joyoung is discussed, and the most suitable internationalization path for it is analyzed and proposed.
It is concluded that high quality and technological strength are important factors for successful internationalization. Companies that already have the financial strength and market size choose the direct investment model when expanding their product lines. For companies with a low market share, they often choose to internationalize by OEM (Original Equipment Manufacturer). Therefore, this thesis suggests that Joyoung can take a single-brand internationalization route, starting from Southeast Asia and entering the international market with OEM production, striving to move from OEM to ODM (Original Design Manufacture) and finally to OBM (Original Brand Manufacture), making reasonable use of Joyoung's production advantages in the local market.
The company adopted for this study is a Chinese small home appliance company that holds overwhelmingly large sales in the local small appliance market and has not yet begun to internationalize in the international market.
The theoretical part of this paper discusses the theoretical definition and development of brand internationalization, Porter's five forces model, SWOT analysis, and entry models. A study based on secondary data was used to further analyze the data information collected about the small home appliance industry. This is followed by an analysis using four typical companies that have successfully internationalized in the small home appliance industry, concluding with a general small home appliance branding model. Finally, the current situation of the case company Joyoung is discussed, and the most suitable internationalization path for it is analyzed and proposed.
It is concluded that high quality and technological strength are important factors for successful internationalization. Companies that already have the financial strength and market size choose the direct investment model when expanding their product lines. For companies with a low market share, they often choose to internationalize by OEM (Original Equipment Manufacturer). Therefore, this thesis suggests that Joyoung can take a single-brand internationalization route, starting from Southeast Asia and entering the international market with OEM production, striving to move from OEM to ODM (Original Design Manufacture) and finally to OBM (Original Brand Manufacture), making reasonable use of Joyoung's production advantages in the local market.