Market Entry Expansion into the Chinese Market : Case Study Export Maker Trading

Abstract

This thesis takes Export Maker Trading as a case study company and tries to find out the entry mode that the Finnish Brands suit as they enter the Chinese market. Export Maker Trading is a international trader based in Finland who mainly exporting Finnish products to other countries. This thesis uses a qualitative analysis method, using in-depth interviews to gather details of the operation and market strategies of Export Maker Trading, so as to further analye its market positioning, brand strategy, and research the feasibility of the market for this brand in China. The thesis result shows that optimal matching of product characteristics and market entry modes, further combined with Finland's high-quality image and an applicable market strategy, can effectively help in strengthening the competitiveness and market share of Finnish brands in the Chinese market. In addition, , it will serve as strategic guidance for Export Maker Trading, since the discussed strategies may help in successful market entry and further development. Finally, the thesis can be used to help support other European companies that enter the Chinese market.