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研究生:梁淑萍
研究生(外文):Kelly Shu-Ping LIANG
論文名稱:台灣市場進入策略之選擇
論文名稱(外文):Strategic Options for Market Entry Strategies in Taiwan
指導教授:邱世寬邱世寬引用關係
指導教授(外文):Shih-Kuan CHIU
口試委員:李元恕何晉瑋
口試委員(外文):Yuan-Shuh LIIChing-Wei HO
口試日期:2014-06-30
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際經營管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:78
中文關鍵詞:Foreign market entry and expansionTaiwan market entrymarket entry modesend consumer product
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This thesis provides an insight into market entries into Taiwan by analyzing cases of multi-national enterprises’ (MNE) which entered Taiwan in specific or Asia in general.
The launch of end consumer products builds the focus of this paper and reflects the various experiences of product launches given by selected cases and product is defined a generic term that covers both goods and services. Since there is no abundant literature about market entries into Taiwan, this thesis also includes market entries into Asia in general and summarizes similarities and highlights individual experiences. Major examples of companies which entered Taiwan or Asia are for example, Nike, Adidas, McDonald’s, Starbucks, seven-eleven, Family Mart, Carrefour, TESCO, COSTCO, ect. Furthermore, this thesis offers a kaleidoscope of different theories and analytical tools with which a market entry strategy can be reviewed or planned.

The materials of this thesis were gathered from academic theoretical end empirical papers. The information from case studies and reports of companies which entered Taiwan was integrated and analyzed for this paper. News, annual reports, company websites and further sources were used to gather information of how companies managed their individual market entry. Knowledge of the market in Taiwan and Taiwanese society played a major role in gathering data for this study. The purpose of this study is not to offer a turnkey solution or present best practice guidelines for market entries. It is rather a roundup of different factors which influence the success or the failure of a market entry. The content of this paper can help to evaluate strategic options for a market entry and help decision makers to analyze the situation and the environment for a market entry and checkup their initial plan.
Table of Contents
Page
Title Page……………………………………………………………………………...…………..i
Table of Content ………………………………………………………………………..…….....ii
Acknowledgements…………………………………………………………………….………..v
Abstract………………………………………………….……………….………………………vi
List of Tables………………………...………………………………………………………….vii

Chapter 1 Introduction…………………………………………….……………………………1
1.1 Taiwan as a target market……………………………………………………………………2
1.2 Taiwan as a stepping stone to China and other countries in Asia………………...……...……2
1.2.1 Taiwan attractiveness for first product launches………………………….…………..3
1.2.2 Results from product launches in Taiwan can be applied to other countries………….4
Chapter 2 Literature Review ………………………………………………………...............…6
2.1 Tools to categorize the market environment and status quo………………………………...6
2.1.1 Internationalization and globalization and multinational company…………...………6
2.1.2 Strategies of growth - Ansoff Matrix………………………………………...………..7
2.1.3 Porter 5 forces…………………………………………………………………...…….8
2.2 Tools to analyse the strategic options of companies which seek market entries……….……11
2.2.1 Market entry modes (home country versus host country) ………..……………….11
2.2.2 Market entry strategies (early entry versus late entry) ……………….……………...16
2.2.3 Market entry model selection: transaction cost analysis, OLI framework and resource-base……………………………………………….……………………………17
2.3 Distribution channels……………….………………………………………………………..21
2.3.1 Analysis of existing distribution channels in Taiwan……………………………......21
2.3.2 Analysis of products placements via existing distribution channels, such as large retail and wholesale stores (Carrefour, Shin Kong Mitsukoshi, etc.)……………………25
2.4 Cultures in target countries…………………………………………………………………..27
2.4.1 Cultural differences (Hofstede) …………………………..………………….……....27
2.4.2 Company culture and internationalization process…………………………...……...30
2.5 Firm size and experience…………………………………………………..………………...32
2.5.1 Local, International, Multinational, and Global companies……….….……………32
2.5.2 Internationalization Knowledge……………………………………….………..……32
2.6 Organizational Structure…………………………………………………...………………...35
Chapter 3 Research Method…………………………………………………………………...37
Chapter 4 Foreign Market Entries Analysis Based on Practical Cases……………………..40
4.1 Food and Beverage: McDonald’s, KFC, Burger King and Starbucks……………….………40
4.1.1 McDonald’s………………………….......……………………………………………40
4.1.2 KFC..……...........…………………………....………………………………………..41
4.1.3 Burger King……...…………………………....……………………………………...42
4.1.4 Starbucks……………………………………....……………………………………...43
4.2 Retail: Carrefour, Costco, Tesco PLC, FamilyMart and 7-Eleven…………………………..48
4.2.1 Carrefour …………………………………………………………………………….48
4.2.2 Costco……………………………………………………………………………......49
4.2.3 Tesco PLC…………………………………………………………………………...49
4.2.4 FamilyMart and 7-Eleven…………………………………………………………....50
4.3 Chocolate…………………………………………………………………………………….54
4.3.1 Ferrero……………………………………………………………………………...54
4.3.2 Mars Inc……………………………………………………………………………55
4.3.3 Nestlé………………………………………………………………………………55
4.3.4 General Food Co…………………………………………………………………...56
4.4 Luxury brands: Coach, Louis Vuitton, Prada, Richemont…………………………………...58
4.4.1 Coach…………………………………………………………………………………58
4.4.2 Louis Vuitton…………………………………………………………………………59
4.4.3 Prada S.p.A.………………………………………………………..…………………60
4.4.4 Richement…………………………………………………………………………….61
Chapter 5 Conclusions and Recommendations for Further Studies.....…………………… 63
5.1 Conclusion…………………………………………………………………..…………….....63
5.1.1 Strategic options for food and beverage industry…………………………………….63
5.1.2 Strategic options for retail industry …………….....…………………………………64
5.1.3 Strategic options for chocolate industry …………………………..………………..65
5.1.4 Strategic options for luxury brands industry ……………………………………….65
5.2 Research limitation and recommendations for further studies………………………………65
Appendixes…………………….………………………………………………………………..67
Appendix A: Cultural dimensions between Taiwan and China, Japan, Philippines, Singapore, South Korea, Thailand and Vietnam.......................................................................................67
Appendix B: The entry timing and country of KFC, McDonald’s and Starbucks.................................................................................................................................71
Appendix C: The entry timing and country of Carrefour, Costco and Tesco PLC.........................................................................................................................................71
References…………………….…………………………………………………………………72
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