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Essay / Research Paper Abstract
This 20-page paper examines Australian company Bundy's strategy for its refrigerator tubing in China. Bibliography lists 3 sources.
Page Count:
20 pages (~225 words per page)
File: AS43_MTbundyanl.rtf
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Unformatted sample text from the term paper:
can make things difficult for companies that do business a particular way, but then find they need to change their strategies. Though first entrants into the market following Chinas opening
of its borders did extremely well, many of them have found themselves at the mercy of location competitors. In short, these companies need to find a way to develop and
sustain competitive advantage to continue to be lucrative in this market. This was the position that Bundy, a manufacturer of tubing, found
itself in. Though one of the first to enter Chinas markets with its product after market reforms began, the company is finding itself in the unusual position of having to
compete against a great number of local competitors. Bundy Asia Pacifics goal was to be the leading manufacturer of fluid carrying systems; more
specifically, servicing the niche of producing and supplying small-diameter steel tube and systems to the refrigeration and automotive industries in the Asia Pacific area. The major existing markets this Australian
company served were Australia and New Zealand, while the company pursued growth opportunities in China and Korea. It had done very well in China as an initial entrant, but as
well see in this paper, it has had some issues in recent years. As the case study were reviewing shows, BAP began
having some issues when it was learned that, despite Bundys long-term involvement in China, it was only cruising along with a market share of 6.2%. This seemed fairly paltry, especially
when examined against this companys investments in China, and its overall global refrigeration strategy. Bundy didnt enter China, and it certainly hasnt remained there for as long as it has
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