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Essay / Research Paper Abstract
This 9 page paper considers the entrance of a product into a new market. Using the example of marketing credit cards in China, the paper shows how an examination of the macro environmental factors should be undertaken to assure there is a good fit between the company wishing to enter the market, the product and the market that is available. Also included are any problems that may be faced by the company when entering the market and the best method of entry. The paper ends with a consideration of ethnocentric or polycentric management orientation. The bibliography cites 5 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEccmark.rtf
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Unformatted sample text from the term paper:
western markets have developed means that mature markets are pushing companies to look o other areas for increased growth. One area of growth that has been projected by many companies
as have great potential in the twenty-first century is that of China. If a credit card company is looking to expand its customer base in an area where there is
potential for growth in terms of the numbers of consumers and the ay in which the cards may be used this is a good market to consider. The student may
apply this to any of the credit card companies, as the results and fit will be very similar. The culture is China has been one of cash usage. The
economy is opening up and liberalisation is occurring, with greater international interaction and a higher level of global influences. This may not be a fast growing options, as the concept
of credit cards is not one that is widely understood, but it is also a situation where the establishment of a foothold in the market now may mean great benefits
in the future as the economy develops. To look at this there is a need to consider both the economic and social situation in China as well as the life
cycle of the credit card as a product or service. China has been accepted into the World Trade Organisation which indicates the change of national policies towards international trade,
which will filter down to the consumers. IN looking at the economic conditions it may be argued that the economy is starting to develop in the same style as the
west, and as such credit cards are likely to become more acceptable. The potential is large as the economy of China is
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