(本小题6分,可以选用中文或英文解答,如使用英文解答,须全部使用英文,答题正确的,增加5分,最高得分为11分。)B公司是我国一家陶瓷制品生产制造企业,由于产品精美且实用,在国内颇受消费者欢迎。另外,B...
由于对X国市场了解不深入,所以B公司决定与出口贸易销售公司C公司合作,B公司提供出口的产品,C公司负责在X国销售。C公司在X国拥有一部分分销渠道,且其拥有一支优秀的销售队伍,销售经验已经相当成熟。B和C签订销售代理协定,双方合作关系正式确定。
X国文化虽然与我国文化有较大差异,但是在餐具的选择上差异较小,都偏好陶瓷制品。但是,有一点让赵某感到担忧的是,X国政府对外来企业的审核非常严格,据了解,在X国直接投资建厂的企业的前期审查成本非常高。
<1> 、根据资料及国际市场进入模式理论,分析哪种模式适合B公司进入X国的市场。
<2> 、分析说明B公司进入X国市场的动因。
<3> 、B和C合作采取的哪种发展战略途径,并指出该种途径该如何管控。
参考解析: <1> 出口的模式适合B公司进入X国市场。B公司具有精美实用的陶瓷制品,在国内颇受消费者欢迎,X国文化虽然与我国文化有较大差异,但是在餐具的选择上差异较小,都偏好陶瓷制品。但是B公司对X国市场了解不深入,缺乏国际经营经验,且X国政府对外来企业审核非常严格,在X国直接投资建厂的企业的前期审查成本非常高。所以目前适合B公司采取的模式是出口。(2分)
<2> B公司进入X国的动因是寻求市场。“为了开辟新的市场,获得更多的利润,因此赵某决定进军X国市场”充分说明了这一点。(1分)
<3> B和C采取的是战略联盟。(1分)
第一、订立协议。订立协议需要明确一些基本内容:①严格界定联盟的目标;②周密设计联盟结构;③准确评估投入的资产;④规定违约责任和解散条款。(1分)
第二、建立合作信任的联盟关系。(1分)
【English Answers】
(1) Export mode is suitable for Company B to enter the market of Country X. Company B has attractive and practical china products, which are quite popular among domestic consumers. Although the cultural difference between Country X and our country is comparatively enormous, the difference of choice of tableware is small. Both of them prefer china products. However, Company B has no in-depth understanding of the market of Country X and lacks of international operating experience. Moreover, government authorities of Country X have very strict policies when reviewing foreign enterprises. Upfront review cost is extremely high for enterprises invest and set up factories in Country X. Therefore, export mode is suitable for the time being.
(2) Motivation of Company B’s entrance to Country X is market-seeking. “In order to develop new market and gain more profit, Mr. Zhao decides to march towards Country X’s market” could prove it.
(3) B and C adopt strategic alliance.
Firstly, agreement is made. Making agreement needs to clarify some basic contents:
a. Strictly defines target of alliance;
b. Sophisticated design of alliance structure;
c. Accurate estimate invested assets;
d. Fix liabilities for breach of contract and clauses of dissolution.
Secondly, establish cooperative and confidential alliance relationship.