New Market Entry Strategy Of J Bag Company

J bag company is a professional manufacturer and exporter of various multi-functional bags and organizers. Its production department is located in Tongan Industry Park, while sales office is in Xiamen downtown. The main export markets include North America、Western Europe、South American, etc.. Currently they have very stable customers for baby care products、household organizers and fashion travelling bags.With the increased customer demands, a new product category coming up, which is the fashion sports belts and bags. These products require better facilities and more professional materials. So the new opportunity and challenge is:whether to be well equipped and how to enter into this new product line. If proceed successfully, it’ll promote the growth of the company, increase margin of profit and occupy higher market share in this relatively new market segments.This paper focuses on the research of the above content, study the possible way of how J company chose the export expansion strategy The specific structure is:The first chapter is introduction, briefly introduced the research background of this topic, lay the necessary foundation for further in-depth analysis; The second chapter introduce some basic theory, which include consumer market segmentation, core expansion and basic competition strategy; The third chapter introduced current bag industry, domestic main location and recent export data; The fourth chapter briefly introduce J company, its main business and market, and analyze its resources and capability; The fifth chapter focus on the study of the new market--Sports gears. Roughly analyze its possible consumers and product market characteristics, and also its competition situations; The sixth chapter analyzes the strategy to enter into this new markets, where to position its competition strategy and how the internal operation system to follow.In the growth of company, they unavoidably face various different opportunities and challenges. How to find new opportunity? If expansion the new markets, what factors are key to be solved? Use what strategy to enter into the new business? We can’t rely on experience、feeling and courage to solve above questions, as that’ll increase the probability of failure. Therefore, looking for reliable data, analyzing objective and scientifically is very important. This paper take J company as an example, focus on the above mentioned questions, and study the possible workable solutions...