Entry Mode Research On Vietnam Market Of K Mobile

With the speeding up of globalization process and fiercer market competition,many enterprises flocked to the international market to seek the new opportunities,expecting the realization of sustaining running of their enterprises.The key to entering a new market for an enterprise is the entry mode should be selected beforehand.Once entering into a new market,enterprises certainly have to consider the investment of resources and potential risks they may take.The selection of entry mode has a direct bearing on its developmental direction and future market performance of the enterprise.If the entry mode is selected properly,it will be beneficial to the development and running of the enterprise.If not,it will be more likely to do fatal harm to the enterprise.K Company is an integrated company of making and selling mobile phone ever since 8 years ago.It involves overseas market from the very beginning,possessing rich international experience,technology,business scale and operation capacity.Its current overseas market is in South Asia.According to the new strategic layout,the Company has decided to expand and develop new overseas markets with Vietnam as its entry point.With nearly 10-year development of mobile phone industry in Vietnam,the native brands exists mostly.Recent years,it has been intensifying the competition in Vietnam mobile phone market with the constant entering of China-made mobile phones and the market shares of international ones.The thesis takes the K Company as its research object.Beginning with the analysis of interior environment,the unique core competitiveness of the Company will be sought out by all–around dissection and evaluation of its resources and capacity.Afterwards,using PEST mode and Michael Porter's Five Forces mode,the thesis analyzes the exterior macro-environment and the market competition condition of the Company,from which,we can learn that the market demand for products is on the rise,the industry is greatly supported by the government,the development potential is huge,the entry threshold is high,the potential entrants are relatively less and the Google system creates the opportunity of updating products.Finally,the thesis analyzes the advantage,disadvantage,opportunity and threat of the Company by using SWOT mode and use STP mode to make the market segmentation of Vietnam.And then a proper entry mode---Strategic Alliances and Joint Capital is made and employed with OEM high-end market and ODM industry-customized market as its target market.In order to guarantee the successful implement of this entry mode,the K Company has put forwarded a series of safeguard measures.This study selects the proper entry mode for the K Company entering Vietnam market,accomplishes the entry layout for the Company and provides guidance of for other small and medium-sized Chinese mobile phone enterprises entering international markets.