The Strategy For The European Market Expansion Of Eques Technology Co.,Limited

This study is dedicated to the expansion in the European market of Eques which is a Chinese firm leader in the Home Automation Security sector producing digital door viewers and apparatuses used to protect the domestic environment.The high-tech sector development represents a testing ground for measuring the degree of innovation and modernity achieved by the industrialized systems.Furthermore,the Internet of things(IoT)is transforming the most common electronic devices into technological ecosystems which are quickly modifying consumers’ lifestyle.The project analyses the main challenges that the Chinese startup Eques will face in entering the European market.Based on the entry modes theory,this paper examines three different aspects that severely influence Eques European expansion: the strong Chinese identity and the Eques necessity of having "global managers" capable of building a bridge between China and Europe;the ability to identify a convincing strategy to penetrate the market with limited resources through strategic alliances with European doors manufacturers and a long-term permanence of Eques products in the new market.It is with this in mind,following solutions that may help the company overcome obstacles in its expansion across the European market are suggested respectively: to improve internationalization of management team;to adopt improved strategy for entering into and to stabilize the presence in another market.An accurate analysis and the suggestions proposed will contribute to launch the new independent brand "Smartcom Eques" without losing control on the Chinese market which is the main operating scenario.The project itself,in terms of its research methodology and solutions,may provide referral hints for similar Chinese companies ready to experience a new internationalization process without losing the local market share.