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Market analysis of the household foil market in Germany as basis for a prospective market entry of Orient Industrial Im & Ex (Suzhou) Co., Ltd

  • The Chinese company Orient Industrial Import & Export (Suzhou) Co., Ltd. operates in the field of aluminum foil and paper products. It is an international trading firm which supplies both the beauty and the household industries. Concerning the household industry, Orient would like to enter the German household foil market, as its sales in the European continent are still expandable, whereas it already has good sales in other regions of the world especially in the Asian region. This thesis investigates the macro and micro environmental factors affecting the German market. It analyzes Orient’s different product types and potential customer segments (including consumers), profiles competitors, addresses the nature of the targeted industry and defines the features of the products. To come to a conclusion regarding the appropriate entry into the German market, this thesis also examines various market entry strategies and distribution channels. Prior to the actual analytical work, this thesis reviews critically the different theoretical models used for analysis, which are: ABC Analysis, PESTEL, Porter’s Five Forces Model, SWOT analysis, and theoretical concepts of market entry strategies as well as of distribution channel strategies.

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Author:Ruben Poza Santos
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/08/25
Release Date:2021/08/31
Tag:Market analysis
Page Number:88
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt