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30 ECTS MS Thesis International Business and Marketing What Is The 30 ECTS MS Thesis International Business and Marketing What is the best global marketing strategy for a sourcing company located in China? A Case Study of BIK International Margrét Kristín Sigurðardóttir Supervisor: Ingjaldur Hannibalsson Ph.D. The School of Business – Business Administration January 2012 What is the best global marketing strategy for a sourcing company located in China? A Case Study of BIK International Margrét Kristín Sigurðardóttir 30 ECTS MSc Thesis in International Business and Marketing Supervisor: Ingjaldur Hannibalsson Ph.D. Business Administration School of Business ‐ University of Iceland January 2012 3 What is the best global marketing strategy for a sourcing company located in China? A Case Study of BIK International 30 ECTS MSc Thesis. University of Iceland, School of Business Copyright © 2012 Margrét Kristín Sigurðardóttir All rights reserved. Háskólaprent. Reykjavik, 2012 4 Preface This thesis is 30 ECTS MS degree in International Business and Marketing. The supervisor is Ingjaldur Hannibalsson, Ph.D., who the author thanks for assistance and encouragement when choosing the research path. The information gathering started in May 2011 and included a visit to the facilities of BIK International in Shanghai in China. The purpose of the visit was information gathering for the research. The in‐dept interviews with the managers of BIK International were conducted in Shanghai. It is a pleasure to thank those who made this thesis possible. Primarily I whish to thank the CEO of BIK International, Thomas Vestergård, who initially accepted the research and was encouraging and helpful in any possible way. The author also want to thank Gunnar Bachmann, CFO of Lagerinn Dutch Holding BV (LDH) and CEO of Lagerinn Island ehf, who introduced me to BIK International and Thomas Vestergård. Encouragement from Jón Þórisson, Helena Margrét Jónsdóttir, friends and family is also very appreciated. 5 Abstract The purpose of the thesis is to find out what is the best global marketing strategy for a China based sourcing company focusing on the best strategy option for a particular company, BIK International. The goal of this research is to contribute to the potential view of the owners and managers of BIK International on possible routes and ensure that the decision makers have relevant information on hand to make important decisions for the future of the company. The analysis is based on in‐depth‐interviews with BIK’s managers and information received from the company and the Internet. Various analyzing tools are used in this case study. The analysis shows that BIK has many options but in this thesis it is highly recommended that BIK use its strengths to focus on targeting small and medium sized retailers, offering clear product range in furniture and home accessories. It is furthermore recommended that hierarchical mode will be selected with sales representatives in each country to be targeted. Countries expected to grow fast in consumption in the near future, such as China, should also be seriously considered as an option. There is increasing number of western resource companies defining themselves as a bridge in both directions between West and East. In that way the owner of BIK International, LDH BV, could get its share of the fast growing Chinese market. In terms of value, the importance of this research is mainly for the owners and managers of BIK. It could as whole or specific parts, all the same, be useful to other sourcing companies located in China and enhance their knowledge. 6 Table of Contents Preface.......................................................................................................................5 Abstract .....................................................................................................................6 Table of Contents ......................................................................................................7 List of Figures...........................................................................................................10 List of Tables............................................................................................................10 1 Introduction.......................................................................................................12 1.1 Background .................................................................................................12 1.2 Research question.......................................................................................12 1.3 Description of the research.........................................................................13 1.4 The objective of the research .....................................................................13 1.5 The importance of the research .................................................................14 1.6 The structure of the thesis..........................................................................14 2 Literature Review ..............................................................................................15 2.1 Global Strategy............................................................................................15 2.2 Sourcing ......................................................................................................16 2.3 Analysis .......................................................................................................25 2.3.1 SWOT Analysis Theory..........................................................................25 2.3.2 Porter’s Five Force Model ....................................................................26 2.3.3 Entry Mode...........................................................................................27 2.3.3.1 Export Modes..................................................................................28 2.3.3.2 Intermediate Entry Modes..............................................................28 2.3.3.3 Hierarchical Modes .........................................................................28 2.3.3.4 Entry Modes Choice ........................................................................29 3 China’s Business Environment...........................................................................31 3.1 China ...........................................................................................................31 7 3.2 GDP .............................................................................................................32 3.3 Retail – Consumption ‐ Price.......................................................................35 3.4 Income ........................................................................................................36 3.5 Five Year Plan (FYP).....................................................................................39 3.6 Import & Export ..........................................................................................40 3.7 Foreign investment in China .......................................................................43 4 Research ............................................................................................................46 5 BIK International Ltd. ......................................................................................49 5.1 History.........................................................................................................49 5.2 Ownership...................................................................................................50 5.3 Financial status ...........................................................................................51 5.4 Marketing....................................................................................................51 5.5 Employees...................................................................................................52 5.6 Suppliers .....................................................................................................53 5.7 Customers...................................................................................................55 5.8 Product Portfolio.........................................................................................61 5.9 Competition ................................................................................................63 5.9.1 Porter’s Five‐Force Model....................................................................63 5.9.1.1 Bargaining Power of Customers......................................................63 5.9.1.2 Bargaining Power of Suppliers ........................................................63 5.9.1.3 Substitutes ......................................................................................63 5.9.1.4 Entry of Competitors.......................................................................64 5.9.1.5 Rivalry Among Existing Players .......................................................64 5.10 Competitors ...............................................................................................64 5.10.1 Source by net ......................................................................................64 5.10.2 Tradepoint ..........................................................................................65 5.10.3 Actona.................................................................................................65 8 5.10.4 Li & Fung .............................................................................................66 5.10.5 Interstil................................................................................................66
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