A Brief for the Investigation

Planning

Candidate Name:  Lei Zhen

SCN:       115421816  

Class:          3        

Tutor:      Tang Yajiao    

Date:     15th April, 2013  

Section 1  A brief for the investigation

1.1 Title of the project

“The international expansion of Chinese manufacturing enterprises” is the title of my project. As the growth of international market, a large number of companies vie to expand their businesses across the world. Under the economic reform and open policy, the manufacturing industry in China has developed rapidly. At present, as the globalization deepens day by day, it is very necessary to study our country’s manufacting firms.

1.2 Objectives of the project

In this investigation report, I would like to concentrate on evaluating the process of international expansion of Chineses manufacturing firms. I will select Haier as my major study target. This objective means to appoint what chances and setbacks Haier was faced with when entered into international markets.

To achieve above objective, there are some sub-projects should be referred as a guide of this report.

1. When deciding to entering into international market, what influences the international environment has on Haier on its way to international markets? To some degree, that is to say, how to analyse this potential market. In this report, writer would use the USA as a target market to do such analysis about macro-environment.

2. In order to gain market share, what efforts Haier has made in the aspects of production and marketing? And why Haier should work hard on these aspects?

3. As the extent of globalization deepen, Haier takes some changes to adjust to its business. What changes it has made, and why should take these changes?

1.3 Statement of issues to be investigated

To get above research objectives, some issues should be dealt with. The first one is mainly about policies and overall economic situation, which play a vital role in globalization and guide the trend of development. The second one is the marketing and production strategies Haier takes. For the sake of evaluating strategies, I will compare the differences between Haier and overseas firms like GE. Comparing with some Chinese firms which also take a expansion over the world like Media, why Haier is more successful? What effects the international expansion of Chinese manufacturing enterprises will bring? Above questions are the investigate targets in my study.

1.4 Reasons for your choice of issue and how this issue directly relates to topics

 As for evaluating the international expansion of Chinese manufacturing enterprises, I am going to realize the reasons for expanding, the efforts and the results. Policies and overall economic situation are evaluated as the causes of expanding. Marketing and production strategies are the key step for globalization, because it will be helpful for a company to gain profit and market share if these strategies are effective. To maximize achieve objective of this study, I would like to analyse strengths and weaknesses Haier has in this process to appoint out what should be took further and what should be avoided for those companies want to go abroad.