Thesis

Bachelor Scriptie - Internationalisering (cijfer: 7,8)

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Course
Bachelor scriptie

Institution
Avans Hogeschool (Avans)

Mijn scriptie is geschreven voor een internationaal actief bedrijf in de FMCG industrie. Het doel van de scriptie was het verduidelijken van internationalisatie mogelijkheden in een competatieve markt. Uitgevoerde onderzoeken/toegepaste modellen: marktonderzoek, klanten analyse, concurrentie analys...

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Uploaded on May 11, 2022
Number of pages 86
Written in 2017/2018
Type Thesis
Supervisor(s) Richard van huigenbosch
Year Unknown

internationalisering
marktonderzoek
entry mode strategy
strategy
implementatie
product portfolio
statistiek
entry mode decision model
prod
global value chain strategies
intermediate global value chain

Institution
Avans Hogeschool (Avans)
Education
Commerciële Economie
Course
Bachelor scriptie

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EXPANDING HORIZONS IN SOUTH-EAST ASIA

Henrico Pels
2070048
Avans University of
Applied Sciences
07-06-2017
1|Page

, EXPANDING HORIZONS IN SOUTH-EAST ASIA

Henrico Pels
2070048
07-07-2017
Words: 21.384

Avans University of Applied Sciences
‘s-Hertogenbosch, Netherlands
Commercial Economics
Supervisor Avans: Richard van Huigenbosch

Allocacoc
Shanghai, China
Supervisor Allocacoc: Naomi Langerak

2|Page

,Preface
A report is written for Allocacoc Shanghai. The research is conducted to screen the South-East Asian
countries and select the country which is most appealing to enter. The most interesting country is
researched extensively, whereof an entry mode strategy is recommended and implemented. The
research is performed because Allocacoc did not have clear insights yet regarding the South-East Asian
countries.

The report consists of 14 chapters, which all have a small introduction to give the reader an idea what
to expect in the chapter to come.

I would like to use this opportunity to thank my supervisor, Naomi Langerak, for all her support. The
weekly ‘intern meetings’ made Mrs. Langerak consistently up-to-date regarding the progress and
contents of the report. During these meetings, Mrs. Langerak was able to give direct input and
feedback to improve the report. Also, I would like to give special thanks to Prasetya Surya Putra, Sophie
Qiu, Alice Xie, Lanre Yusuf and Serena Yang for their contribution to this report. In addition, I want to
thank all my colleagues in the Allocacoc Shanghai office. Lastly, I want to thank my supervisor from
Avans University of Applied Sciences, Richard van Huigenbosch, for his support throughout the
duration of the internship.

Henrico Pels
Shanghai, China 07-06-2017

3|Page

, Table of Contents
Preface..................................................................................................................................................... 3
List of figures and tables.......................................................................................................................... 6
Executive summary ................................................................................................................................. 7
Chapter 1 Allocacoc ................................................................................................................................. 8
Chapter 1.1 Company description ....................................................................................................... 8
Chapter 1.2 Structure ........................................................................................................................ 10
Chapter 1.3 Departments .................................................................................................................. 11
Chapter 1.4 Product portfolio ........................................................................................................... 12
Chapter 1.5 Marketing context ......................................................................................................... 15
Chapter 2 Problem analysis ................................................................................................................... 16
Chapter 2.1 Relevance....................................................................................................................... 16
Chapter 2.2 Thesis objectives ............................................................................................................ 16
Chapter 2.3 Formulation of research problems ................................................................................ 16
Chapter 2.4 Research sub-questions ................................................................................................. 16
Chapter 3 Research ............................................................................................................................... 18
Chapter 3.1 Research method........................................................................................................... 19
Chapter 3.2 Research planning ......................................................................................................... 20
Chapter 4 Country selection .................................................................................................................. 22
Chapter 4.2 Data gathering and criteria ............................................................................................ 22
Chapter 4.3 Interviews ...................................................................................................................... 23
Chapter 5 Market Analysis .................................................................................................................... 24
Chapter 5.1 Market definition & delineation .................................................................................... 24
Chapter 5.2 Market size & growth .................................................................................................... 25
Chapter 6 DESTEP .................................................................................................................................. 27
Chapter 6.1 Demographic ................................................................................................................. 27
Chapter 6.2 Economic ....................................................................................................................... 31
Chapter 6.3 Social & cultural ............................................................................................................. 40
Chapter 6.4 Technological ................................................................................................................. 43
Chapter 6.5 Political & legal .............................................................................................................. 44
Chapter 7 Country experts .................................................................................................................... 45
Chapter 8 Definitive country ................................................................................................................. 50
Chapter 9 Customer analysis ................................................................................................................. 52
Chapter 9.1 Distributor/importer...................................................................................................... 52
Chapter 9.2 Retailer .......................................................................................................................... 53
Chapter 9.3 Consumer....................................................................................................................... 54

4|Page

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