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Bauing Construction Holding Group Co. Ltd: Going Global
內容大綱
In 2014, Shenzhen Bauing Construction Holding Group Co. Ltd. (Bauing Group) decided to expand internationally, and successfully established subsidiary companies in several Southeast Asian countries. Based on this success in Southeast Asia, Bauing Group decided in 2016 to expand further by entering the US market. However, doing so entailed some challenges and difficulties, including cultural and regional differences, language barriers, and the need to become familiar with different construction standards and laws. Bauing Group also needed to address a pressing issue: determining its market entry strategy. Should it enter the market through licensing, greenfield projects, franchising, business alliances, exporting, turnkey projects, joint ventures, or acquisitions?
學習目標
This case is suitable for an undergraduate-level course on marketing strategy or international business and marketing. After completing this case, students will be able to do the following:<ul><li>Evaluate the opportunities and challenges for a company entering a foreign market.</li><li>Apply cross-cultural comparisons to understand the cultural relevance of foreign market entry strategies.</li><li>Define the terms and concepts connected to market entry strategies.</li><li>Determine an appropriate market entry strategy for a company.</li></ul>