Eu Yan Sang
Internationalization Strategy – Eu Yan Sang International Ltd
Integrated Project
Internationalization Strategy
Table of Contents
Content 1. 2. 3. 4. Executive Summary Introduction Financial Analysis Environmental Analysis 4.1 PEST Analysis 4.2 SWOT Analysis 4.3 Industry Analysis: The 5 Forces Internationalization Strategy 5.1 Leadership Challenges for Different Modes Of Entry 5.2 Retail Marketing Mix & Merchandising Strategy 5.3 Internationalization & Ethics 5.4 Organizational Management Conclusion Recommendations Page No. 3 4 5–6& Appendix B 7–8 8 9 10 – 11 11 – 12 12 – 18 18 – 20 20 – 22 23 24 25 – 36
5.
6. 7.
References / Appendices / Supervision Contact Form
Integrated Project
Internationalization Strategy
1. EXECUTIVE SUMMARY
This report would give an overview of the internationalization strategy of Eu Yan Sang International Limited (EYS), a company that specializes in Traditional Chinese Medicine (TCM) that has expanded internationally over the years. Its success in branding, through collaboration with global market players and acquisition of established brand has allowed growth in its market share globally.
EYS has maintained consistent effort in introducing new products and ensuring quality standards of its products through liaison with reputable educational and research centers internationally. This definitely adds value to its brand equity.
EYS has been proactive in enhancing its public relations and performed exceptionally well in its associations with the relevant authorities and thus successfully built its brand recognition during disturbance period like the SARs outbreak in Hong Kong (HK).
It is concluded that Eu Yan Sang would continue to do well in the revolutionary international stage considering its prevailing success factors and abilities in handling future challenges.
Integrated Project
Internationalization Strategy
2. INTRODUCTION
According to Dawson et al, 1998, internationalization of
Integrated Project
Internationalization Strategy
Table of Contents
Content 1. 2. 3. 4. Executive Summary Introduction Financial Analysis Environmental Analysis 4.1 PEST Analysis 4.2 SWOT Analysis 4.3 Industry Analysis: The 5 Forces Internationalization Strategy 5.1 Leadership Challenges for Different Modes Of Entry 5.2 Retail Marketing Mix & Merchandising Strategy 5.3 Internationalization & Ethics 5.4 Organizational Management Conclusion Recommendations Page No. 3 4 5–6& Appendix B 7–8 8 9 10 – 11 11 – 12 12 – 18 18 – 20 20 – 22 23 24 25 – 36
5.
6. 7.
References / Appendices / Supervision Contact Form
Integrated Project
Internationalization Strategy
1. EXECUTIVE SUMMARY
This report would give an overview of the internationalization strategy of Eu Yan Sang International Limited (EYS), a company that specializes in Traditional Chinese Medicine (TCM) that has expanded internationally over the years. Its success in branding, through collaboration with global market players and acquisition of established brand has allowed growth in its market share globally.
EYS has maintained consistent effort in introducing new products and ensuring quality standards of its products through liaison with reputable educational and research centers internationally. This definitely adds value to its brand equity.
EYS has been proactive in enhancing its public relations and performed exceptionally well in its associations with the relevant authorities and thus successfully built its brand recognition during disturbance period like the SARs outbreak in Hong Kong (HK).
It is concluded that Eu Yan Sang would continue to do well in the revolutionary international stage considering its prevailing success factors and abilities in handling future challenges.
Integrated Project
Internationalization Strategy
2. INTRODUCTION
According to Dawson et al, 1998, internationalization of
References: 2. INTRODUCTION According to Dawson et al, 1998, internationalization of retailing was defined as “the operation, by a firm or alliance, of shops or other forms of retail distribution, in more than one country”