A comprehensive study
TABLE OF CONTENTS
1. INTRODUCTION 1
2. BACKGROUND ABOUT KATHMANDU COMPANY 1
3. OPPORTUNITIES OF CHINESE OUTDOOR MARKET 1 3.1 Outdoor sport in China 1 3.2 Situation of Chinese outdoor market 2 3.3 Competitors in Chinese outdoor market 2 3.4 Chinese economic situation 3
4. STRENGTHS AND WEAKNESSES OF KATHMANDU IN CHINA 3
5. HOW TO ENTER INTO CHINESE OUTDOOR MARKET 4 5.1 Selection of the entry modes 4 5.2 Selection of the Chinese partner 5
6. CONCLUSION 6
7. REFERENCES 8
With the rapid development of economy and society, Chinese market has attracted a great number of attentions from foreign companies. Therefore, how to enter into Chinese market and how to be a successful company in China has become a realistic issue faced by business managers, entrepreneurs and consultants. This essay will focus on introducing one Australian local brand “Kathmandu” which is an outdoor sport equipment company into Chinese market. Thus, a detailed analysis of the current situation of the Chinese market and this foreign company is indispensable. Firstly, this paper will analyze the current situation of the Chinese outdoor sport market and the Chinese economy, and then identify the strengths and weakness of the Kathmandu Company when entering into Chinese market. Subsequently, selection of entry modes and partner and recommendations will be provided to deal with or to reduce the risks when enter into the Chinese outdoor sport market.
2. BACKGROUND ABOUT KATHMANDU COMPANY
Kathmandu Holdings Limited was established by John Pawson and Jan Cameron in 1987. The company started off as a small outdoor apparel shop in New Zealand and in 25 years has grown to a multi-national brand primarily producing outdoor sport clothing and equipment which combine with the advanced technology, high quality and high comfort level. Such as, tents and shelters, packs and luggage,
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