North American Market Entry Strategy for Taiwan Made Baseball/Softball Glove
| Autor: | Yu-Chen Ting, 丁郁晟 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Baseball is the national pastime of Taiwan and the baseball glove industry had a glorious history when all the world famous companies placed their OEM order to Taiwanese manufacturers in the early 1990’s. However, due to the impact of Globalization, competition from China and Southeast Asian countries become stronger. Facing the situation of losing OEM orders and shrinkage of domestic market, the situation is getting tougher for the baseball glove industry. New local brands are trying to implement new ideas into the market, but there is actually not much can be changed. The competition in the domestic market is getting worse and worse. Dragonfly, a local brand which had 13 years experience in foreign market, decided to enter the biggest market in the world – the North American market. This proposal, would provide a unique and innovative way of glove designing and marketing activities. Having the idea of lean startup and new approaches to new market will help the business to minimize the cost and maximize the synergy. We hope that this proposal would help Dragonfly to penetrate its new market and build the reputation of MIT baseball/softball gloves in the North American market. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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