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China Strategy for ESP Wire: A study of the Chinese market from Sandvik's perspective
University of Gävle, Department of Technology and Built Environment, Ämnesavdelningen för energi- och maskinteknik. University of Gävle, Department of Technology and Built Environment.
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: SMT Wire has noticed that their sales of ESP wire are very low in China compared to India. SMT Wire now wonders how they can increase their market share in China.

Method: Personal interviews, telephone interviews and interactive conversations.

Result & Conclusions: SMT Wire should work each tier in the supply chain to gain more orders and increase their market share. It is important to have local representation and work close to the customers so that the customers can feel trust for Sandvik and Sandvik’s employees. The market for spiral discharge electrode material is good in China (the annual consumption is about cccc tonnes) and the market will probably be more and more mature for Sandvik’s high quality materials in a couple of years.

Suggestions for future research: Is it possible to have a more long-term price on the products on the Asia market? How can Sandvik keep its Chinese personnel? How can the Chinese personnel be trained to make contacting new companies easier for them? How can a foreign company create a guanxi-based selling with a high personnel turnover?

Contribution of the thesis: A strategy that can be adapted for stainless steel wire companies that want to increase their market share in China.

Place, publisher, year, edition, pages
2008. , 52 p.
Keyword [en]
Chinese market, Business-to-business in China, Sandvik, Spiral discharge
Identifiers
URN: urn:nbn:se:hig:diva-3616Archive number: TEX 080724OAI: oai:DiVA.org:hig-3616DiVA: diva2:139852
Presentation
(Swedish)
Uppsok
teknik
Supervisors
Examiners
Available from: 2009-06-09 Created: 2009-01-27 Last updated: 2009-06-09Bibliographically approved

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Ämnesavdelningen för energi- och maskinteknikDepartment of Technology and Built Environment

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf