Preparing to penetrate the Chinese control room market

Abstract

The purpose of this thesis is to provide the Born Global company 3D Perception (3DP) with advice on how they can prepare to further penetrate the market in China, especially the control room market. Due to limited knowledge of the conditions in China we chose to use an exploratory research design, with an emphasis on in-depth interviews supplemented by relevant secondary sources. Firstly, the thesis provides information on how and why 3DP should make internal changes in the organization and in their relationship with their value added resellers (VARs) in China, in order to increase control and be well prepared for further market penetration in the control room market. Secondly, the thesis discusses unique market characteristics in China 3DP needs to be aware of to adapt their business model to the Chinese market. Particularly 3DP should develop strong relationships both with their own employees in China, to their VARs and in a more long-term perspective, to their end-customers. This would enable 3DP to more thoroughly understand the Chinese customers’ needs and wants. Therefore we have also investigated what product attributes 3DP should emphasize in the Chinese control room market. Thirdly, though this is not the main focus of the thesis we have investigated whether there is a potential for growth in the Chinese control room market. We have found strong economic indicators such as the 4 trillion RMB stimulation package and the 65 billion RMB independent investments in upgrading the electrical grid, to be strong evidence of a growth potential in this market. Based on the findings in this thesis it is likely that 3DP can succeed in the control room market in China. For this potential to be realized 3DP should hire a manager skilled in Western management style and with strong interpersonal skills. 3DP should introduce incentive systems for their employees and hire sufficient manpower so that they will be able to service their customers properly, thus acquiring more knowledge about unique customer needs and wants in the Chinese control room market. Finally 3DP should work to obtain references from satisfied customers in the control room market.