THOMSON——Analysis On Its Entry Strategy In China

THOMSON Group is No. 1 CRT supplier in the markets of USA and Europe, No. 3 in the world market, but it is far away behind it's competitors PHILIPS and SAMSUNG in Asia market. In fact, China market is the center of Asia market. In recent years, Chinese good investment environment and large market attract all the CRT multinational enterprises in the world to invest in China. This article introduces us when and how to enter China CRT market and the success and lose for THOMSON Group. This article analyzes the macroscopically environment and CRT industry attraction of China by comparing with other countries with methods of .T.Haner Investment Environment Risk Index , orter's 5 Competition Powers and ountry Industry Total Attraction, to show us how to choose target investment country for multinational operation This article analyzes qualitatively and quantitatively the success and failure for the time and the ways of THOMSON entering China market , to show us how to enter successfully the target market for multinational operation. This article analyzes the return of the joint venture for two parts with the method of iscounted Pay ack Approach to show us how to calculate the return of joint venture and show us the joint venture should base on winin for both parts. Finally, the article gives some advice to the joint venture for further development.