Behavior And Performance Analysis Of Retailers In Predeterminted Environment

Soaring economy in China makes it quite attractive a marketplace. Retail industry, as the first industry completely open to foreign investments after the entry of China into WTO, has attracted much attention of practitioners and researchers globally.To unveil what's going on in the huge retail market and predict its future, the thesis analyzes operational environment, behaviors determined by environment shocks and performance as outcome of predetermined environment and behaviors, with focus on FMCG sector. The innovation of the thesis is that it emphasizes that behaviors and performance are consequence of environmental shocks. Bearing this idea in mind, author adopts the classical SCP analysis structure as the general structure of the thesis and while analyzing environment PEST analysis is adopted given that political, economic, social and technological factors could well and sufficiently present environmental shocks. While analyzing enterprises' behaviors it makes clusters of foreign funded and domestic retailers. At the end it analyzes performance of them and makes predictions.