Identifying The Critical Success Factors Of Strategic Repositioning From Ireland To China From An Irish SME Perspective

The purpose of this thesis is to examine the Critical Success Factors necessary for the successful strategic repositioning from a small Irish firm perspective. In order to examine this topic the area of strategic positioning will be studied. On examination of the literature, it was found that minimal research had been carried out in Ireland addressing the issue of strategic repositioning from Ireland to China. This study serves to examine how an SME can successfully reposition itself from Ireland to China. The main focus of the study is on strategic repositioning as there is a gap in the literature concerning this subject matter.A case study of an Irish company that makes medical devices was examined. There is agreement, as evidenced in recent literature, in both theory and practice, on the general steps that are involved in a strategic planning process.Audit Diagnostics has found success in China in the medical devices sector by practicing many of these techniques. It established a brand promise——"satisfaction among clients, staff, and partners"——fulfilled by an open-plan area where staff, clients, and partners could share a network svstem.