Research On Market Entry Strategy For Colorquartz Company

In the increasingly competitive era of globalization, Chinese manufacturers must continue to expand into new markets to sustain growth and to diversify their market share. The problem that manufacturers face is market entry strategy. One such company facing this problem is Colorquartz, a manufacturer of quartz surfaces material based in Shanghai, China. The primary purpose of this dissertation is to investigate and analyze the methods for manufacturing firms seeking international expansion, and to make recommendations for Colorquartz’s endeavor into the United States market.The importance of this research rests on the notion that successful penetration into the US market signifies that a firm has achieved global recognition. The US, being the largest economy in the world, is a highly competitive environment with sophisticated buyers. Also, the US is the most lucrative market rewarding companies that compete not only on price, but quality and service.In the first part of this research, an introduction to the overall industry is given. Manufacturing firms in developing markets are increasingly seeking outward expansion to sustain growth and to diversify their market share. Considerable research is given regarding the building materials sector, especially quartz surfaces, which is one of the fastest growing segments in the industry.The thesis is then segregated into three distinctive parts. Included is an indepth analysis of the economic environment in which the firm is seeking to expand in. With the economic situation properly attained, we analyze the niche market segment that will provide the greatest market potential, followed by the best entry strategy approach to most effectively penetrate the given market.In conclusion, the thesis argues that international expansion is an essential strategy that domestic firms must partake if they wish to attain global recognition for their brand. Through substantial research and careful implementation of market entry strategies, domestic firms can increase the likelihood of successfully penetrating the international marketplace. This thesis offers Colorquartz a practical guide and solution for their international endeavor into the US market environment.