Strategic Analysis of Market Entry to Russia－Taiwanese Perspective

• Main Authors: Cheng-Chi Chang, 張正之
• Other Authors: Chiang-Feng Lin
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/59941112056065960841

碩士 === 淡江大學 === 國際商學碩士在職專班 === 94 === This thesis is to discuss the potential of Russian market, and develop a strategic analysis for Taiwanese enterprises which intend to enter the market. Taiwan-Russia trade has started since 1992. Roughly speaking, the amount of the trade was growing. However, when Russia started to change their economic strategy, and implemented the “shock therapy”, the route of economic reform was not as smooth as expected. The outbreak of financial crisis leaded to the collapse of Russian economy. In 1998, some Taiwanese businessmen couldn’t receive payment of goods or the orders were cancelled because of the evaluation of ruble. It has made those businessmen change their attitude and stop trading with their Russian counterparts. The amount of Taiwan-Russia trade became decreasing since then. Therefore, we found that Russian political and economic situations have great impact upon Taiwan-Russia trade relations.This research is taking the preliminary position that Russian political environments and Russia economic situations are the main reason which influent the economy and trade relation between Taiwan and Russia. The present Russian political and economic situations are getting better, so we forecast that Taiwan-Russia economic and trade relation will be also better in the future. We use political economy approach, historical approach, SWOT analysis, and Heckscher-Ohlin theorem to do this research, and conclude as follows:Although the Russian market depends heavily on its political and economic conditions, and risks are always there, trades between Taiwan and Russia still exist many attractive opportunities. Russia’s abundant raw materials, labor forces, and high technology are just what Taiwan needs for industrial development; on the contrary, Taiwan’s fine consumer products, management, product design, marketing, and exuberant SMEs are also what Russia needs for economic transformation. By the complementary demands, we can say that the potentials of bilateral trading, investing, and technical cooperations are still vast to be developed. We list 10 target industries according to the complementary properties between Taiwan and Russia.Under the framework of the APEC and future the WTO, the Russian economic and trading environments should be improved to comply with international standards. The demands of importing consumer products and services, and the fair competition in the market are good opportunities for Taiwanese enterprises to enter the Russian market. Some suggestions are also provided in this thesis.