A Case Study of International Strategy on Modern Dyestuff & Pigment Company

• Main Authors: Benjarat Aksornlertsawat, 李書憶
• Other Authors: Day-yang Liu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/08395556038002515707

碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === Colorants are used in many things around people, clothes, plastics, paper, leather, photographs and even use in pharmaceutical and medical industry. So the colorants not only play an important role in the consumer’s good industry but also act as industrial goods or the input material in many industries. Because there are demands everywhere, so the competition in this industry is very intense both in the domestic and international market. The company in this industry need to find the way to survive as well as improve their performance and profit margin. But the domestic market has limited resources and customer base so another way is to go abroad. The purpose of this study is to analyze how the Modern Dyestuffs & Pigments Company, which is a Thailand-based company that produces colorants products for textile, leather, paper and etc. can expand their business to China. China is a huge and attractive market for everyone, there are opportunities everywhere but it was not easy to be success because of the intense competitive atmosphere. In this paper will include the mode of entry that the company used, international strategies they pursued, risk and problems they faced and the outcomes of the business. This study has shown that the company is doing well with the business in China, the relationship between the company and their customers get stronger, they improve the speed and accuracy of the information flow which leads to better and correct response from their customers and suppliers. The overall cost was reduced due to the lower labor cost, raw material cost as well as transportation cost. And the market shared and customer’s base is also growth.