| Summary: | 碩士 === 靜宜大學 === 國際碩士學位學程 === 104 === The thesis deals with the key drivers for successful international expansion, which is the planned expansion of a company´s business activity into countries in several regions throughout the world. In addition a suitable global expansion strategy for the Taiwanese bake ware producer San Neng is formed and the target market Germany analysed in order to give the company a closer look into the German baking industry, baking culture, and customer preferences. San Neng Bake Ware Corporation was founded 1976 and is the leading designer, manufacturer and supplier of professional bake ware, display items as well as innovative tools in the Asian baking industry. Moreover, with a wide range of more than 2000 different products and an international quality certification, the company is getting bigger and stronger. The in depth market analysis is the first and most important step in the global expansion strategy and decides whether a company can expand successfully.
Using an actual case study is the perfect way of showing how specific movements in international business work in real life and what kind of challenges the company might face and how these challenges the business can overcome. The aim of the thesis is to support San Neng Company with useful information about the country Germany and its culture to ensure a successful future expansion, which can help the company getting access to a new market and customers, reducing costs and provide a robust pipeline to fuel the company´s future growth. In order to successfully expand into a foreign market, San Neng has to overcome a number of challenges including the language barrier, the different culture and country specific regulations, because companies often underestimate the resources and investment required to cope with these barriers.
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