The Title of My Project Is Sichuan Changhong Electric Co., Ltd's Decision to Enter the European Market.

1. Brief

1.1 Title of the project

The title of my project is SICHUAN CHANGHONG ELECTRIC CO., LTD's Decision to Enter the European Market.

1.2 Objectives of the project

The objectives of the project are to analyze many facts of CHANGHONG to entering the European market, which include:

? The reason to choose the European market to enter

? The reason to prefer to choose the direct investment, rather than use the agents or others

? The reason to enter the European market is a successful decision for expansion international strategy

1.3 Statement of the issue to be investigated

In order to achieve the objectives of the project, there are some issues to be investigated. They are listed as following:

For the reason to choose the European market to enter:

? The production strategies currently used by CHANGHONG

? The strength of CHANGHONG---whether the company has the ability to enter the foreign markets

? The situation of the domestic market---why the company must to enter the foreign markets

? The situation of the foreign markets---why the company must to choose the European market

For the reason to prefer to choose the direct investment, rather than use the agents or others:

? Compared the export methods

? The reason to choose the direct investment to export

For the reason to enter the European market is a successful decision for expansion international strategy:

? Using SWOT to analyze the opportunities and problems to enter the European market

1.4 Reason for your choice of issue and how this issue directly relates to topics

? Before CHANGHONG entering the foreign market, we should know the production strategies of CHANGHONG and whether the company has the ability to enter the market. Then through analysis the situation of the domestic market and the foreign market, we could know why the company chooses export to the foreign market and why the foreign market is the European market.

? By compared the export methods, we could know the different export methods' advantages and disadvantages and have a better understanding of the method to export to the European market for CHANGHONG. Then about the explanation of the reason to choose the direct investment to export, we could know why CHANGHONG choose the different way to export to the European market compared with other company.

? Though analysis the opportunities and problems to enter the European market, we could know that CHANGHONG has the competitiveness and the decision to enter the European market could make the expansion international strategy successful.

1.5 Covered as part of the Group Award

Several subjects are involved in my study, which are:

? Financial Reporting and Analysis refers to using the financial reporting to evaluate the strength of the company

? International Marketing: An Introduction refers to identify reasons for entering international markets

? International Marketing: An Introduction refers to evaluate the various methods of accessing foreign markets

? Economics 2: The World Economy covers explaining barriers to trade and their effects to business

? Business Culture and Strategy covers using a SWOT analysis to analyze the current relationship between a particular organization and its external environment.

1.6 Justification for the choice of SICHUAN CHANGHONG ELECTRIC CO., LTD

CHANGHONG is founded in 1958 in SICHUAN. Though the development, CHANGHOGN has been the change from the single military production to combined military civilian production become to be an integrated multinational by production television, air conditioners, refrigerators, IT, telecommunications, home appliances and other industries R & D, production, sale and service and so on. And CHANGHONG has gradually become a globally competitive and influential 3C integrated information alliance products and service providers. And in 2005, CHANGHONG become the member of the world top 500 companies and in 2008 its brand value reached 65.589 billion Yuan. Now CHANGHONG is classified as a major support to national business and technology innovation pilot enterprise and as the Chinese color TV industry leader. As the current development and the strength, I select CHANGHOGN to investigate.

1.7 Explanation of sources of information and the reasons for the selection

? The production strategies of the company could from the telephone interviews with the manager in CHANGHONG. As this kind of source of information is the first hand information, it could keep objective and specific of the information.

? The information of the strength of company could from to analyze the company's financial reporting and to evaluate the questionnaires. Because the financial reporting could reflect the company's financial and operative situation and assess the company's performance. And though the questionnaires, we could know the company's status in the customers' hearts. These could be a true reflection of the strength of this company.

? Some sources of information also could be selected from secondary sources such as surfing the internet, the company's and the government's web, and some text books. Because of from the internet, it could provide some information of the situation of the domestic market and the foreign market, and of the opportunities and problems to enter the European market. And from the text books, we could know the theoretical knowledge of the reason to enter the foreign market and the methods of accessing foreign markets and so on.

1.8 Explanation of methods of investigation and the reasons for the selection

The telephone interviews with the manager and the questionnaires are belonging to the primary research. Primary research, also called field research, involves the collection of data that does not already exist. The disadvantages of the primary research are that it may be expensive as many people should need to be confronted and people may have to be employed or avoid their primary duties for the duration of the research. However the advantage of the primary research is that fill specific information needs. And this is the best need in my investigation.

Then in my investigation there are many secondary researches, involves surfing the internet, the company's and the organization's web, and some text books. Secondary research known as desk research, the company uses information compiled from other sources that appears applicable to a new or existing product. The problems associated with the