marketing

CA
4.Product selection: Bicycle
Target country: France
Entry mode: wholly-owned subsidiaries
Now with the increasing of oil price more and more people choose a “Green Travel” to go work study or other things. Travel by bicycle will save much money and resources, good for health and environment. So bicycle is a good product to sell all over the world. In France many people advocate civilized lifestyle even though they have their own cars but they use cars less. Now France government is encouraging the use of bicycles.
Target market:market, high, medium and lower-end market, government procurement.
Our target market is covers different levels, meet different people. In the high-middle market we have high-end materials bicycle, such as carbon fiber bicycles, magnesium alloy bicycles and so on. This market will be our main market direction.
Risks: 1. The French’s aethestic standard maybe can’t adapt Chinese design style.
2. Our product may face some risks from laws such as Intellectual property law and so on.
3. Competition from the same product.
.
5．Product/Service
Nowadays, it's important for us to live the low-carbon life.The first thing we can do is to ride the bikes.Becausefirst,bikes are cheaper than cars.Second,it's easy to find the place to park bikes.Third,the oil is not necessary for bikes,so bikes won't produce the dirty air.Finally,we can ride bikes to keep fit.Let's ride the bikes instead of cars to protect the environment!
Here we import a new type of bicycle.Now I introduce it to you.Hope you will know it.And we strongly believe that it will sell well in the future.It make of carbon fiber. This bicycle has many advantages.First,it can make light frame,you can get a comfortable feeling.Then,it can bear more impact,we have to try our best to protect your safety .Finally,we can make various frames,in other words,you have more choices.And one more advantage is we can provide more kinds.You can ride alone or ride with your family.
6.Integration
Regional blocks and politics
The European Union (EU) Risk warning China says, because China fails to eliminate the market access barriers and solve problems the infringement of an intellectual property right, the two sides of a rapidly growing trade may therefore be damaged.
The eu Commission (European top yesterday released a wide-ranging policy report, and to meet the eu relations with China new era. The report said: "more and more a big risk is that the trade relationship
with China, give a person with is not really a mutual equivalence impression. As we have in the United States sees it, if these problems are resolved, the eu objections to the further opening of China's rival political pressure may increase."
Intellectual property protection in DuiXiangGuo provision shall be considered the actual situation of the current in the European Union as soon as possible close to the level of protection. The
anti-counterfeiting treaty (ACTA) "aims to establish a comprehensive international framework-or can be called best practice directory, this will help the agreement of the parties effectively against ACTS
of intellectual property infringement. When ACTA reach and execution, it will at WTO "and trade related intellectual property agreement more we will be based on more attention the concerns of the small and medium-sized enterprises, for example in the trade remedy field, whether the importer, users, the party or exporters, often are in trade relief funds for the objective nervous facing investigation. In addition, the commission will in 2011 to promote small and medium-sized enterprises to develop international market information disclosure.
Effective to establish a new international standards.
WTO membership obligation
The aim of the organization
The world trade organization's objective is: to improve the life level ensure full employment and sharply, improving steadily real income and effective demand Expand the production of goods and services and trade; Insist on the way of sustainable development , members shall promote to the world the optimal use of resources, protect and maintain the environment, and to meet different economic development level of the members need the way, strengthen the take all kinds of corresponding measures; Active efforts to ensure that developing countriesespecially the least developed countries in international trade for growth in their economic development level of adapt to share and interests; Establish the integration of multilateral trade system.
The principle of Reciprocity (Reciprocity)
The principle of reciprocity, also called the equivalence principle, is one of the most important principles of WTO, it is to point to two member in international trade, gives the other side each other trade preferential treatment. It identified member tariffs and trade negotiations in the basic position must be taken to meet and between must establish a kind of what kind of trade relations.
The Transparency principle (Transparency)
Transparency principle is to show, the WTO member shall publish the formulation and implementation of the trade measures and its change, not announced measures shall not be implemented, and at the same time should also will these trade measures and its change is notified to the WTO. In addition, the member concerned to affect international trade policy international agreement, also should promptly notify the WTO and released.
Market Access principle (Market Access)
The world trade organization principle of market access is visible and growing, it requires countries to open market for the purpose, in a planned way, and orderly, the realization of the stages of utmost trade liberalization. The main content of the principle of market access protection and concessions include tariff, cancel the quantitative restrictions and the transparency principle. The world trade organization advocating final cut off all trade barriers, including tariff and non-tariff barriers, although tariff barriers, there still is the world trade organization of the legal protection allowed by the means,
but the level of the tariff must is falling.
Promote fair competition principle
The world trade organization is not allowed to state parties not fair trade method for the unfair competition, specifically prohibited to take the form of dumping and subsidies export commodities, of dumping and subsidies are made clear rules, has formulated specific and detailed measures for implementation, the world trade organization advocated adopting the means of fair trade fair competition.
Economic development principle
Also called encourage economic development and economic reform principles, the principle to help and to promote the development of the country's economic rapid development for the purpose, in developing countries and economic standards formulated country, to give the country's special preferential treatment, such as allow developing countries in certain implementation within the limitation of import quantity or raise tariffs "government to the economic development aid" clause, only requires unilaterally assume the obligations of developed countries and developing countries enjoy certain preferential free "trade and development terms", and has established the developed country gives developing countries and transition countries more long transition treatment and puhui makes the legitimacy of the treatment.
Non-discriminatory principle
This principle includes two aspects, one is the most-favoured-nation treatment, the other is a national treatment. Members in general can not trading partners of the discrimination between; Give a member of preferential, also should also gives the other members. This is the most-favoured-nation treatment. This principle is important in the management of trade in goods to the tariffs and trade (gatt) of article was first in the, in the trade in services (gats) of article is the second, in the tri agreement "in article is the fourth. Therefore, the most-favoured-nation treatment for all three of the world trade organisation in the field of trade. National treatment is to point to to foreign goods, services and intellectual property rights and the local should be treated equally. The basic purpose of the most-favoured-nation treatment is to ensure that the other contracting party beyond their national borders to the market in the country and its foreign enterprise in equality under the condition of fair competition.
Non-discriminatory principle is the foundation of the world trade organization, is to avoid trade discrimination and friction of the important means to realize the equality between countries is the important guarantee of the trade.
Five big function
Management function
The world trade organization is responsible for each member of the trade policies and regulations in supervision and management, regular review, in order to ensure its legitimacy.
Organizational function
To achieve various agreements and the established goal that agreement, the world trade organization shall have the right to organize the implementation of its jurisdiction of the trade agreement and agreement, and actively take all kinds of effective measures.
Harmonious function
The world trade organization and coordination with the international monetary fund and the world bank and other international organizations and institutions in relation to ensure global economic decision-making of consistency and cohesion.
Adjustment function
When member states disputes and conflicts between, the world trade organization responsible for solution.
Provide function
The world trade organization for its members to provide processing various agreements and agreement negotiations affairs of the place, and the developing countries provide the necessary technical assistance to help its development.
Editor this period of rights and duties
Basic rights
China's accession to the world trade organization signing ceremony
(1) can make products and services and intellectual property rights in the 150 members enjoy unconditional, multilateral, permanent and stable most-favoured-nation treatment and national treatment;
(2) the most developed countries export of products of industry and half finished products by puhui makes treatment;
(3) enjoy developing country member of the most preferential or transitional arrangement;
(4) enjoy other wto members open or expand the goods and services market access interests;
(5) use the wto's dispute settlement mechanism fair, objective and reasonable solution to the economic and trade frictions with other countries, to create a good economic and trade development environment;
(6) to participate in the activities of the multilateral trading system for international trade rules of the decision-making;
(7) enjoy the wto members use all the rules, take exception, guarantee measures to promote the development of their economic and trade rights.
Basic obligation
(1) in goods, services, intellectual property rights and so on, in accordance with the provisions of the wto, to other members most-favoured-nation treatment, national treatment;
(2) in accordance with the relevant provisions of the wto agreement, and expand the market access for goods and services level, that is, specific requirements reduce tariff and non-tariff measures standard gradually expand the service trade market open;
(3) according to the tri agreement regulation
The principle of reciprocity
Although in the gatt and the wto agreement, the agreement does not have very clearly in the provisions of "mutual trade principle", but in practice, only the equality of the mutual benefit cuts arrangement just may in an agreement between members.
The world trade organization of the principle of reciprocity main through the following several form reflect:
China's accession to the world trade organization
First, through multilateral trade negotiations held customs or non-tariff measures cuts to other members equivalent open their markets to get their product or service into the other members of the market opportunity, which is known as "the shots with peach", "take".
Second, when a country or region to apply to join the world trade organization, as the new members can enjoy all old members in the past have reached a preferential treatment of the open market, the old
members will consistently required new members must, in accordance with the wto agreement, the provisions of the present agreement to pay "entrance fees"-open application square commodities or services market.
Third, mutual trade is multilateral trade negotiations and a member trade liberalization and other members of the main tool to realize the economic and trade cooperation. The gatt and the history of the world trade organization fully show that the multilateral trade liberalization to a member to far outweigh the benefits of a country of their own unilateral trade liberalization of interest. Because a country independent decided to make customs, unilateral trade liberalization and non-tariff cargo service market opened up, benefit from mainly depends on other trading partners of the liberalisation of the response, if reaction is good, that is, to also give equal concessions, the benefit from big; Conversely, the small. Instead, in the world trade organization system, due to a member of the trade liberalization is in an existing member for open market within the commitment, natural the liberalization of trade reform brought about the actual interest of the world trade organization is the guarantee mechanism, and not as unilateral or bilateral trade liberalization interests so not sure. Therefore, multilateral trade liberalization is superior to unilateral trade liberalization, especially such as China of the developing country.
Editor this period of transparency principles
The transparency principle is an important principle in the world trade organization, it is embodied in the world trade organization, the main agreement in agreement. According to the rules, the wto members must announce the effective implementation, the current trade policy:
(1) the customs regulations. That is the product of customs of classification, the appraisal method of the rules, customs on import and export goods to the collection of tariff rate and other expenses;
(2) import and export management of relevant laws and administrative rules and regulations;
(3) the import and export goods to the collection of taxes, regulations and rules;
7．Opportunities for the Product/Service in the country
We aim at up midrange consumption crowd and high-grade consumption crowd.Ofcourse,we will focus on large and medium cities,such as Paris,Lyon,and so on.
As we all know ,bicycle is an old but environmental transportation.Not only you can protect environment,but also you can exercise.And the most important is we can save energy for our country.Why not do it?In the France ,every muse know The tour de France.A country with great bicycle atmosphere,so please don not suspect our specific opportunities.Of course ,at bus schedule,we always can see many free bicycles.In order to facilitate people travel demand,government must order many bicycles,because of cost-effective,we believe we can win the government's favor.
8．Major Risks/Threats for the Product/Service in the country
Political risk
Chinese products have been sold to all over the world .But many countries or economic unions take steps to avoid products made in china, use reasons like anti-dumping.
"European Union recently warned China products again use the banner of trade protectionism, this time aim at bicycle :"News from china mechanical electrical products import and export chamberofcommerce."October 6th in 2011,European Commission has issued the announcement of
china bicycle anti-dumping ,says extend china bicycle tax five years. "
European Union aimed at China bicycle anti-dumping started from 1990s.The item
Implemented since 1993.In July 2005,raised dumping rate from 30.6% to 48.5%.This year ,European Union declare that the anti-dumping measure will continue to 2016.In fact, it will be ended in October this year.。

----摘自中国新闻网<<欧盟再以关税对我自行车设障力实施贸易保>> Legal risk
France imposed bicycle anti-dumping taxes from Taiwan in China since 1999,rate is 2.5%. In addition, it is difficult to identify in this country .First, Safety inspection rule committee make up by every country` s bicycle productor ,sociaty and government in European Union will make draft, and then send to the European Commission. Some of the productor and committee will target high standard or special clause for their own benefit.
---《法国自行车市场介绍》Economic risk
Chinese bicycles have been sold all over the world. But little of them are well known. Make a brand effect is really important. And it is not easy to sale on an open and freedom market. Chinese bicycle was always sold in the supermarket with small wheels. It is not easy to open the market in the big cities. And it is also not easy to communicate with local government.
Culture risk
France has many good bands of bicycles .And it has the world`s most famous Tour de France .There has a good bicycle atmosphere in this country. Perhaps Frenchmen has their own view of the bicycle`s size ,type or something else.
9.Recommendations
Entry mode
joint venture
1 reduce costs
2 tariff and non-tariff barriers
3 get production elements resources
4 I can spend better grasp the differences requirements, change with the market
5Use of local management expertise
6The charge of the sales department of the u.s..identity
liscencing
@ enterprise need not too much money, the risk is small
The need to develop work. Can rapidly in the market
Easily approved
Licensing fees for foreign charge since jiaotong university
Cultivate rivals
Set the product quality but difficult to control and we get less profit
Export
We have to consider tariffs and cost on transportant.now the eu make a policy about Steel tube anti-dumping
So it is not the best way
wholly owned subsidiary
The highest stage of international marketing, the enterprise has 100 of all and not the u.s..no interest controlling stake, the target is not the same problem, so the business is a wholly owned enterprise obtained higher interest but large investment and great risk。