中小企業外銷模式:以台灣EPOS製造商

Abstract

In globalization and competitive business sustainability, with the perception that every firm should go abroad, the reality is not every firm is ready. For most firms, international growth is an imperative out of the need to convert economies of scale into economies of scope. International expansion is necessary to take advantage of foreign market demand and existence of excess capacity in the domestic markets for economic, technologic, and strategic reasons. This paper is a case study of a Taiwan’s EPOS (Electronic Point-of-Sale) systems and peripheral manufacturer established since 1995 with global presence in North America, South Korea, Japan, China and Europe. Facing the economic turmoil in 2008, Taiwan industrial computer manufacturers targeting European and American markets couldn't avoid the wave of impact, in consequence the restructure of strategies seeking for new niches and entry to new foreign markets was adopted. This paper makes an analysis of the factors that influence the firm’s strategic decisions of choice of market entry mode focusing on Mexico as the target market. Based on the results of the research we will address the suitability to enter the Mexican market and provide the most convenient choice of entry mode and distribution channel proposal for a successful strategy.