EXPANDING HORIZONS IN SOUTH-EAST ASIA
Henrico Pels
2070048
Avans University of
Applied Sciences
07-06-2017
1|Page
, EXPANDING HORIZONS IN SOUTH-EAST ASIA
Henrico Pels
2070048
07-07-2017
Words: 21.384
Avans University of Applied Sciences
‘s-Hertogenbosch, Netherlands
Commercial Economics
Supervisor Avans: Richard van Huigenbosch
Allocacoc
Shanghai, China
Supervisor Allocacoc: Naomi Langerak
2|Page
,Preface
A report is written for Allocacoc Shanghai. The research is conducted to screen the South-East Asian
countries and select the country which is most appealing to enter. The most interesting country is
researched extensively, whereof an entry mode strategy is recommended and implemented. The
research is performed because Allocacoc did not have clear insights yet regarding the South-East Asian
countries.
The report consists of 14 chapters, which all have a small introduction to give the reader an idea what
to expect in the chapter to come.
I would like to use this opportunity to thank my supervisor, Naomi Langerak, for all her support. The
weekly ‘intern meetings’ made Mrs. Langerak consistently up-to-date regarding the progress and
contents of the report. During these meetings, Mrs. Langerak was able to give direct input and
feedback to improve the report. Also, I would like to give special thanks to Prasetya Surya Putra, Sophie
Qiu, Alice Xie, Lanre Yusuf and Serena Yang for their contribution to this report. In addition, I want to
thank all my colleagues in the Allocacoc Shanghai office. Lastly, I want to thank my supervisor from
Avans University of Applied Sciences, Richard van Huigenbosch, for his support throughout the
duration of the internship.
Henrico Pels
Shanghai, China 07-06-2017
3|Page
, Table of Contents
Preface..................................................................................................................................................... 3
List of figures and tables.......................................................................................................................... 6
Executive summary ................................................................................................................................. 7
Chapter 1 Allocacoc ................................................................................................................................. 8
Chapter 1.1 Company description ....................................................................................................... 8
Chapter 1.2 Structure ........................................................................................................................ 10
Chapter 1.3 Departments .................................................................................................................. 11
Chapter 1.4 Product portfolio ........................................................................................................... 12
Chapter 1.5 Marketing context ......................................................................................................... 15
Chapter 2 Problem analysis ................................................................................................................... 16
Chapter 2.1 Relevance....................................................................................................................... 16
Chapter 2.2 Thesis objectives ............................................................................................................ 16
Chapter 2.3 Formulation of research problems ................................................................................ 16
Chapter 2.4 Research sub-questions ................................................................................................. 16
Chapter 3 Research ............................................................................................................................... 18
Chapter 3.1 Research method........................................................................................................... 19
Chapter 3.2 Research planning ......................................................................................................... 20
Chapter 4 Country selection .................................................................................................................. 22
Chapter 4.2 Data gathering and criteria ............................................................................................ 22
Chapter 4.3 Interviews ...................................................................................................................... 23
Chapter 5 Market Analysis .................................................................................................................... 24
Chapter 5.1 Market definition & delineation .................................................................................... 24
Chapter 5.2 Market size & growth .................................................................................................... 25
Chapter 6 DESTEP .................................................................................................................................. 27
Chapter 6.1 Demographic ................................................................................................................. 27
Chapter 6.2 Economic ....................................................................................................................... 31
Chapter 6.3 Social & cultural ............................................................................................................. 40
Chapter 6.4 Technological ................................................................................................................. 43
Chapter 6.5 Political & legal .............................................................................................................. 44
Chapter 7 Country experts .................................................................................................................... 45
Chapter 8 Definitive country ................................................................................................................. 50
Chapter 9 Customer analysis ................................................................................................................. 52
Chapter 9.1 Distributor/importer...................................................................................................... 52
Chapter 9.2 Retailer .......................................................................................................................... 53
Chapter 9.3 Consumer....................................................................................................................... 54
4|Page
Henrico Pels
2070048
Avans University of
Applied Sciences
07-06-2017
1|Page
, EXPANDING HORIZONS IN SOUTH-EAST ASIA
Henrico Pels
2070048
07-07-2017
Words: 21.384
Avans University of Applied Sciences
‘s-Hertogenbosch, Netherlands
Commercial Economics
Supervisor Avans: Richard van Huigenbosch
Allocacoc
Shanghai, China
Supervisor Allocacoc: Naomi Langerak
2|Page
,Preface
A report is written for Allocacoc Shanghai. The research is conducted to screen the South-East Asian
countries and select the country which is most appealing to enter. The most interesting country is
researched extensively, whereof an entry mode strategy is recommended and implemented. The
research is performed because Allocacoc did not have clear insights yet regarding the South-East Asian
countries.
The report consists of 14 chapters, which all have a small introduction to give the reader an idea what
to expect in the chapter to come.
I would like to use this opportunity to thank my supervisor, Naomi Langerak, for all her support. The
weekly ‘intern meetings’ made Mrs. Langerak consistently up-to-date regarding the progress and
contents of the report. During these meetings, Mrs. Langerak was able to give direct input and
feedback to improve the report. Also, I would like to give special thanks to Prasetya Surya Putra, Sophie
Qiu, Alice Xie, Lanre Yusuf and Serena Yang for their contribution to this report. In addition, I want to
thank all my colleagues in the Allocacoc Shanghai office. Lastly, I want to thank my supervisor from
Avans University of Applied Sciences, Richard van Huigenbosch, for his support throughout the
duration of the internship.
Henrico Pels
Shanghai, China 07-06-2017
3|Page
, Table of Contents
Preface..................................................................................................................................................... 3
List of figures and tables.......................................................................................................................... 6
Executive summary ................................................................................................................................. 7
Chapter 1 Allocacoc ................................................................................................................................. 8
Chapter 1.1 Company description ....................................................................................................... 8
Chapter 1.2 Structure ........................................................................................................................ 10
Chapter 1.3 Departments .................................................................................................................. 11
Chapter 1.4 Product portfolio ........................................................................................................... 12
Chapter 1.5 Marketing context ......................................................................................................... 15
Chapter 2 Problem analysis ................................................................................................................... 16
Chapter 2.1 Relevance....................................................................................................................... 16
Chapter 2.2 Thesis objectives ............................................................................................................ 16
Chapter 2.3 Formulation of research problems ................................................................................ 16
Chapter 2.4 Research sub-questions ................................................................................................. 16
Chapter 3 Research ............................................................................................................................... 18
Chapter 3.1 Research method........................................................................................................... 19
Chapter 3.2 Research planning ......................................................................................................... 20
Chapter 4 Country selection .................................................................................................................. 22
Chapter 4.2 Data gathering and criteria ............................................................................................ 22
Chapter 4.3 Interviews ...................................................................................................................... 23
Chapter 5 Market Analysis .................................................................................................................... 24
Chapter 5.1 Market definition & delineation .................................................................................... 24
Chapter 5.2 Market size & growth .................................................................................................... 25
Chapter 6 DESTEP .................................................................................................................................. 27
Chapter 6.1 Demographic ................................................................................................................. 27
Chapter 6.2 Economic ....................................................................................................................... 31
Chapter 6.3 Social & cultural ............................................................................................................. 40
Chapter 6.4 Technological ................................................................................................................. 43
Chapter 6.5 Political & legal .............................................................................................................. 44
Chapter 7 Country experts .................................................................................................................... 45
Chapter 8 Definitive country ................................................................................................................. 50
Chapter 9 Customer analysis ................................................................................................................. 52
Chapter 9.1 Distributor/importer...................................................................................................... 52
Chapter 9.2 Retailer .......................................................................................................................... 53
Chapter 9.3 Consumer....................................................................................................................... 54
4|Page
