| Summary: | 碩士 === 國立臺灣大學 === 國際企業管理組 === 96 === To found an international brand is never an easy matter. There only have limited Taiwanese companies have owned their brand in international market place. Among them, manufacturing industry take the lion share, service industry is something extreme rare. Articles about how to expand business or penetrate new market place are easily found, but quite a few in service industry. Considering such requirement roars up in the near future, C Company, ranking at 66th in international EPC Contractors is selected as case study target to investigate how to build up beachhead successful in emerging countries.
A project team has been set up to conduct this case study. Team members include many senior specialists in various fields which compose of core technology in C Company, financing, accounting, human resources, etc. Having screened many target emerging countries, India is finally selected. PEST analysis, Porter’s five force analysis, and due diligent are conducted to ensure possible and potential business supports and to make sure such investment will meet corporate target. Furthermore, that who will be finally beneficial to setup Indian subsidiary of C Company, based on co-opetition strategy has also been checked. The conclusion reflects potential owners, other existing engineering institutes, and C Company are all beneficial. Drawing up “Business Plan” is consequent. The following two factors are seriously considered. Firstly, existing oversea subsidiaries of C Company usually take more than five years to incubate capability to execute project work alone, since they have recruited fresh young engineers at the early beginning. Secondarily, there exist many engineering institutes of MNC in India. For matching the immediate needs in business operation, this case study proposes “Late Fast Mover” strategy. Relevant experienced engineers in various disciplines with more than five years working experience in average will be recruited at the beginning, especially those who have ever been served as contract engineers in C Company. They will play core seed role. After orientation training been exercised for the first batch employee to align work procedure and best practice of C Company, new fresh engineers will be added in the office then.
This case study proposes Indian subsidiary of C Company near term and mid-term, each in three years and long term business plan. Major operation focus and material policies in each term has been mapped. In material policies section, major roles and responsibilities of each unit in the organization have been recommended. We recommend starting from engineering work to rapidly align herself with Indian local engineering practice to make her one of the society. Take that as a solid and strong basis, to grow up progressively to take the further responsibility of procurement and construction activities.
This case study provides solid and completed Road Map for India subsidiary of C Company. Actually, this business plan has been conducting at this moment. This is the first time in C Company, theories and best practice of International Business has been merged as a guidance to set up new oversea subsidiary in emerging country. Its success is promised.
This case study generates Standard Operation Procedure for C Company to expand and operate oversea beachhead, besides it also be a good guidance or reference for others service industry of its like in Taiwan to set up and run business oversea.
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