Samenvatting

Rational exportations warrant a multitude of sophisticated homework done in advance in an enterprise's homeland as prerequisite before the conscientious companies could embark on their discrepant exportation efforts. This report expounded hereinafter aims to furnish the author's internship assignment provider Shandong Shanda WitCore Co. Ltd a reasoned and executable strategy export plan addressing those most vital tasks falling into its export trajectory by means of marketing research and theoretical investigations. The report is structured in such a way that the aggregation of the outcomes from the different sectors at the end may logically culminate in a valid, integral answer to the central question legitimating the research:
How can WitCore successfully penetrate into North America laser market by means of export?
The report proper starts off with a reckoning of the history of the company under discussion, its current position in the corporate map of the whole Shandong Shanda Wit Group and further internal analysis. External analysis follows on the heels of the first block by concentrating on the external business environment scan, which examines in full measure some most crucial determinants without the company. The confrontation matrix conducted on the base of the previous two parts then gives arise to strategic advices.
Strategic plan and operational plan together constitute the bulk of the second moiety of the paper. In the operational plan, exportation-adapted 4 P (Products, promotion, price and place of distribution) plus other export particulars such as transportation, Incoterm and possible legal regulation will be examined therein. Finally, recommendation and reiteration in the form of final conclusion based on the synergy of outcomes from the previous chapters will be presented to round off the paper.








Rational exportations warrant a multitude of sophisticated homework done in advance in an enterprise's homeland as prerequisite before the conscientious companies could embark on their discrepant exportation efforts. This report expounded hereinafter aims to furnish the author's internship assignment provider Shandong Shanda WitCore Co. Ltd a reasoned and executable strategy export plan addressing those most vital tasks falling into its export trajectory by means of marketing research and theoretical investigations. The report is structured in such a way that the aggregation of the outcomes from the different sectors at the end may logically culminate in a valid, integral answer to the central question legitimating the research:
How can WitCore successfully penetrate into North America laser market by means of export?
The report proper starts off with a reckoning of the history of the company under discussion, its current position in the corporate map of the whole Shandong Shanda Wit Group and further internal analysis. External analysis follows on the heels of the first block by concentrating on the external business environment scan, which examines in full measure some most crucial determinants without the company. The confrontation matrix conducted on the base of the previous two parts then gives arise to strategic advices.
Strategic plan and operational plan together constitute the bulk of the second moiety of the paper. In the operational plan, exportation-adapted 4 P (Products, promotion, price and place of distribution) plus other export particulars such as transportation, Incoterm and possible legal regulation will be examined therein. Finally, recommendation and reiteration in the form of final conclusion based on the synergy of outcomes from the previous chapters will be presented to round off the paper.


When the final project, the module perceived to be the last phrase of the 3 year in length HEBO programme commenced at the beginning of September 2010, I was assigned according to prior arrangements to a high- tech company in Shandong, one of the economically potent provinces locating on the eastern coastline of China. In the next 5 months or so, I work in the position of marketing auxiliary personnel attached to one of the four sales engineers stationed in the company and meanwhile tried to uncover a proper thesis which could function as an ideal junction between my foreknowledge in the area of cross border commerce and export on one hand and my freshly acquired expertise during the internship period on the other. The report documented on the next pages chronicles the intellectual gains within the last five months and could be viewed as the consummation of the final project in China, in which the author endeavoured to answer the central question spelled out in the previous Research Proposal, namely:
How can WitCore successfully penetrate into North America solid state laser market by means of efficient export?
Accordingly, the final report came into being as an export plan with the aim to detail various substantial stages of the exportation efforts of Shandong Shanda WitCore Co.Ltd. From the perspective of the company, the report in itself intends to be appraised as a proposal rendered by an export policy junior adviser and some of the findings interspersing in it, however, may possess ample virtues to be subject to generalization for further applications in other sectors or even germane industry as well.