Analysis of the China Strategy for an Austrian Industrial Automation Company

Abstract

This thesis aims to analyse the existing China strategy for an Austrian industrial automation company, particularly in the light of the confronted challenges. To this end, the company profile and product portfolio have been studied. Furthermore, the China’s macro environment inconsideration of the main challenges has been analysed. In terms of microenvironment, the assessment has been conducted with a particular focus on the market segment injection moulding machine and industrial robotics. Finally, the China strategy has been deviated and evaluations as well as recommendations have been provided.The study has been carried out based on both theoretical and empirical research. Apart from that, an online survey and a semi-structured expert interview have been conducted to obtain aninsight into the main challenges as well as the competitive forces for an Austrian company onthe Chinese automation market. The existing China strategy has been explored and deviatedfrom the expert view. This thesis can be interest ing for the Austrian industry automation company to explore its China strategy in the next years.