Introduction
Over
the period, the global environment has experienced increased technological
advancement and the invention of better methods of conducting business
enterprises. These developments have resulted in the enhancement of business
performance. Because of the presence of high industrialization and manpower,
the western market has been on the forefront in development and creation of
market revolution. Global technological advancements have resulted in the
increased performance of the world market characterized by increased
contribution from all the nations of the world. One remarkable market that has
experienced revolution is the Asian market. The establishment of the market in
Asia has resulted in tremendous growth and expansion into the nearby markets.
In a bid to increase the profits of the companies, the Asian multinational
corporations have initiated the incentive to expand to expand to the western
markets that are already established. Expansion is extremely critical for the
development of the firm because the firm expands its horizons by satisfying
increased number of customers thereby enhancing the amount of profits made at
the end of the trading period. Studies conducted have shown that the Asian MNCs
are constantly expanding to the western markets where they find more
opportunities and profitability. The expansion to the western markets has been
prompted by the need to explore the industrialized market where the consumers
already have information about the existence of their products. The planners of
the Asian MNCs considered a significant move to the developed nations because
the neighboring Asian markets posed the same challenges, physical environments
and identical political stability (Aswathappa,
2005 35). On the other hand, the western markets present the Asian
market with a different dimension of physical environment, economic stability
and political stability.
The
establishment of international trade and marketing has been extremely critical
in enhancing development and growth of various economies. The aspect has
enabled the participants to detect the changes alteration in the market
segments. With the rise in the cases of
international trade, the MNCs have realized the need to enhancing
specialization and comparative advantage. With the use of these aspects, the
Asian companies have realized that the amount of competition is Western markets
is relatively low. Therefore, the companies based in Asian have reached an agreement
in engage in business with the western nations. The analysis of research
findings from the western market shows that most of the Asian MNCs have
established themselves and 56% of the respondents confirmed they entered the
western market and disregarded Asian market because of overcrowding. In
addition, the study conducted in the Asia reveals that 70% of the multinational
firms plan on engaging in international markets through the process of mergers
and acquisitions (Cherry, 2000 108). The
conduction of mergers with local western companies provided the best attribute
for the Asian Multinational companies to enter the western market. Acquisition
is another preferred method used by the foreign companies to establish
themselves in the new markets. These two channels are preferred because the new
entrant gains significant percentage of the market share that is already
established by the mother company. The use of these aspects of market entry has
increased the success rate of the Asian multinationals by a significant margin.
The
success of the Asian MNCs is also attributed to the aspect of adoption and
internalization of the cultural beliefs and aspects. During the entry into the
new environments, the Asian companies and employees have the challenge of engaging
in significant learning of the cultural practices and beliefs that will enable
them to engage in healthy completion with the other competitive companies.
Since the establishment of the multinationals in the Western nations, the Asian
companies have been profitable and have acquired significant share of the
market. The western markets are highly developed and the Asian companies must
interpret perfectly with the market demands to enhance increase in the
performance of their products (Karl P. Sauvant,
2008 79-87). The aspect of market identification and integration has
enabled the new entrants in the market to control significant share of the
market. Notably, the success of the Asian multinationals has been associated
with the adoption of globalization techniques. This entails the realization of
the market needs and enhancement of the adaptation skills to satisfy the needs
and wants of the market. In reality, this has been the secret of the Asian
multinationals that has led to their success in the western market. Some
factors leading to their success include the following.
The
realization of competitive advantage
The
performance of business is based on the realization of competitive advantage.
The realization of competitive advantage is extremely critical for the success
of business venture because it helps the stake holders to ascertain the
critical strong points of the organization. The establishment of Asian
multinationals has the competitive advantage of eligible top managers who
ensures that the goals of the company are realized. The realization of the
goals and vision of the company is largely dependent on the strategies adopted
by the top managers of the organization. In this regard, the analysis of market
records shows that the top managers Asian firms and MNCs have advanced
experience in the enhancement of the organizations performance (Kiichiro Fukasaku, 2000 231). One aspect
leading to this is their ability to interact with the employees and other
managers. Communication in an organization is extremely beneficial because it
enhances the performance of duties leading to the realization of customer
satisfaction.
With
the entrance into the western market, the top managers of the Asian MNCs were
able to conduct market survey to ascertain the needs and wants of the market.
Upon the entry it a new market, the MNCs are faced with both cultural and
social challenges. However, the realization of competitive advantage leads to
the establishment customer satisfaction and capturing of significant market share.
Because of the realization of competitive advantage, the Asian multinational
corporations have been able to launce competition with the western companies in
their market space (Luo, 2001 96). The
western companies are alarmed because of the competition threat posed by the
Asian MNCs who have mastered the cultural and social aspects of the market and
are able to satisfy the wants and needs of the market.
The
global expansion strategies
Studies
conducted on the performance of multinationals reveal that the identification
and adoption if expansion strategies are factors to be consider before
investing in new markets. In this regard, the Asian MNCs adopted the strategy
that allowed them to expand and adapt to the cultural and social aspects of the
western market. Through the use of this strategy, the MNCs have quickly adapted
to the western markets that they pose significant threat to the existing market
participants. The stake holders of the Asian MNCs have conducted adequate
research prompting the establishment of the companies in foreign territories (Paul J.J. Welfens, 1999 163). The management
of these companies also understands the needs to conduct expansion to satisfy
more customers. The strategy adopted by the Asian MNCs has allowed for rapid
expansion causing market threat to the western market participants. The Asian
MNCs have adopted the merger and acquisition technique that has enabled them to
acquire ongoing businesses with an established set of customers. This strategy
of acquisition and entry in the market has been conducive for the MNCs because
it has enabled them to enter the market and control significant market share by
providing more commodities and services to a great number of market users. In
addition, the use of merger and acquisition has enabled the Asian MNCs to
access the feedback for the market and make improvement on the brands (Paul J.J. Welfens, 1999 85). In business,
feedback is extremely beneficial because it enables improvement of commodities
or services and enhances customer satisfaction and creates brand loyalty.
The
expansion of the Asian multinationals corporations in to the western markets
has been driven by the desire to attain market integration. The survey
conducted by the World Bank classifies the Asian market as comprised of
developing economies while the western market is classified as developed
economies (Wendy Dobson, 1997 208). In
this regard, expansion of the Asian companies into the western market will lead
to their integration. In addition, the expansion of the Asian companies have
also been caused by the need to remain to competitive by adopting market
knowledge and strategic assets like raw materials and technological knowhow (Sang-Gon Lee, 1999 95). Other factors leading
to expansion includes the needs to access both organizational and managerial
skills that are largely available in the western market. Other the western
market, the Asian companies has been able to evolve and control significant
share of other markets from different continents like America, Australia and
Africa. The adoption of merger and acquisition strategy has been extremely
beneficial in enhancing the performance of the Multinational corporations (Sang-Gon Lee, 1999 108). The representation
of the activities of the MNCs is depicted by the chart below.
From
the above illustration, it is evident that the European market has remained the
most targeted market by the Asian multinational corporations.
Cultural
adaptation
Over
the period, various multinational companies have established the western market
as a viable and profitable market but the MNCs have take significant amount of
time to establish themselves in the market
(Theodore H. Moran, 2005 106). However, the survey conducted on the
region has revealed that the Asian multinational corporations took significant
amount of time to study and understand the market. The marketers of these
multinational companies understood the need to analyze the cultural and social
dimensions of the market (Shahid Yusuf, 2004 37).
The conduction of market survey and analysis is extremely beneficial because it
enable the participants to understand the complexities of the market. In
addition, the proprietors are able to define methods of a adapting to the
market. In this regard, the conduction of the survey was beneficial to the
Asian MNCs because it assisted them in drafting a make shift program for
capturing the market.
Studies
have shown that other multinational corporations from other regions failed to
capture significant market share of the western market because of the amount of
time they took to invest in the market. Upon realization of the cultural
aspects of the market, the Asian multinational corporation ventured into the
business of providing goods and services to the market (Tsang, 2002 219). Through the establishment of strong
globalization strategies, the Asian MNCs played significant role in the
establishment and enhancement of the western cultures.
Majority
of the Asian MNCs originally expanded to the new markets through green field
then proceeded to form joint ventures with the existing firms. This aspect
enabled the MNCS to study and understand the complexities of the market. The
depiction of future strategies to be used by the Asian MNCs shows that they
will use a combination of all the techniques to attain significant market share
in the western markets.
Retreived from (Aswathappa, 2005)
In order to enhance satisfaction of consumer
wants and needs, the establishment of the MNCs was done through acquisition and
merger so that delivery of commodities could not be interrupted. This aspect of
globalization has enabled the Asian MNCs to be on the forefront on the
establishment of MNCs and the realization of profitability of market venture (Yip, 2000 74). In addition, this aspect has
enabled the Asian multinational companies to control significant share of the
western market.
Conclusion
Over
the period, the rise in technology has enhanced the development of
globalization where nations can trade on a global perspective. In view of
market expansion, Asian multinational companies have been able to expand to the
other segments of the global markets. An example is the western market where
multinational companies controls significant share of the market. The Asian
corporations have been able to conduct globalization because of the
globalization strategies they have adopted. Analysis shows that they observe
the cultures and the social practices of the consumers and initiate methods of
satisfying the needs of the consumers. Another criterion for their success is
the usage of mergers and acquisitions. The method of acquisition has been
successfully used by the MNCs to establish significant share of the market in
the western where the activities of the multinationals has gradually increased.
The improvement in communication and telecommunications has enhanced expansion
and globalization of Asian MNCs. This has occurred because the company policy
makers are able to leverage the external business networks to ascertain the
existing opportunities and risks associated with the entry into a new market.
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