Doing Business in China : Market Entry Strategies for a Foreign Print-On-Demand Company

This bachelor thesis is an intensive research for company Printful AS. Research is focuses on strategic decision of how foreign print on demand company can successfully enter Chinese market. Printful is founded in 2013 and it is a Latvian print on demand company that based in the United States and Latvia. They have over 500 employees all over the world. Due to the company rapid expansion, they aim to target the market in China and they are looking for the best strategy and advice to enter the market successfully. \nPurpose of this thesis is to focus on choosing a right market entry strategy and determine some factors that can affect decision as well as print on demand and E-commerce theory, PESTLE analysis that evaluates several macro-factors and marketing tools. Cultural dimensions are also discussed in this thesis as there are different ways of communication style that may influence doing business between China and Latvia. Aim of this research is to come up with advices and ideas for Printful AS to define which methods would suit best Printful’s purposes and objectives. Context for theoretical part is the basis for this research, mainly gathered using printed materials like books, electronic books, professional blogs and articles. In order to evaluate research data and identify issues, threats and opportunities, qualitative research was carried out in a face-to-face interview between two professionals. \nAccording to research finding, it shows strong indication of adopting to local culture and corporate culture with local partner when entering Chinese market is a key to success. The best strategy for Printful AS is to enter either a joint venture or a strategic partnership.