China's Water Service Market - Opportunities and Pitfalls for German Companies (Paperback)

Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0 A, University of Hamburg, 72 entries in the bibliography, language: English, comment: Die Arbeit untersucht die Chancen und Risiken eines Engagements auslandischer Unternehmen in dem chinesischen Wassermarkt. Hierfur bedient sich die Arbeit folgenden Instrumenten: eine PESTLE-Analyse uber die Marktentwicklung, eine Porters Diamond-Anlyse uber die Wettbewerbsbedingungen, ein mehrdimensionale Marktsegmentierung zur Marktstrukturierung, qualitative und quantitative Variablen zur Bestimmung von attraktiven Marktsegmenten und Risikomanagement Strategien basierend auf den Theorien von Sun Zi und Mark Dorfman., abstract: Since the beginning of the "Open-Door-Policy," China has scored remarkable achievements. Its GDP has grown from 150 billion to 1.65 trillion USD and its per capita GDP from 190 to more than 1,200 USD. However, the resources that such growth demands have raised concerns about the long-term sustainability and hidden costs of the growth. Many of these concerns are associated with the state of Chinas water resources. As demand for water has increased, so too have problems with water shortages, pollution, falling groundwater tables and flood/drought damages. To tackle these challenges the Chinese government increasingly encourages foreign companies to engage in the Chinese water market. Market research studies claim that this market holds promising business opportunities for both domestic and foreign companies. This thesis questions this observation from a foreign investor's perspective. It shows that the Chinese water market indeed holds business opportunities, but that these opportunities are mainly tied to certain sectors and regions. A questionnaire carried out between foreign managers showed that these opportunities go together with high market entry barriers and high market risks. Therefore, this thes