• Login
    View Item 
    •   Research Bank Home
    • Unitec Institute of Technology
    • Study Areas
    • Management and Marketing
    • Management and Marketing Dissertations and Theses
    • View Item
    •   Research Bank Home
    • Unitec Institute of Technology
    • Study Areas
    • Management and Marketing
    • Management and Marketing Dissertations and Theses
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The China-New Zealand Free Trade Agreement: Strategic implications for the New Zealand wine industry's market entry into China

    Ma, Ruming

    Thumbnail
    Share
    View fulltext online
    fulltext.pdf (740.0Kb)
    Date
    2006
    Citation:
    Ma, R. (2006). The China-New Zealand Free Trade Agreement: Strategic implications for the New Zealand wine industry's market entry into China. Unpublished thesis submitted in partial fulfillment of the degree of Master of Business, Unitec New Zealand, New Zealand.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/1258
    Abstract
    Driven by trade liberalisation, globalisation has been regarded as a predominant feature of world economy in the past fifty years. It has increased the interdependencies amongst world market and the diffusion of new ideas, technology, products and lifestyles through international market. No country or company can isolate itself from the integrated world economy and market that is emerging around us. As a result of the adoption of the economic reform and open policy, THE economy of China has grown quickly over the past two decades. China consequently was the largest absorber of foreign direct investment in several past years and was the third biggest country of international trade in year 2005. Potential in the market has been targeted by almost all countries and companies in the world. Capturing shares of Chinese market is regarded by entrepreneurs as a vital for further development, even survive. The ongoing negotiation of the Free Trade Agreement between New Zealand and China will provide New Zealand entrepreneurs with enhanced opportunities to enter this tremendous market, in this case, the New Zealand wine industry. However, whether New Zealand companies will successfully be there depend to large extent on what and how much they know about the market, including business environment and consumers’ behaviours. By relatively intensive research, this paper provides essential knowledge of Chinese wine market and suggestions for the New Zealand wine industry on how to enter the market. This research concludes that the New Zealand wine industry needs to enter Chinese market as early as possible. Suggestions on distributional channel selecting, pricing, packaging and labelling, consumer approaching, as well as initiating promotional activities are discussed and outlined. With regards with characters the New Zealand wine industry, joint ventures and non-production involved wholly owned subsidiaries are suggested as most suitable entry modes for New Zealand wine entrepreneurs to enter Chinese market.
    Keywords:
    Wine industry, China, New Zealand-China Free Trade Agreement
    ANZSRC Field of Research:
    Commerce, Management, Tourism and Services (350000)
    Degree:
    Master of Business (School of Business), Unitec Institute of Technology
    Supervisors:
    Frederick, Howard; Prebble, Dean
    Copyright Holder:
    Author

    Copyright Notice:
    All rights reserved
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
    Metadata
    Show detailed record
    This item appears in
    • Management and Marketing Dissertations and Theses [86]

    Te Pūkenga

    Research Bank is part of Te Pūkenga - New Zealand Institute of Skills and Technology

    • About Te Pūkenga
    • Privacy Notice

    Copyright ©2022 Te Pūkenga

    Usage

    Downloads, last 12 months
    33
     
     

    Usage Statistics

    For this itemFor the Research Bank

    Share

    About

    About Research BankContact us

    Help for authors  

    How to add research

    Register for updates  

    LoginRegister

    Browse Research Bank  

    EverywhereInstitutionsStudy AreaAuthorDateSubjectTitleType of researchSupervisorCollaboratorThis CollectionStudy AreaAuthorDateSubjectTitleType of researchSupervisorCollaborator

    Te Pūkenga

    Research Bank is part of Te Pūkenga - New Zealand Institute of Skills and Technology

    • About Te Pūkenga
    • Privacy Notice

    Copyright ©2022 Te Pūkenga