PROSPECTS FOR DOMESTIC ENTERPRISES TO ENTER THE MARKET OF ELECTRICAL ENGINEERING EQUIPMENT OF THE PEOPLE'S REPUBLIC OF CHINA

Abstract

The article is devoted to topical issues of analysis and forecasting of entry into a new market of enterprises that have certain differences in the sale and promotion of their products, or specialized products that are in demand in a narrow industry in a completely unfamiliar market. This analysis is the most difficult for the company, because the generally accepted rules of analysis may not work in part due to lack of information and features of the product or market. That is why in this article the analysis of an unfamiliar market on the example of the Chinese market was considered. The researched enterprise is interested in the field of electrification of the subway and light rail transport as the most profitable, that is why the Chinese market was chosen as the most voluminous. The influence of geographical, demographic, economic, legal, scientific and technical, political factors on the researched market and the researched enterprise was estimated. Barriers to market entry have been identified and their strength assessed. the threat of the emergence of competitors already operating in the international market was assessed. The volume of the market, its growth rates and characteristics of consumers in this market were determined, as well as the most attractive consumer organizations. Problems in the use of information by the consumer have been identified. Factors that may affect the emergence of a new player in the market are analyzed. The influence of competitors and their threat is assessed. The strength of competition in the industry and the strongest competitors is determined. The factors influencing probability of emergence of analogous goods are revealed. The possible behavior of raw material suppliers is analyzed and their sufficient availability is checked. The power of consumers in the studied market is analyzed. In practice, there was a study of the systematization of market factors, their impact on the market situation and the interaction between them. It should be noted that certain solutions were proposed to solve current problems of analysis and collection of information in a new unfamiliar market.