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My Targeted Market: International OEMsPerhaps the easiest market for a Westerner to understand and relate to his own home market is the supply of components to International OEMs with whom they are already doing business. These OEMs have established their own factories in China, and are receptive to approach from their current suppliers. The OEM already knows the supplier, the two have established quality guidelines, processes and procedures and the OEM often sees an opportunity to move more quickly with a supplier that already "knows the ropes". The Western supplier faces many challenges that inhibit their confidence in making the necessary investment to achieve the promised success or perceived potential. Some of the challenges they face are the lack of familiarity with the way to do business with the Chinese employees (especially Procurement Departments) of the OEM, the initial investment required, the ability to be confident in a risk-reward analysis, confusion with the culture, and their concern about their ability to support a customer that is 12 time zones away. Additionally, there is almost always a challenge competing with local suppliers on price. These challenges can be surmounted, sometimes surprisingly easily, with approaches that are fundamentally different than the way they do things in their home markets. Read How can I optimize the Customer's Perception of Value and Cost? |
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