Development of Internationalization Strategy for Russian ERP-Developer X

This diploma is dedicated to the development of an internationalization strategy for the Russian company X in order to enter the Chinese market of ERP systems. The study examined the main aspects of internationalization, analyzed the company's current operations, its production facilities, internal conditions and international trade experience. An analysis of the global ERP systems market was also carried out and the target international market was selected - China. The study examined the macroeconomic environment, industry conditions and the market situation in China. Based on the data obtained, an internationalization strategy was developed, including the choice of a way to enter the market, an international strategy, the type of operations, an adaptation strategy, as well as organizational, logistical, tariff, price and advertising features. Company X is ready for internationalization due to its production capacity and competitive advantages. China was chosen as the target market due to the promising state of the ERP market in the country and the favorable economic and political situation. Despite the high competition and complexity of regulation, the rapid growth of the Chinese market indicates significant investment prospects. The developed strategy, supported by the necessary resources and additional market research, provides X with significant opportunities to expand and achieve success in the Chinese market. This study contains recommendations for the further development of an internationalization strategy that will help X effectively enter and gain a foothold in a new market.