文档介绍：2016-12-21 1 Chapter 3 The Economic Environment 2016-12-21 2 Starbucks: Is Starbucks making a mistake by trying to make coffee in a land of tea drinkers? having good information is liking having good eyesight. If you don ’ t have market research, you are behind. 2016-12-21 3 Introduction Why understanding the economic environments : to help managers predict how trends and events in those environments might effect panies ’ future performance there. How to predict the economic environments : a) describing countries by e level, location and economic system; b) looking at key economic indicators; 2016-12-21 4 An Economic Description of Countries ? Factor conditions/Production factors human resources, physical resources, knowledge resources, capital resources and infrastructure ? Demand Conditions/market potential position of home demand (quality of demand), the size and pattern of growth of home demand (quantity of demand), the internationalization of demand. 2016-12-21 5 China Opportunity Huge growing market ““ The single most important thing to happen in our The single most important thing to happen in our lifetime will be the emergence of China. lifetime will be the emergence of China. ””–– John Thornton, former President of Goldman Sachs John Thornton, former President of Goldman Sachs Now a Professor at Tsinghua University Now a Professor at Tsinghua University ?? GDP growth 9% per year since 1978. GDP growth 9% per year since 1978. ?? Consumers saving $1 trillion per year. Consumers saving $1 trillion per year. ?? 2002: China 2002: China became mobile phone market. became mobile phone market. ?? 2004: China will e No. 2 PC market. 2004: China will e No. 2 PC market. ?? Next 5 Years: Software & services CAGR Next 5 Years: Software & services CAGR ( ( Compound Annual Compound Annual Growth Rate) = 50%! Growth Rate) = 50%! 2016-12-21 6 Countries classified by e ? Criteria of the classification GNP (GNI) - the value of all