KONKA¡¯S LOST IN POLISH MARKET

Konka group is one of the biggest TV set manufacturer in China and Konka is the leading brand in Chinese TV market. Facing the drastic competition of Chinese market, Konka started its globalization in1999. In year 2000, Konka exported more than 450, 000 TV sets, which was 10% of its whole year production.
Konka¡¯s marketing strategy was proved very successful in the United States, within 2 years, Konka had sold 650,000 TV sets in US and obtained more than 3% of the US market. Because of its lower price and good quality, this brand soon became well known in North America. Encouraged by the success in US market, Konka started their business in east Europe (they didn¡¯t choose west European countries because of European Union¡¯s restriction to Chinese TV producers) and chose Poland as the first goal. Unfortunately, there they encountered their first defeat in the global market.
Konka had already gained close relationship with some world-wide retail companies such as Carrefour an...