Abstract
This is part of a case series. HTH is a high-end home furnishing fabrics manufacturer and distributor. The company established showrooms, set up sales teams, and mange distributors to promote its products all over the world. HTH's creations are very popular among many developed countries. But the executive team of HTH gradually realized that the demands from the market of developed countries are actually getting to saturation. Board members were thinking to explore business opportunities in emerging countries, like China. Before making any decisions, a market research is necessary, since it will determine whether to enter the Chinese market and what market entry strategies should be formulated and thereafter implemented. This case series focus on market information collection, information channel evaluation, market situation analyses and choices on appropriate entry strategies. After discussion on this case, students will understand how to conduct preliminary market research and how to, accordingly, work out an entry solution, when a firm would like to develop the Chinese market. It is suggested to be taught at the beginning strategic management course, when students try to learn how to analyze a market, formulate strategies but do not know how to pick up and evaluate information sources.