1.1 Motivation In 2009 JYSK entered the Chinese market with an objective to open 500 stores within 5 years. However 4 years later the barriers have proven to be too strong and the company is considering giving up the entire expansion plan (Business.dk, 2013) describing the Chinese market as “the most difficult market in the world” (finans.tv2.dk, 2012). Based on this information it is interesting to examine the challenges JYSK faces and evaluate if they should consider giving up the expansion to China altogether.
1.2 Problem Statement How relevant would it be for JYSK to continue their entrance on the Chinese market? 2.1 Which macro and micro factors have the highest importance for JYSK on the Chinese market? 3.1 Which elements of the Chinese consumer behaviour are important for JYSK to consider? 4.1 What are JYSK’s internal strengths and weaknesses? 5.1 How could the current
