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Chapter 2 Individual Application Papers

University of La Verne Graduate School of Business & Public Administration BUS 581 Managing in a Global Economy Fall Term 2013

Chapter 2 Individual Application Papers Discussion Topic Explain what is meant by “global chess” and why companies that are adept at playing global chess have an advantage over their competitors. Instructor: John C. Sivie Student Name: Kejia Ren (Ryan) Student ID: 11481562 Due date: 09/11/2013

Chapter 2 Individual Application Papers

Companies go international for a variety of reasons, but the goal is typically company growth or expansion. But there are some sets of macro forces that drive, constrain, and shape the industries in which entities compete globally. In this paper, it will focus on the “global chess” for the company, also discuss about the “global chess” and why companies that are adept at playing global chess have an advantage over their competitors. With the changes in the external environment, or changes in the internal environment, the major companies driven by a variety of factors carried out in global operations. Then there is the globalization trend for the company. This is called the “global chess” strategy. There are many company used the “global chess” strategy in their company. The “global chess” strategy consider worldwide companies operating have more advantages than only one country companies operating. The reason is that the company can be used the worldwide companies operating profitable in other countries company which make up for losses on the market. For example, the Toyota is a company which used the “global chess”. Toyota is a global company in the world. Toyota has factories in most parts of the world, manufacturing or assembling vehicles for local markets.(Wikipedia, 2013) In the U.S., people need the car for out going, so after the demand of Japan was saturation, Toyota external the market in the U.S.. Toyota is a Japanese company which the net revenue of Japan less than North America. The geographical regions shows that the demand of the Japan also less than North America.

(Toyota's net revenue by geographical regions for the year ended March 31, 2007) According to the article named “Toyota profit surges on U.S. sales, weak yen”, it said : “TOKYO (MarketWatch) — Toyota Motor Corp. on Wednesday said its net profit for the January-March quarter surged from a year earlier as solid U.S. sales and a dramatically weaker yen helped lift its bottom line.” (Koh & Yoshio, 2013) The befits and advantages of the “global chess” is the operation profits in the other countries. Related with Toyota company, the article shows that the operation profits of the Japan less than the U.S., or the economic downturn of the Toyota in Japan. But it has other countries remained profitable.

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Chapter 2 Individual Application Papers

There is another example is IKEA, IKEA is a Swedish company registered in the Netherlands that designs and sells ready-to-assemble furniture, appliances, and home accessories. It also a global company. “As of October 2011, IKEA owns and operates 332 stores in 38 countries.” (Wikipedia, 2013) According to the article named “IKEA Taking China By Storm”, it said: “IKEA's sales in China have risen by more than 20% so far this fiscal year.” (HANSEGARD, 2012) China is a populous country. It also a huge demand for the furniture with the rise of Chinese real estate industry. “On a Saturday, we have 28,000 visitors in our store in Beijing. That equals the number of weekly visitors in an IKEA store of similar size in Western Europe” (HANSEGARD, 2012) This shows that the demand in China. It is a good marketing in the world. No matter of the Toyota or IKEA, there are very successful global company in the world. Those two company used the “global chess” strategy in their company. They seize market opportunities. And the rational to use of the “global chess” strategic to get competitive advantages.

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Chapter 2 Individual Application Papers

Reference: Wikipedia. (2013, September 09). Toyota. Retrieved from http://en.wikipedia.org/wiki/Toyota Koh, Y., & Yoshio, T. (2013). Toyota profit surges on u.s. sales, weak yen. Retrieved from http:// www.marketwatch.com/story/toyota-profit-surges-on-us-sales-weak-yen-2013-05-08 Wikipedia. (2013, September 10). Retrieved from http://en.wikipedia.org/wiki/IKEA HANSEGARD, J. (2012). Ikea taking china by storm. The Wall Street Journal, Retrieved from http://online.wsj.com/article/SB10001424052702304636404577293083481821536.html

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