捷克汽车业PESTEL分析
Czech automobile industry PESTEL analysis
考虑到汽车零部件行业的变化和持续发展，有几个因素与市场进入模式。评估和分析通过对优势和未来前景来看PESTEL软弱的棱镜与相关因素的复杂性（政治、经济、社会、科技、法律、竞争、货币）进行分析。PESTEL分析是宏观环境因素，将有助于该公司知道，推荐其国际投资者CZ市场结构情况（见附件1）。从分析中，显示了有利的投资条件，也显示了在汽车零部件行业的增长增加CZ。CZ的经济是稳定和传统的，国家投资更多的高制造业和技术部门，确实提供了良好的潜力，由于其丰富的遗产和政府援助计划的大力支持。作为欧盟的一员，其在欧洲中部的位置，拥有高度熟练的劳动力，高质量和创新的技术，先进的基础设施是吸引企业投资的关键因素。
In consecutive years 2002-2004, in Europe Czech Republic is one of the country which secured more automotive R&D projects and for accounting 20.2% of manufacturing output, for Czech exports 20.2% in 2007 and in automotive sector there are over 120,000 employees which is half of world's top fifty component manufacturers which is considered as the powerful engine for Czech economy (Czech Business Info, 2009). Furthermore it is given that Skoda combined with Hyundai new plant and Toyota/PSA will be soon producing 1,200,000 cars annually (Czech Invest, 2010). Czech Republic ranked 14th position in EU when compared to central and eastern European countries and its growth rate in automotive parts sector is increased to 7% compared to other segments in Czech (Czech automobile industry, 2010).
By considering the changes and continuous development in automotive parts sector, several factors are interlinked with market entry modes based upon market entry strategy. To evaluate and analyse the complexity associated with the factors through the prism of strengths and weakness in the future prospect of view PESTEL (political, economical, social, technological, legal, competition, currency) analysis is done (Lee & Carter, 2009). PESTEL analysis is a structure of macro environmental factors that will help the firm to know the markets situations in the CZ that are recommending for its international investors (see appendix 1). From the analysis it shows the favourable conditions to invest and also shows the increased growth of production in automotive parts sector in CZ. The economy of CZ is stable and conventional, the country is investing more in high manufacturing and technological sectors which indeed offers excellent potentials due to its rich heritage and strongly supported by government aid programmes (Czech Invest, 2010). As a member in European Union, its location that is in central Europe, it has highly skilled labour, high quality and innovative technology, advanced infrastructure are the key factors attracting the firms to invest in CZ (Czech economy, 2010).
The choice of entry modes represents one of the most important strategic decisions for foreign MNES whose desire to enter into emerging economies like Czech Republic. For automotive parts sector high resource commitment and proficiency human knowledge is essential. According to Tallman and Shenker, 1994 nature of market, operating cost and competition should be weighed against the firms cost integration versus profit which determines the level of risk in CZ automotive part sector control, flexibility and level of involvement (Lee and Carter, 2009). For direct investment factors like level of involvement, speed of entry, flexibility and risk is high but the returns will also be high. The level of risk for shared and controlled MNE's is medium.
Corporate objectives and resources:
Corporate objectives in automobile industry could be met but not easily. Automobile parts sector can be set up in CZ but it involves more investment and high cost.
The factors are evaluated and analysed as follows: Source: Tallman and Shenkar, 1994
Level of Involvement:
Because of the lively environment in automobile sector, the level of control and risk is high. The level of investments and risk is high for the companies in automotive sector so it is likely to involve in shared and wholly controlled mode.
Level of Risk and Control:
A high resource commitment is required for a firm investing in automotive parts sector. The level of risk is medium for shared and controlled mode. The level of risk is high and investment is more for fully controlled mode.
Speed
