Case Name :      Trojan Technologies, Inc.: The China Opportunity

Authors :           Pratima Bansal, Paul W. Beamish, Ruihua Jiang

Source :             Ivey Publishing

Case ID :            99M028

Discipline :        General Management

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The senior market associate of Trojan Technologies reflected on the water shortages anticipated in developing countries created by their explosive economic growth. Trojan sold water disinfecting equipment, and the senior market associate’s job was to find new areas for growth. China was particularly intriguing because it had as much water as Canada, but 40 times the population, and its economic boom would further stress current water resources. Trojan had set growth hurdles of 30% per year, and it needed new markets to reach that objective. The task in new market development was to determine whether Trojan should enter China and, if so, when, where, and how. The associate knew little of China: how decisions were made for water disinfecting equipment, whether Trojan’s patents would be protected, and what level of resources would be required. The vice president of new business development wanted to see recommendations within the month.