THE BOTTERO GROUP AND CHINA. Company positioning in the global market and analysis of the entry strategy in the Chinese market.

Abstract

In the first chapter, after introducing the Bottero Group, reporting its history of expansion, talking about its values and mission, I describe the company’s core divisions (hollow glass, flat glass and special engineering). In the second chapter I outline the company positioning in the global market, mentioning its main competitors, clients and suppliers. The third chapter focuses on the Chinese market, its general characteristics and the perspective of Bottero. At this point, I also analyze the Bottero entry strategy in the Chinese market (Joint Venture with a local partner). In the fourth chapter, I specifically analyze the Bottero case study. I firstly outline the main features of the legal system in China, after I analyze the legal regulation of the JVs in China and then I examine the JV contracts between Bottero and its partner with a deeper dissection of the more sophisticated contract of 2009. Finally, I underline the common characteristics of Bottero to other western companies operating in China. The fifth chapter is a collection of interviews to key figures of the company. In the sixth chapter I organize a glossary of sector-specific and legal vocabulary I dealt with during the internships in the company and during my research.