<p>Aim: SMT Wire has noticed that their sales of ESP wire are very low in China compared to India. SMT Wire now wonders how they can increase their market share in China.</p><p>Method: Personal interviews, telephone interviews and interactive conversations.</p><p>Result & Conclusions: SMT Wire should work each tier in the supply chain to gain more orders and increase their market share. It is important to have local representation and work close to the customers so that the customers can feel trust for Sandvik and Sandvik’s employees. The market for spiral discharge electrode material is good in China (the annual consumption is about cccc tonnes) and the market will probably be more and more mature for Sandvik’s high quality materials in a couple of years.</p><p>Suggestions for future research: Is it possible to have a more long-term price on the products on the Asia market? How can Sandvik keep its Chinese personnel? How can the Chinese personnel be trained to make contacting new companies easier for them? How can a foreign company create a guanxi-based selling with a high personnel turnover?</p><p>Contribution of the thesis: A strategy that can be adapted for stainless steel wire companies that want to increase their market share in China.</p>

Aim: SMT Wire has noticed that their sales of ESP wire are very low in China compared to India. SMT Wire now wonders how they can increase their market share in China. Method: Personal interviews, telephone interviews and interactive conversations. Result &amp; Conclusions: SMT Wire should work each tier in the supply chain to gain more orders and increase their market share. It is important to have local representation and work close to the customers so that the customers can feel trust for Sandvik and Sandvik’s employees. The market for spiral discharge electrode material is good in China (the annual consumption is about cccc tonnes) and the market will probably be more and more mature for Sandvik’s high quality materials in a couple of years. Suggestions for future research: Is it possible to have a more long-term price on the products on the Asia market? How can Sandvik keep its Chinese personnel? How can the Chinese personnel be trained to make contacting new companies easier for them? How can a foreign company create a guanxi-based selling with a high personnel turnover? Contribution of the thesis: A strategy that can be adapted for stainless steel wire companies that want to increase their market share in China.