指导英国essay:Opportunities and Threats of the retail ind_英国essay_ESSAY

本文是一篇英国留学生essay，本文将研究欧盟扩大对零售业的影响。分析了对跨国企业和中小企业的影响。对于跨国公司，特易购选择了一家英国公司进行详细讨论。
In this essay, the effects of enlargement of EU on the retail industry will be studied. Both the effects on multinational enterprises (MNE) and small and medium-sized Enterprise (SME) are analyzed. For MNE, a UK-based company Tesco is selected to have a detailed discussion.

在欧洲，推动经济和政治一体化的目标占主导地位。这一目标是“维护国家间的和平”（Suder，2008年第2页）。建立欧盟的目的是促进它的发展。欧盟成立后，扩大了许多倍。许多新成员加入了它。对于跨国公司，特易购选择了一家英国公司进行详细讨论。分析了机遇和威胁。论文的其余部分组织如下。首先，对欧盟零售业进行简要回顾。在这一部分，最大的是排名。在最大的一家公司中，特易购被选为一家英国公司进行详细的介绍。本文还将作为一个典型案例，探讨欧盟扩大对跨国公司的影响。然后，分析欧盟扩大对零售业的机遇和威胁。分析中分别讨论了中小企业和跨国企业的影响。最后得出结论。在结论中，将进行全面评估。评估是基于文章的内容，并根据欧洲的发展水平。

In Europe, there is a predominant objective, which drives the economic and political integration. This objective is “keep peace among nations” ( Suder ,2008 p.2). The aim to establish Europe Union (EU) is to promote it. After EU was established, it was enlarged many times. Many new members joined it. For MNE, a UK-based company Tesco is selected to have a detailed discussion. Both the opportunities and threats are analyzed. The rest of the essay is organized as follows. First, a brief reviews will be made in the retail industry in EU. In this section, the biggest ones are ranked. In the biggest ones, a UK-based company Tesco is selected to have a detailed introduction. It will also be used as a typical case to discuss the influence of enlargement of EU on MNE in the rest of the essay. Following that, both the opportunities and threats of enlargement of EU to the retail industry will be analyzed. In the analysis, the influence on SME and MNE is discussed respectively. Finally, the conclusion will be made. In the conclusion, an overall evaluation will be made. The evaluation is based on the contents of the essay and in the light of development on a European level.

欧盟零售业概况

与美国相比，欧洲的零售业并不弱。在欧洲，排名前五的零售商是沃尔玛、家乐福（法国）、麦德龙（德国）、乐购（英国）、施瓦茨•昂特梅恩斯•特雷和千克（德国）（芭芭拉，2011年）。它们都是跨国公司的典型例子。其中，特易购，一个英国的企业，将给予详细的介绍。特易购是一家全球通用商品零售商。总部设在英国。在英国，这是继沃尔玛之后的第二大利润公司（路透社，2011年）。它在14个国家都有商店。其业务覆盖欧洲、北美和亚洲（2011年为全球业务）。零售业中的跨国公司在欧洲市场中扮演着核心角色。除此之外，欧洲还有许多中小企业。欧盟的扩大对零售业的这两类企业都有重大影响。

Brief reviews in the retail industry in EU
Compared with the USA, the retailing in Europe is not weaker. In Europe, the top five retailers are Wal-Mart, Carrefour (French), Metro AG (Germany), Tesco (UK), Schwarz Untemehmens Treuhand KG (Germany) (Barbara, 2011). They are all typical examples of MNEs. Among them, Tesco, a UK-based enterprise will be given a detailed introduction. Tesco is a global general merchandise retailer. It is headquartered in UK. In UK, it is the second largest one following Wal-Mart measured by profits (Reuters, 2011). It has stores in the 14 countries. Its business covers Europe and North America, and Asia (A global business, 2011). The MNEs in the retail industry play a central role in the European market. Except them, there are also a great many SMEs in Europe. The enlargement of EU has significant implications on both of the two kinds of enterprises in the retail industry.

本节的机会后，在零售业will be the analyzed分别。
在零售业的机会

there are many of the扩大商业机会触发欧盟模式。the Common规例的免费服务，货物运动的杂志，杂志给首都商业机会（make the空气日期2010年1月17 suder after the，2008年，第5页）人和货物，服务首都，是自由流动的固体聚合物在欧盟国家，更多的商业活动frehley can be done。跨国公司直接投资可以使国家在固体聚合物。when there are more the countries欧盟国家中，that can be will be黑莓自制的直接投资。扩大后的欧盟25成员is with the资本，货物和服务，是自由移动。This is for专业和吸引力的外国直接投资在欧盟和欧盟内流（KáLMáN，2006）。中小企业在零售行业compared with this is the more，the零售业跨国公司在attractive to，因为茶叶专业玩家of them are的外国直接投资。they can choose，货物，服务，首都minimize frehley to the杂志的成本效益和效率的提高，maximize，学院和服务素质。This is also to中小企业，好的机会。重要的是，他们也在部分企业在价值链of the many。他们也从外国直接投资的好处，虽然他们很少让indirectly，directly外商投资。

Following this section, the opportunities in retail industry will be analyzed respectively.

Opportunities in retail industry

There are many business opportunities triggered by the enlargement of EU. The common regulations for free movement of goods, services, capitals and people give make the business opportunities larger (Suder,2008, p.5) After the goods, services, capitals and people are free to flow in the member countries in EU, more business activities can be done freely. MNEs can make direct investment in the member countries. When there are more countries in EU, the countries that can be made direct investment will be more. After the EU is enlarged with 25 members, the capital, goods and services are free to move. This is a major and attraction for foreign direct investment flow inside EU and outside EU (Kálmán, 2006). Compared with SMEs in the retail industrie, this is more attractive to MNEs in the retail industry, because the major players of foreign direct investment are them. They can choose goods, services, capitals and people freely to minimize the costs, maximize benefits, and enhance efficiency and qualities of service. To SMEs, this is also a good opportunity. They are also a vital part in the value chains of many businesses. They also benefit from foreign direct investment indirectly, though they seldom make foreign investment directly.

许多行业来自广泛的产业。零售业是不例外的。零售业是从一开始就意味着的。The Purchasing Power in the Ingo countries is rising（Severine，2006）.随着时间的推移，在零售业中的生意将成为工作的一部分。这是在零售业中的公牛和中小企业的机会。随着时间的推移，他们可以在一个统一的道路上完成他们的计数，因为许多关键因素在商业上是自由的，而当地的政策对他们的业务是相似的。他们可以将其成功的做法折叠给另一个国家。小规模的变化需要在新国家的市场上进行。但是，小的变化不意味着改变。任何国家都有其具体的当地情况，如果没有变化，就可以做到这一点。

Many industries benefits from the enlargement. The retail industry is no exception. The retail industry benefits significantly from the EU enlargement. The purchasing power in the accession countries is rising (Severine, 2006). With the purchasing power rising, the business in the retail industry will be booming. This is an opportunity for both MNEs and SMEs in the retail industry. With the enlargement of EU, to MNEs, they can manage their companies in a uniform way, because many key factors in business are free to flow and the local policies concerning their business are similar. They can replicate their successful practices to another country with little changes. Little changes are needed to make to develop the market in a new country. But, little changes do not mean no changes. Any countries have their specific local situation, if no changes are made, the practice may fail.

跨国公司在新的国家开拓市场的方法很多。他们可以找到一家合资企业。他们还可以在当地收购其他一些公司。在实践中，乐购的合资经营方式并不成功。特易购未能通过合资企业进入法国市场（Severine，2006年）。它从失败中吸取教训，通过收购战略成功进入捷克，其成功还在于创建“有效的分销网络和本地化产品”（Severine，2006年，第13页）。事实表明，要开拓一个新的市场，最好收购本地公司，并与合资公司进行比较。原因可能如下。欧盟扩大后，收购本土企业既容易又有效。这使得与合资企业合作的优势变得更小。此外，欧盟扩大后，许多跨国公司将开拓国外市场，竞争将十分激烈。如果对本土企业的控制力较弱，那么竞争力就会很弱。事实也表明了另一个结论。有效的分销网络和本地化产品是跨国公司开拓新市场的重要因素。随着跨国公司在新的国家开拓新市场，中小企业也可以从中受益。他们可以与新的跨国公司一起寻找机会，实现双赢。他们可以为跨国公司设计本地化产品。此外，分销网络是零售业的重要组成部分。跨国公司建立的分销网络可供当地中小企业使用。#p#分页标题#e#

There are many methods for MNEs to develop market in a new country. They can find a joint venture. They can also acquire some other companies in the local place. In the practice Tesco, the method to make a joint venture was not successful. Tesco failed to enter the French market through a joint venture (Severine, 2006). It learned from its failure and succeeded entering Czech through the strategy of acquisition and its success also lied in the creation of an “effective distribution network and localized products” (Severine, 2006, p.13). The facts show that to develop a new market, it is advisable to acquire local companies, compare with the method of doing it with a joint venture. The reason may be as follows. Since the EU is enlarged, it is easy and effective to acquire local companies. This makes the advantages of doing it with a joint venture become smaller. In addition, since the EU is enlarged, many MNEs will develop their foreign markets, the competition will be harsh. If the control for the local companies is weak, the competitiveness will be weak. The facts also show another conclusion. An effective distribution network and localized products are vital factors for MNEs to develop new markets in new countries. With the MNEs developing new markets in new countries, SMEs can also benefits from it. They can seek the opportunities with new MNEs to reach a win-win solution. They can design localized products for MNEs. In addition, the distribution network is a vital part in the retail industry. The distribution network built by MNEs can be utilized by the local SMEs.