Chartwell Technology Inc: Strategic market entry into an emerging Asian economy

Globalization has prompted an increasing number of multinationals to develop expansion strategies for emerging markets. China is considered one of the most promising economies, and it is receiving major foreign investments for the marketing of varied products and services. Online gambling software providers have also responded to potential Asian gaming opportunities and they are constantly trying to capture operators in Asia. Their progress are hindered from the ambiguity of online gambling laws in China, and the absence of product customization that appeals to cultural values and needs of Chinese online gamblers. Through analyzing China’s business environment, the online gambling software providers’ industry, and the internal situation of Chartwell Technology Inc, a company that produces online gaming software, this paper recommends how the Chinese market should be entered and how Chartwell can effectively market its product. This paper in no way endorses or promotes online gambling.