The purpose of this study is to analyze the overseas expansion development of E.SUN Bank, a quite young and medium-sized Taiwanese bank which is positioned at high quality service though the regionalization in Southeast Asian (ASEAN) region. Overbanking situation and Following the customers are the main reasons for Taiwanese Banks going global. ASEAN is a potential market for E.SUN Bank due to the increasing trading and investing of Taiwanese firms and a rapid growth in banking sector in this region.
A case study is used to analyze the international strategy of E.SUN Bank in ASEAN region. Information in this study is come from interviewing the authorized persons in E.SUN and collecting secondary data. In which, Five-Force model and SWOT analysis are used to analyze the competiveness of banking industry and E.SUN’s pros and cons once enter in ASEAN.
By establishment of Representative Office and Branch, E.SUN Bank enter in ASEAN markets to fulfill a strong network in region. The close connection of Capability, Customer and Geography is the core factor of success of regionalization thank to the sharing and supporting resources, technology inside hub. E.SUN Bank is able to keep its milestone is providing excellent service at lower cost and less operations risk in region. Cross-selling also is adopted efficiently to take advantage of customers’ base in region.

The purpose of this study is to analyze the overseas expansion development of E.SUN Bank, a quite young and medium-sized Taiwanese bank which is positioned at high quality service though the regionalization in Southeast Asian (ASEAN) region. Overbanking situation and Following the customers are the main reasons for Taiwanese Banks going global. ASEAN is a potential market for E.SUN Bank due to the increasing trading and investing of Taiwanese firms and a rapid growth in banking sector in this region.
A case study is used to analyze the international strategy of E.SUN Bank in ASEAN region. Information in this study is come from interviewing the authorized persons in E.SUN and collecting secondary data. In which, Five-Force model and SWOT analysis are used to analyze the competiveness of banking industry and E.SUN’s pros and cons once enter in ASEAN.
By establishment of Representative Office and Branch, E.SUN Bank enter in ASEAN markets to fulfill a strong network in region. The close connection of Capability, Customer and Geography is the core factor of success of regionalization thank to the sharing and supporting resources, technology inside hub. E.SUN Bank is able to keep its milestone is providing excellent service at lower cost and less operations risk in region. Cross-selling also is adopted efficiently to take advantage of customers’ base in region.

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