Research On Changhong(Pakistan)market Development Strategies

With the accelerated development of economic globalization, international Changhong is the inevitable choice to adapt to market competition. In view of the different environments for the target market, Changhong, according to its manufacturing and technical advantages, has chosen a combination of international strategy with its own brand, custom processing, OEM processing and co-branding. Since 1998, after 14 years of exploration and practice, Changhong has basically realized the transition from product internationalization to the internationalization of capital, the international brand, and personnel internationalization.Changhong takes advantages of RUBA Group in the local social resources and marketing network, while RUBA utilizes Changhong’s manufacturing advantage, technical superiority and brand promotion advantage. For maximum requirements of both partners, partners registered CHANGHONGRUBA as a joint brand in Pakistan, and incorporated CHANGHONG-RUBA Trade and Manufacturing Company in the charge of the joint venture company, in which both not only have a fast and accurate understanding of consumers’ consuming habits and product features, but also focus on the strengths of both resources, quickly locking the target market and target customers. Taking the development and practical management of the Changhong Pakistan subsidiary as a case, this paper concludes and analyzes this cooperation in a combination of theory and practice. With the PEST model, Value Chain model and SWOT analysis of strategic management in the field of management, this paper also probes into the effects of strategy formation, strategic decision-making, risk management and other elements, summarizing successful experiences and lessons in the process of cooperation. On the one hand, it can make the necessary accumulation of markets and experiences for the entry of Changhong brand into South Asia, West Asia, the Middle East and Europe. On the other hand, it will help develop Changhong internationalization strategy mode. In addition, it is of great reference significance for the international strategy of the domestic enterprises.