Research On SY Company's Overseas Market Expansion Strategy

At present, China adopted various measures to encourage exports and adjusted the industrial structure of foreign trade. All of these leads many enterprises who originally only focus on manufacturing to begin to pay more and more attention to expand overseas markets. For foreign trade companies, their key to survival and development in the fierce market competition is how to highlight the competitive advantage to explore overseas markets.SY Company is a typical small and medium-sized foreign trade enterprise that engages in the export of large metallurgical equipment. Although the company has accumulated stable customers during the development, they still choose to expand overseas markets to develop.This paper mainly in-depth research for SY Company overseas market expansion strategy and discuss SY Company's strategic choices and effective implementation. This paper analyzes and summarizes the academic research status and development trend according to the domestic and foreign strategic management theory academic research, and analyzes the SY Company overseas market expansion strategy research as the specific case.First, this paper analyzes the external environment of SY Company. Using PEST to analyze the macro environment, using Potter's five kinds of competitive power, industry life cycle theory and matrix analysis of competitive situation to analyze the industry environment of the steel making electric arc furnace, summarizing the facing opportunities and threats of SY Company overseas market expansion, and use EFE to analyze opportunities and threats. Secondly, this paper analyzes the internal environment of SY Company including the current situation, resources and capacity. Using IFE to analyze and evaluate the company's strengths and weaknesses. Finally, based on the results of EFE and IFE matrix, this paper use SWOT to ensure the development strategy of overseas market expansion for SY Company, and also choose implementation of new market development, alliance and diversification, and worked out the preliminary, follow-up, lasting security measures.Not only development of similar small and medium-sized enterprises, but large export foreign trade enterprises, refers to SY Company overseas market expansion strategy research.