Analysis Of XXX Company's International Sales & Marketing Strategies

XXX Company is one of the famous Chinese telecommunication equipment suppliers whose core business is optical communication equipment. The company now has a special "International Business Department" to handle international sales & marketing and has established representative offices at Indonesia, India, Iran, Thailand, etc. With average annual overseas sales about several million US dollar, it's performance at international markets is not that satisfactory compared with two other Chinese companies: Huawei and ZTE. In early 2004, the company made a decision to strengthen the development of international market. Under current circumstance, should the company invest in international market on a large scale? What kind of strategies should the company apply for international business in order to achieve a better performance?This thesis studies the international business strategies of the company. First, the thesis gives a brief introduction of the company. Secondly, the thesis analyzes the global market environment of optical communication equipment, including the status & trend of global market, market opportunities in some areas, product trend and application market trend. It also gives a brief introduction of the company's major competitors.Then, the thesis analyzes the competitiveness of the company in the field of global market in some respects such as performance in domestic & overseas markets, strengths and weakness. As far as the performance in domestic & overseas markets is concerned, the company has obtained some competitiveness supporting it to do overseas business. But compared with Huawei and ZTE, the competitiveness is relatively weak. Through the analysis of the company's strengths and weakness, it is found that except for price advantage, the company is at disadvantages in terms of many other key factors measuring competitiveness in international markets.Lastly, the thesis presents the guidelines and strategies that are relative to the situation of the company including cost-leading strategy, concentration strategy, flexibility strategy as well as aid-seeking strategy. Cost-leading strategy can be implemented by controlling the total cost through managerial measures, lowering manufacturing cost by technologic measures and lowering marketing expense by using distribution channels. Concentration strategy can be implemented by selecting & focusing on key areas, differentiating markets & focusing on key customers as well as focusing on advantageous products. Concerning the deployment of sales & marketing forces, the company should take a flexibility strategy, give priority to "mobile war" and implement project management in order to direct and increase the efficiency of the resources. Aid-seeking strategies include selecting suitable overseas companies as strategic partners, OEM, as well as using favorable financial proposal and national foreign-aid policy in large projects.