International Marketing Strategic Analysis In SME

As economy globalization becomes a world trend, especially since China joined WTO, China's small and medium size export enterprises have been facing more opportunities and challenges. Although small and medium size export enterprises have been decisive forces in China's export business in the past few years, their disadvantages are becoming more apparent and hindering their development as domestic and overseas trade situations change and export enterprises develop. Meanwhile, China just joined WTO, the export business structure is at its early stage. As China's trade surplus keeps increasing, Chinese government is pursuing various new policies to balance its revenues and expenditures and improve industrial structure. Under this background, small and medium size export enterprises should adapt to global economy demand and take advantage of global marketing strategy in order to expand exporting business.The thesis contains four sections. The definitions of small and medium size export enterprises are provided first, the current domestic and overseas economic environment and difficulties faced by the enterprises are then discussed, the thesis gives detailed SWOT analysis of current situation of small and medium size export enterprises such as XIAMEN ZS ENTERPRISES CO.,LTD., and provides solutions and suggestions on international marketing strategies using STP AND 4P-4C theories. We think small and medium size export enterprises should focus on customers, enhance market segmentation, targeting and position,, provide differential products to match the customer's requirements, set reasonable prices to deduct the total costs, through effective & convenient places, design the attractive promotion plan based on sufficient communication, to satisfy customer demands. Meanwhile, small and medium size export enterprises can take advantage of export subsidy and explosion of E-Commerce to expand export business and develop themselves.