JD Company International Marketing Strategy

With the economic globalization and the development of international market, international marketing is becoming more and more important. Faced with the less demand and government intervening as well as all kinds of trade tariff, it's key for small and medium enterprises to improve its management level, to utilize its full advantage and to grasp market opportunities to get fast development.JD company is a professional producer of lactic acid and its derivatives. Half of its output are exported. Among its 30,000tons of exported products, more than 20000tons are exported to the Europe. Only 2000tons of products are exported to the North America market which ocupies more than 40% of the whole global market share. And the quantity to Japan and South Korea is almost zero. More than 85% of exported products are low-end and less profit, among which 90% are lactic acid. There are many problems to limit JD company to explore the international market, such as the defunction of international marketing, low efficient of management, the clash of sales channel, the weak service and bad brand, etc. Within three years, JD company plan to improve the production capacity to 200,000tons per year, from now 70,000tons, thereas the domestic demand is less than 60,000tons. It's very important for JD company to improve its international marketing ability and make a scientific marketing strategy.Through the systematic analysis of the international marketing environment and its present situation, this article presents a detailed international marketing strategy. Focus and low cost strategy is a good choice for JD company to adapt to quickly improve export and international market share. Product, price, place, promotion and relationship are five key strategies to improve the marketing management level. Six activeties to guarantee the excecution of the strategy are also presented.This article combines relationship market and 4p's market strategy to create three innovations which are to choose different channels and to use students as agents. This article will speed up JD company's ablity in developing international market, improving international market share, brand recognition and full competitivness. This will lay a solid foundation for JD company to fast develop international market. And it also provids some references for the other small and medium sized enterprises.