Jz Group Of Military International Market Development Strategy Study

Strategy is the fundamental factor for a successful organization, because it establishes the long-term development direction, operating range, competition advantages and implementing policies for an organization. Under an ideal circumstance, a right strategy can make the sources and capabilities of an enterprise suitable for the changing environments to achieve the organization's expectation. Therefore, implementing a reasonable development strategy and utilizing various potential sources and opportunities are the most important way to achieve successful operation of an enterprise.As the biggest manufacturer of Secondary Surveillance Radar in China, JZ group has achieved a great development in the export of military products. However, due to lack of appropriate strategy for its development in international market of military products, and also some traditional measurements and policies of marketing taken by JZ are humdrum and inefficient. The JZ group is facing strong competition and lots of challenges, which makes its future development in international market full of unknown factors. Therefore, working out an international market strategy is necessary for JZ group. Some issues such as how to recognize the advantage and disadvantages during the international marketing of military products, what measures shall be taken to meet the customer's requirement and how to exploit new market, etc., should be cleared and focused on during the future development of military product international marketing.Based on the analysis of the special features of military products and characteristics of international market of military products, this article analyses the macroenvironments and microenvironments of international market of military products made by JZ, and induces the developing trend of international market of military product. After comparing the preponderances and inferior conditions of JZ military products export, a development strategy of military products export is worked out, in that such policies as product, service, sales channel and realization method etc. are also mentioned in this article.After analysis and identifying, some conclusions are made in this article: firstly, JZ has the right opportunity and capability to enhance the technology research and development and production, and to enlarge the market occupation. The developing countries in the world, owing to the further requirement of national defense construction, are the target market of JZ military products. Secondly, the JZ military products are popular in some developing countries due to high quality and cheap price, so JZ should keep this advantage by the low-cost priority policy for the market penetration and market development. Thirdly, with the development and progress of technology, JZ should focus on the research and development of new technology and new products as to meet the customer's continuously changing requirements. Fourthly, to carry out the diversification of products and to decrease the risk and cost of operation, JZ should enlarge its products scope by the way of merging, cooperating with other domestic and foreign companies to get new technology and develop new products.