Hard-line Import And Export Companies In India Marketing Strategy Research

Through the analysis of Zhuzhou Cemented Carbide Imp.& Exp. Co. with the SWOT method, the thesis has the view that the corporation should apply the steady-going strategy to exploit the North American market, the West Europe market and the Japanese market in 2004 ~ 2006, and apply the jack-up strategy to exploit the Indian market at the same time. The direct exportation model will be the main way to enter the Indian market; the international strategic alliance may be tried too. The thesis proposes the corporation may apply the merger and acquisition of the Indian domestic firms to set up a subsidiary company, with the purpose to enter the Indian market more quickly and efficiently.To accomplish its strategic goals in exploiting the Indian market, Zhuzhou Cemented Carbide Imp.& Exp. Co. should apply some matching marketing tactics such as product tactics, price tactics, distribution tactics and promotion tactics. The product tactics include the optimization of products, the R&D of new product and the management of trademarks. The price tactics propose that the corporation should build a flexible price and payment system. As to distribution length, direct channel and one level channel should be used. As to distribution width, the sole agency should be applied, it is also important to strengthen the management of middlemen, customers' services and the unexpected merchandise flowing. As to promotion tactics, the corporation can appeal to the application of advertisement, public relationship and sales promotion measures.