The Research Of International Marketing Strategy In Hunan Sinoboom Heavy Industry Co., Ltd

When more and more Chinese engineering equipment manufacturers are approaching the international competition outside China, the Chinese heavy equipment industry has been growing up as a giant and diverse pole industry. Almost all the international famous names in this section have been directly or indirectly being involved in Chinese local market, while a big number of Chinese players having been involved outside of this land. All signs showed that Chinese engineering industry now is ready to play as the next destination for the world equipment manufacturing base.Hunan Sinoboom Heavy Industry Co.,Ltd (hereafter called as Sinoboom) is a technical-oriented machine producer, found on Feb.2008and focus on R&D, manufacturing, sales and service for aerial work platforms. Sinoboom sets up its vision to be act as an international brilliant equipment provider for better human life.When founded, Sinoboom defines its global strategy at the very beginning, targeting both domestic market and the market outside China. And the overseas sales department was set up for joining in the international competition. Facing a world market which is dominated by international big brands, critical issue and the big challenge for this SME-company are, how to implement proper and effective international marketing strategy, and how to forge the competition advantages or core benefits. It’s also an magnificent event as a example for a Chinese private-owned company on how to perform during this special Economic-update Times in China.This article is targeting to develop an international marketing and sales strategies package for Sinoboom, taking his industrial market environment, applying the international marketing theories and combined with the real situation of this company, and with the real experiences from this company during his part efforts, by the methodology of both quantitative and qualitative analysis.