The Global Marketing Development Research Of Yunnan Yuntianhua International Co.,Ltd

In recent years, multiple new type Phosphate&compound fertilizer projects within china have been completed and put into operation in succession.The domestic phosphate&compound fertilizer industry market is now in an unsaturated state, with market opportunities becoming less and less and enterprise’s increasingly urgent demand to update larger market capacity for their accumulation of capital, technology and product. As a large-scale enterprises, Yunnan Yuntianhua International Co.,Ltd. occupies a leading position in domestic China and has a certain influence in international Phosphate&compound fertilizer industry. However, due to the acceleration of economic globalization together with the impact of the international financial crisis, the competition between the fertilizer suppliers in the global scope is becoming intensely fierce. How to develop and implement a powerful international marketing strategy becomes a major concern which has already been put on the agenda.In this paper, we put Yunnan Yuntianhua International Co.,Ltd. as the research object to comprehensively study the company’s drive into international markets. Firstly, we thoroughly analyzed the company’s current development situation in international marketing course by giving an overview of Yunnan Yuntianhua International Co.,Ltd. and pointing out its existent problem. Secondly, we use the SWOT analysis method to study the changing environment of global market from both internal and external sides. Thirdly, we introduced the market positioning of Yunnan Yuntianhua International Co.,Ltd. focusing on its orientation and target. Finally, we put forward a series of practical market development safeguard measures for the Yunnan Yuntianhua International Co.,Ltd. corresponding to the following four aspects:the assurance of strategy organization, technology and human resources. This paper has been tested to be theoretically meaningful and practically instructive for the Yunnan Yuntianhua International Co.,Ltd. in expanding international market and promoting international competitiveness.