Research On The International Market Development Strategy Of WD Company Specialty Tires

With the development of economic integration and the increased demand for specialty tiresin the international market, the choice of entering the international market strategy for themanufacturing enterprises of specialty tires received more and more attention. With China’saccession to the WTO in2001, more and more enterprises entered the international market andbegan to international business. After the16th National Congress is held, the countryrecommended the implementing of the “Go-Out” policy, and encouraged Chinese enterprises toexpand the business abroad to seek the investment and cooperation overseas, which brought anew opportunity of expanding the international market for Chinese manufacturing enterprises ofspecialty tires. Through the exploration and practice for several years, WD Company has made acertain progress in the development of specialty tires’ international market, the sales increasesyear by year and the region of market expands continually. However, the development of WDCompany’s specialty tire doesn’t have a early start, which is conservative at the beginning, so ithas a certain scale after several years’ development. But WD Company has to face manydifficulties and challenges when developing the international market, so it must understand itsown strength and weakness enough, target the reasonable international market developmentstrategy that suits its own company in accordance with its actual condition.Through the deep analysis of internal and external environment faced by WD Companyduring the period of the international market development, with the guidance of strategicmanagement theory, market development strategy theory and diversification strategy theory, thisthesis analyses the strength and weakness, and the opportunities and threats of WD Company inthe target markets. Through deep consideration and discussion of how to carry out theinternational market development strategy of WD Company specialty tires, the thesis makes thestrategic combination and the suggestion of strategy implementation, then puts forward theproblems that should be paid attention to and the corresponding safeguard measures, whichadapts to WD Company’s own characteristics of developing the international market.