Research Of T Company’s International Marketing Strategy

As the most advanced and largest seamless steel pipe manufacturer in China, Tcompany’s achievement is still rising when the export environment is not good. In2011, The pipes production was3.5million metric tons. However, T company’scompetitors are still expanding the capacity and the raw material price is still risingunreasonably, which make T company’s business more difficult. T company must beinnovative marketing strategy, we must explore new marketing mode, in order tosmooth implementation of sustainable strategy to promote the goals of the company.First, the article use the method of PEST to analyses the macroscopicallyenvironment such as political environment, economic environment, socialenvironment and scientific environment. And according to Michael Porter’s FiveForces Model, to analyses the marketing environment of T company. Then this articledetailed analyses the marketing situation and problem during marketing of Tcompany. At last, optimizing the product strategy, price strategy, place strategy andpromotion strategy of marketing mix strategy, in order to make a progress of Tcompany’s marketing management.During study, I found that the existing marketing strategy of T company hasmany problems, such as single product structure, the low proportion of highvalue-added products, the rigid pricing mechanism, instability sales channel of partialmarket, lower loyalty of channel personnel and excessive reliance on distributors.Regarding these problems, this paper put forward the following suggestions:1.To optimizes the product structure: further development of premium connectionproducts, mechanical pipe and other products with high value-added.2. To improvepricing strategy: introduce competition oriented pricing strategy, long-term agreement,pricing strategic alliance and etc...3. To improve distribution channels: expediteoverseas office and overseas construction projects, increase the direct supply channels,and strengthen the management of distributors.4. To strengthen the promotion strategy: strengthen the brand building and enhance the market competitivenessentirely.This result has been widely applied and verified at the T company internationalmarketing in2013, fully comply with the prevailing marketing rule of internationalmarket, provides the decision support and theoretical basis for enhancing thecompetitiveness of enterprises in the international market, with a strong practicalvalue.