Research On Marketing Tactics Of HL Furniture Export Company

With the fast increasing national economy, our government encourages our exporting companies via many policies such as the Tax Refund, Export Financing, Exchange Dumping, and Free Trade Zone. Our export-oriented manufacturer entered the sustained and rapid development stage. Making a considerable proportion in the national exporting turnover, our furniture exporting industries met a good opportunity to develop. However, in the conditions of fluctuation of international economic environment, the continuous appreciation of the Renminbi, the continuing rise of the raw materials, the increasing labor fee, as well as the stringent requirements of international carbon emissions, the furniture industry faces an unprecedented challenge.HL Furniture Company, as an export-oriented enterprise, specializing in outdoor furniture, should seize these opportunities and overcome these external pressures and challenges.Based on the developing status of this company, the enterprise marketing organization structure, marketing performance, and its marketing model and marketing scale, this paper pointed out its marketing management problems. Then, through the SWOT analysis, this paper studied the macro-environment and micro-environment which this enterprise is in. And by using Porter’s Five Forces Model, namely the Threat of New Entrants, Threat of Substitutes, the Buyer Power, the Supplier Power, and the Competitive Rivalry, this paper made a depth study of the company’s competitive environment. And this paper analyses the market segmenting, market targeting, and market positioning from the STP marketing strategy. Based on the above-mentioned analysis, and combining with the existing resources and problems, this paper gives 4Ps Marketing Mix Tactics suitable for this company.In conclusion, this paper put forward some countermeasures and suggestions to guarantee the strategies implementation. Hope these countermeasures and suggestions can help this company and can be learnt by the other manufacturing export enterprises, so that China’s export enterprises can be an invincible position in the international competition.