Research On The International Marketing Strategy Of LS

LS Company, a Sino-Japan joint venture company, was founded in1989. LS Company specializes in producing and machining iron mechanical casting parts, and has a certain capability of whole machine assembly. LS Company is one of the earliest casting joint venture company in Dalian City which is the reliable supplier for many international famous enterprises. With the casting industry competition is becoming increasingly fierce, the survival and development of the company is facing challenges more and more dangerous, especially the international market share of LS is shrinking. So how to determine the international marketing strategy of the enterprises is an important problem faced by LS.Taking LS Company as the research object, through the research of the foundry enterprises at home and abroad environment, economic factors, political factors, technology factors on industry development constraints and limitations, as well as our competition in face of the complex external environment and domestic industry environment brought about by the various contradictions and opportunities, this study analyzed LS, the representative of export-oriented enterprises supporting the production and machining of foreign manufacturing enterprises that how to confirm the development strategy of international market, and could eventually be able to survive in the competition and development. This study analyzes the macro environment of LS Company and industry environment, sees the potential and opportunities for LS industry, and also sees the international market development opportunities and challenges. Through in-depth study and discussion on such issues, in the critical period of promoting industrial structure transition in China, demonstrate and carry out how the foundry companies go through the deep waters of the reform and create more room for development.At the same time, this paper also analyzed and diagnosed the business structure, market structure and production capacity, marketing capacity, internal environment and determine the international marketing strategy for LS by using SWOT analysis to enterprise’s advantage and disadvantage, opportunities for industry specific analysis of threats, bring out the market penetration strategy as the main idea of enterprise to participate in the competition, and puts forward the guarantee measures for implementation strategy.