Analysis Of The Marketing Strategy Of Overseas Pesticide Market Of M Company

With the constant development of the economy, China’s import and export business of pesticides is also continuously growing. According to relevant data, China’s export amount of pesticides reached1.8million tons in2013and the trade volume was9.2billion US dollars. Judging from the current international situation, the economic globalization is continuously deepening. Therefore, only by having a clear awareness of the current operating state of M company and rationally planning the marketing strategies per changes happened to the international pesticide industry can M company better cope with the international competition which is becoming more and more intense.Using the PEST Analysis Method, the Five Forces Model Analysis Method and the SWOT Analysis Method, the paper analyzes the internal and external environments that the overseas pesticide market of M company faces. Besides, the STP Analysis Method is applied to position the marketing strategies for M company when it comes to its overseas market:M company should actively research and formulate more flexible marketing strategies, not only should it ensure steady progress on the Southeast Asian market but also exploit market potentialities in countries in Latin America, Africa etc., further improve the competitiveness of its products on the international market and actively explore diversified export models. Based on that, the paper makes marketing strategies for M company’s overseas market from four aspects, namely product, channel, price and sales promotion. Product strategies include ensuring a standardized management of products, implementing differentiation strategies according to market requirements and further improving the brand value. The pricing strategy should be based on market requirements and it should be flexible and adjustable. Channel strategies cover having a rational control over marketing channels for products, reducing dependence on major clients and actively developing new clients. Sales promotion strategies are as follows:constantly cultivating employees’marketing consciousness, making proper use of domestic and international trade fairs to promote and popularize products, increasing the popularity of products via all kinds of publicity approaches, strengthening the relationship with clients and carrying out market researches extensively.The paper’s study on the marketing strategies for M company’s international market has relatively strong guiding function and practical significance on M company’s international marketing work; meanwhile, it is also of some reference value for many other pesticide export enterprises that hope to participate and expand their international markets.